You are previewing Delivering Effective Social Customer Service: How to Redefine the Way You Manage Customer Experience and Your Corporate Reputation.
O'Reilly logo
Delivering Effective Social Customer Service: How to Redefine the Way You Manage Customer Experience and Your Corporate Reputation

Book 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.

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright
  4. Contents
  5. Foreword
  6. A QUICK INTRODUCTION TO READING THIS BOOK
  7. Chapter 1: Where Were You When It All Changed?
    1. The politics of social transparency
  8. Chapter 2: Understanding Social Customer Behaviour
    1. Customers and their use of social networks
    2. Service expectations
    3. United Breaks Guitars
  9. Chapter 3: The Ecosystem for Social Customer Service
    1. Big picture perspective
    2. Mapping the territory
    3. Visualizing the ecosystem
    4. Operational considerations
    5. Customer data
  10. Chapter 4: The Roadmap for Social Customer Service
    1. 1 We have a Social Customer Service strategy that fits into a broader service strategy and social media strategy
    2. 2 We have the right leadership and development model that optimizes our impact in Social Customer Service
    3. 3 We have an effective way of listening for relevant communication and can accurately identify those who need a service related response
    4. 4 The level of integration between social and traditional CS infrastructure supports effective operational management and our intended customer experience
    5. 5 We know how to recruit, train and manage Social Customer Service teams
    6. 6 We have aligned our Social Customer Service competencies with traditional ones
    7. 7 We have identified our platform and the channel mix for Social Customer Service that works for the customer market(s) we operate in
    8. 8 We have clearly mapped customer journeys for Social Customer Service based on their priorities
    9. 9 We are using socially sourced knowledge effectively and have access to relevant Customer Service knowledge
    10. 10 We are able to build and access social interaction history as needed
    11. 11 We are ready for unexpected volumes of “social” traffic: Resourcing, escalation, house style
    12. 12 We have the right balance of metrics that reflect both the customers' priorities and those of operational management
    13. 13 Our SLAs for serving customers via social channels outperform competition
    14. 14 We have a sufficiently detailed understanding from customer feedback to know what does and does not work about our social channels
    15. 15 We are able to learn from social interactions and track improvements
  11. Chapter 5: Using Peer-to-Peer Support in Your Service Strategy
    1. Community dynamics – why it works
    2. How peer-to-peer support fits with other channels and support infrastructure
    3. The benefits of peer-to-peer support
    4. The outlook for peer-to-peer support
  12. Chapter 6: How to Use Facebook for Social Customer Service
    1. Setting up and operating Facebook as a customer service facility
    2. Performance levels
  13. Chapter 7: How to Use Twitter as a Service Channel
    1. How people use Twitter
    2. Why some organizations won't get involved
    3. What's the business case for Twitter?
    4. Twitter as part of your multi-channel strategy
    5. The Twitter workflow
  14. Chapter 8: Reputation and Crisis Management
    1. When does a drama become a crisis?
    2. Crisis best practice
    3. Facebook and community best practice
  15. Chapter 9: The Legalities of Social Interaction
    1. Privacy, copyright and data protection are your responsibility
    2. Who owns the content on social media profiles?
    3. Retweet recourse
    4. Mixing staff and social
  16. Chapter 10: One Agenda: PR, Marketing and Customer Service Working Together
    1. Why One Agenda?
  17. ENDING OR BEGINNING?
  18. INDEX