Do you know what your customers are saying about you online? Sticking your head in the sand is not a strategy. The chatter about your organization is happening right now. Regardless of whether you like it or respond to it.
Social media is the biggest thing happening to the customer service industry since the mid 1960s when modern day call centres were born. Traditionally written customer service letters were replaced with live telephone conversations. Now social media has made this conversation public. It s real–time and it s global.
Fear is understandable, but there is no going back. The technology won t uninvent itself. Social is here to stay. Failure to learn new ways will leave your organization light–years behind the competition.
The upside is that when you get it right for your customer, others can now witness how you actually look after them. Your behaviour becomes your credentials. The relationship between service, experience, loyalty, recommendation and purchasing behaviour has been widely proven. Effective customer service matters.
Social customer service simply ups the stakes.
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
Carolyn Blunt and Martin Hill–Wilson are the top two Most Respected People in the UK Contact Centre Industry according to readers of Call Centre Helper magazine. They have collaborated to bring you this resource for social customer service at a time when many organizations are crying out for help.
Carolyn Blunt is Managing Director of Real Results Training Consultancy, a people development company that specializes in contact centre customer service training. For the past decade, Carolyn has been writing, speaking and training on contact centre customer service, and has been observing the positive and negative impacts of using social media for customer service first hand.
Martin Hill–Wilson is a customer service and social business strategist. His company Brainfood Consulting provides customer strategy services to a range of B2B and B2C brands. Martin is also a long–tern member of the UK customer service community passing on his expertise as a keynote speaker and blogger.