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

252 Pages·2013·2.98 MB·English

by  Carolyn Blunt

“As the social media world continues on its accelerated trajectory, touch-
ing all our lives, Delivering Effective Social Customer Service is a book whose
time has come. It is a perfect how-to guide for all organizations, whatever
stage they are at in adopting social as a route to better servicing their
customers, helping companies to identify where they sit on the social
continuum.
It is extremely thought-provoking being both a perfect primer for those
who are at the start of their journey, as well as having loads of useful ideas
and tips for those organizations who have already started using social
media channels to enhance their service offering. A truly enlightening
read!”
Amy Scott, Managing Director, Sedulous
“This is a book which every business should read. Social customer service
is here to stay and the costs of not getting it right are usually not even
understood. This topic is one that our members constantly ask about and
it is fantastic to see such a clear and concise introduction. This will be of
immense help to anyone wanting to learn more. It is a book you will want
to read and then keep going back to. Both Martin and Carolyn have con-
cisely distilled an unbelievable breadth of experience.”
Paul Smedley, Founder & Chair Professional, Planning Forum
A compelling and important book on the biggest trend in customer care.
Written in concise, captivating language and filled with expert insight,
best practices and actionable examples. HIGHLY recommended for any-
one currently engaged in social customer service or about to embark upon
it. If you are a customer service or contact centre supervisor, manager or
executive and are thinking about NOT reading this book, I advise you to
think again.”
Greg Levin, Founder of Off Center
Delivering Effective Social Customer Service is a rare find: for the novice, it
offers a compelling introduction to social customer service; for the expert,
it provides an essential guide to emerging best practice. Beyond the many
valuable insights and examples, which are expertly explained and dis-
sected, readers are taken on a fascinating journey which deposits them
– their mind still buzzing – at a vision of a new type of organization: one
with collective goals and One Agenda. I commend Martin and Carolyn
on their achievement; few people have such a profound understanding
of the social customer psyche.
Luke Brynley-Jones, Founder & CEO, Our Social Times
“Social media is a topic clouded by hyperbole and confusion – the perfect
environment for unscrupulous ‘gurus’ and IT vendors to exploit. So thank
goodness for Delivering Effective Social Customer Service. Forget the empty
platitudes of self-appointed social experts, this is a book by customer
service professionals for customer service professionals. Therefore we not
only get a concise introduction and overview of the topic, but a compre-
hensive list of key competencies, quick wins and recommended actions
– genuine actionable information.
Also boasting extensive references to guide further investigation into
the field, Carolyn and Martin’s book should provide an ideal platform for
the development of your company’s social media customer support strat-
egy and its execution. Highly recommended.”
Neil Davey, Editor of MyCustomer.com
“I have friends who feel they can ignore social media. However, business
can’t afford to have the same attitude towards this channel which influ-
ences customer service and brand so directly and publically. This excellent
book is a great read for businesses – big and small – who are grappling
with how to manage social media in a practical way. It is packed full of
information and good advice for those wanting to make the smart moves.”
Elizabeth Taylor, Chief Operations Officer, Zurich Australia Insurance
Limited
DELIVERING
EFFECTIVE SOCIAL
CUSTOMER
SERVICE

DELIVERING EFFECTIVE
SOCIAL CUSTOMER
SERVICE
HOW TO REDEFINE THE WAY YOU
MANAGE CUSTOMER EXPERIENCE
AND YOUR CORPORATE REPUTATION
CAROLYN BLUNT
and
MARTIN HILL-WILSON
© 2013 Carolyn Blunt and Martin Hill-Wilson
Registered office
John Wiley and Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ,
United Kingdom
For details of our global editorial offices, for customer services and for information about
how to apply for permission to reuse the copyright material in this book please see our
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A catalogue record for this book is available from the British Library.
ISBN 9781118662670 (paperback) ISBN 9781118662656 (ebk) ISBN 9781118770566 (ebk)
Cover design by Andrew Ward
Set in 10/14.5 pt Palatino LT Std by Toppan Best-set Premedia Limited
Printed in Great Britain by TJ International Ltd, Padstow, Cornwall, UK
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