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