Description
Book SynopsisSocial Customer Service is new. Social Media is the biggest thing happening to the customer service industry since the mid 1960s when modern day call centres were born. It is taking customers and organisations into untested ways of relating: transparently, collaboratively, instantly. The consequences of great and poor service are forever changed.
Customer appetite has promoted this form of interaction to the very front of a race to understand. How do digital brands and empowered customers actually behave?
Social Customer Service has become Marketing's R&D lab and a listening hub for the rest of the organisation. It is now where corporate reputations are most likely to be won and lost.
Delivering Effective Social Customer Service' is a complete reference for achieving excellence in this new discipline. It caters to both novice and expert. It is perfect source material for service leaders and digital marketers to read together. Every CXO will recognise in the book
Trade Review
Delivering Effective Social Customer Service is a complete reference for achieving excellence. It tackles the big strategic planning issues and also provides a wealth of practical best practice advice. Regardless of where you are on your social customer service journey, this book delivers a wealth of actionable insight. (Call Centre Helper, November 2013) It goes without saying that Blunt and Hill-Wilson s book will stay relevant for a good while yet . (Elite Business, November 2013) This book is an excellent introduction for those companies seeking to develop an online customer service resource through social media platforms and forums. It highlights the major minefields and provides workable, practical advice for organisations operating in any industry. (B2B Marketing, December 2013)
Table of Contents
Foreword ix
A Quick Introduction to Reading This Book xi
1 Where Were You When It All Changed? 1
2 Understanding Social Customer Behaviour 17
3 The Ecosystem for Social Customer Service 37
4 The Roadmap for Social Customer Service 61
5 Using Peer-to-Peer Support in Your Service Strategy 115
6 How to Use Facebook for Social Customer Service 145
7 How to Use Twitter as a Service Channel 165
8 Reputation and Crisis Management 185
9 The Legalities of Social Interaction 199
10 One Agenda: PR, Marketing and Customer Service Working Together 219
Ending or Beginning? 229
Index 231
