Delivering Effective Social Customer Service: How to Redefine the Way You Manage Customer Experience and Your Corporate Reputation PDF
Preview Delivering Effective Social Customer Service: How to Redefine the Way You Manage Customer Experience and Your Corporate Reputation
“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 website at www.wiley.com. The right of the authors to be identified as the authors of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior permission of the publisher. Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com. Designations used by companies to distinguish their products are often claimed as trademarks. All brand names and product names used in this book and on its cover are trade names, service marks, trademark or registered trademarks of their respective owners. The publisher and the book are not associated with any product or vendor mentioned in this book. None of the companies referenced within the book have endorsed the book. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with the respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. It is sold on the understanding that the publisher is not engaged in rendering professional services and neither the publisher nor the author shall be liable for damages arising herefrom. If professional advice or other expert assistance is required, the services of a competent professional should be sought. Library of Congress Cataloging-in-Publication Data 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
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