Delivering Groundswell Customer Service: Using Social Technologies to Harness the Marketing Power of Your Frontline Employees

By: Ted Schadler and Josh Bernoff

Sign Up Now! Already a Member? Log In
You must be logged into Bookshare to access this title. Learn about membership options, or view our freely available titles.

Synopsis: Because customers talk, customer service is marketing. Even one negative customer experience, broadcast on Twitter, retweeted, commented on, and forwarded to countless other customers or potential customers, can destroy your company's reputation. According to authors Josh Bernoff-coauthor of "Groundswell"-and Ted Schadler, this means employees must treat each customer as a potential influencer, reaching out though channels like Twitter, Facebook, and instant messaging, and turning your customers into broadcasters of positive messages. Drawing from real-life customer service disasters and success stories from Comcast, Intuit, and Zappos, this chapter will teach you how to maintain a service team that inspires and delivers positive messages. This chapter was originally published as Chapter 4 of Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business