Delivering Effective Social Customer Service: How to Redefine the Way You Manage Customer Experience and Your Corporate Reputation

Overview

How to design and execute a winning social media customer service strategy

Social media is the future of customer service, but successfully integrating it into your current practices is a perilous challenge rife with questions. Is social customer service a function of marketing or of branding? How do you engage directly with customers while still maintaining a brand vision? In this book, two customer service industry experts guide you through the process of integrated social ...

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Overview

How to design and execute a winning social media customer service strategy

Social media is the future of customer service, but successfully integrating it into your current practices is a perilous challenge rife with questions. Is social customer service a function of marketing or of branding? How do you engage directly with customers while still maintaining a brand vision? In this book, two customer service industry experts guide you through the process of integrated social media into your traditional customer service infrastructure. The book helps larger businesses recognize where they are on the road to full integration while also serving as a starting point for smaller companies just beginning the transition. The book reveals the powerful advantages of social media—such as the cost savings that can be gained by moving some customer service volume away from traditional customer service to online self-service—and shows businesses how to avoid the many potential pitfalls inherent in social media outreach.

  • Offers a clear path to social media integration for businesses of all sizes
  • Written by two leading social media and customer service consultants
  • Features interviews and case studies from some of the leading figures in business in the UK

These days, customers expect brands and businesses to engage with them online, but there's little point in integrating social media if you aren't going to do it right. This book offers a proven guide to effective and efficient social media outreach.

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What People Are Saying

From the Publisher

“We’re in an era where customer service is being refined almost daily. Martin and Carolyn are gifted in exploring new territory, identifying the trends and issues that matter most, and making them accessible and relevant. The book is insightful, fun to read and thought provoking – a welcome addition to literature in the customer service profession.”
Brad Cleveland, Author and Consultant, founding partner and former President/CEO, International Customer Management Institute (ICMI)

"Social media doesn’t have to be an unmanaged ‘complaint box’. In Delivering Effective Social Customer Service, you’ll learn how to use social media to improve service, engage with consumers and build loyal relationships.”
Bob Thomson, Founder&CEO, CustomerThink Corp.

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Product Details

  • ISBN-13: 9781118662670
  • Publisher: Wiley
  • Publication date: 12/4/2013
  • Edition number: 1
  • Pages: 250
  • Sales rank: 981,902
  • Product dimensions: 5.90 (w) x 9.10 (h) x 0.90 (d)

Meet the Author

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.

@carolynblunt
Carolyn@real-results.co.uk

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.

@martinhw
martin@brainfoodextra.com

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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

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