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

ISBN: 978-1-118-66267-0
250 pages
November 2013
Delivering Effective Social Customer Service: How to Redefine the Way You Manage Customer Experience and Your Corporate Reputation (1118662679) cover image

Description

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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Table of 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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Author Information

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
Carolyn@real-results.co.uk

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
martin@brainfoodextra.com

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Reviews

“We’re in an era where customer service is being refined almost daily.  Martin and Carolyn are gifted in exploring new territory, identifying the trends and issues that matter most, and making them accessible and relevant.  The book is insightful, fun to read and thought provoking – a welcome addition to literature in the customer service profession.”
Brad Cleveland, Author and Consultant, founding partner and former President/CEO, International Customer Management Institute (ICMI)

"Social media doesn’t have to be an unmanaged ‘complaint box’. In Delivering Effective Social Customer Service, you’ll learn how to use social media to improve service, engage with consumers and build loyal relationships.”
Bob Thomson, Founder&CEO, CustomerThink Corp.

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Press Release

October 21, 2013
Delivering Effective Social Customer Service

With social and online interactions changing the way that brands and customers interact, social media content can win or lose customers.

 

In Delivering Effective Social Customer Service: How to redefine the way you manage customer experience and your corporate reputation, authors Carolyn Blunt and Martin Hill-Wilson show readers how to design and execute a successful social media customer service strategy.

 

The book guides readers through the maze of integrating social media into traditional customer service methods, enabling companies to benchmark where they are at with devising and implementing a strategy, from the top down. It will also serve as a starting point for smaller companies who haven't yet started to input any social media element into their customer service relations.

 

Whether the readers’ background is in customer service, contact centre, training, marketing & PR or other related professionals focused on the challenge of becoming more customer centric, the authors demonstrate the advantages to having a social media customer service strategy.

 

Beginning with an introduction as to why both customers and organisations now use social media to interact, it then discusses areas including the issues involved; competencies that support the delivery of a great social customer service; best practice for peer-to-peer support; crisis management; the relationship between social interaction and legal issues; and finally, the questions that social engagement raises as part of a bigger picture. 

 

Delivering Effective Social Customer Service will be available wherever books and e-books are sold.

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Notes to editors:

  • Review copies and jacket images are available on request

                           

About the authors:

Carolyn Blunt is managing director of Real Results Training Consultancy, a people development company that specialises 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.

 

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-term member of the UK customer service community passing on his expertise as a keynote speaker and blogger.

 

For more information, author interviews or article contributions, please contact:

Katy Smith

Wiley

katysmith@wiley.com

+44 (0) 1243 770448

 

Visit www.wiley.com/go/press for the latest news from Wiley

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