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.
สารบัญ
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
เกี่ยวกับผู้แต่ง
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
href=’mailto:[email protected]’>[email protected]
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
href=’mailto:[email protected]’>[email protected]
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