Delivering Effective Social Customer Service : How to Redefine the Way You Manage Customer Experience and Your Corporate Reputation.
Martin. Hill-Wilson
Bok Engelsk 2013 · Electronic books.
| Omfang | 1 online resource (252 pages)
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| Utgave | 1st ed.
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| Opplysninger | 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 works -- How 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 die -- 2. 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 customers.. - 2. Do joint business planning and projects -- 3. Merge customer analytics -- Final thoughts -- Ending or Beginning? -- Index.. - Social 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 a blueprint from which to build their next generation organisation. Even ambitious team leaders should snag a copy for instant subject matter expertise kudos! The centre of the book offers an in depth self-assessment of the competencies that matter. The book is jammed full of strategic insight, action lists, best practice tips and interviews. All the resources anyone needs to build a solid strategy and roadmap. Early adopter workshops based on the book have already taken place and will continue to be offered as another way of engaging with the book's key lessons. An online resource of the reference material is also provided. Options for an online community are under consideration. This book is the first of its kind. A distillation of what has so far been collectively discovered. Then filtered and expanded through the collective experience of two leading authorities on customer service:. - Carolyn Blunt and Martin Hill-Wilson.
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| Emner | |
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| Dewey | |
| ISBN | 9781118662656
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