Delivering effective social customer service : how to redefine the way you manage customer experience and your corporate reputation /
Carolyn Blunt and Martin Hill-Wilson ; cover design by Andrew Ward.
- 1 online resource (252 pages) : illustrations
Includes index.
Cover; Title page; Copyright page; Contents; Foreword; A Quick Introduction to Reading This Book; Chapter 1: Where Were You When It All Changed?; The politics of social transparency; Chapter 2: Understanding Social Customer Behaviour; Customers and their use of social networks; Service expectations; Chapter 3: The Ecosystem for Social Customer Service; Big picture perspective; Mapping the territory; Visualizing the ecosystem; Operational considerations; Customer data; Chapter 4: The Roadmap for Social Customer Service; Chapter 5: Using Peer-to-Peer Support in Your Service Strategy. Community dynamics -- why it worksHow peer-to-peer support fits with other channels and support infrastructure; The benefits of peer-to-peer support; Examples of peer-to-peer support; The outlook for peer-to-peer support; Chapter 6: How to Use Facebook for Social Customer Service; Setting up and operating Facebook as a customer service facility; Performance levels; Chapter 7: How to Use Twitter as a Service Channel; How people use Twitter; Why some organizations won't get involved; What's the business case for Twitter?; Twitter as part of your multi-channel strategy. 1. Channels multiply rather than die2. There is no such thing as a "killer" channel; The Twitter workflow; Chapter 8: Reputation and Crisis Management; When does a drama become a crisis?; Crisis best practice; Facebook and community best practice; Chapter 9: The Legalities of Social Interaction; Privacy, copyright and data protection are your responsibility; Who owns the content on social media profiles?; Retweet recourse; Mixing staff and social; The right to privacy?; Chapter 10: One Agenda: PR, Marketing and Customer Service Working Together; Why One Agenda? 1. Develop a common view of customers2. Do joint business planning and projects; 3. Merge customer analytics; Final thoughts; Ending or Beginning?; Index.
Social Customer Service is new. 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.