| Description |
1 online resource (252 pages) : illustrations |
| Contents |
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 |
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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 |
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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? |
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1. Develop a common view of customers2. Do joint business planning and projects; 3. Merge customer analytics; Final thoughts; Ending or Beginning?; Index |
| Summary |
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 |
| Notes |
Includes index |
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Online resource; title from PDF title page (ebrary, viewed November 07, 2013) |
| Subject |
Consumer satisfaction.
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Customer relations -- Management.
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Customer services.
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Management Science.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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Consumer satisfaction
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Customer relations -- Management
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Customer services
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| Form |
Electronic book
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| Author |
Hill-Wilson, Martin
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Ward, Andrew (Designer)
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| ISBN |
9781118662663 |
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1118662660 |
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9781118770566 |
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1118770560 |
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9781118662656 |
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1118662652 |
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