What does it mean to be an advocate for the customer?

Often in companies there is a conflict between making decisions that benefit the company and decisions that benefit the customer. To be an advocate for the customer means to support doing the right thing for the customer, or making sure that the customer has a good experience, even if it means that the company isn't quite as profitable in the short-term.

It's making sure that you remember the needs of the customers in whatever you do in the company, and trying to help others rather than just take advantage of them.