In Chapter 10 of 17 in his 2010 Capture Your Flag interview with host Erik Michielsen, customer advocacy marketing executive Alan McNab details why customer delight, not customer satisfaction should be a top customer service performance metric. McNab shares how it creates a virtuous circle between a service performer and customer. This creates a customer advocacy culture that has stronger performance metrics to evaluate and promote high performing talent. McNab holds a BSEE in Electrical Engineering from Santa Clara University and an MBA from Trinity College in Dublin, Ireland. He has worked in various technology marketing roles at Hewlett-Packard, Cisco, Motorola, and is now Vice President, Customer Advocacy at NCR based in Dublin.