Social Customer Experience: Engage and Retain Customers through Social Media

Social Customer Experience: Engage and Retain Customers through Social Media builds on the prior works of author Dave Evans. As an update to Evans’s earlier book Social Media Marketing, the new Social Customer Experience connects the early cases presented in 2010 with significant, contemporary examples, key concepts, and best practices associated with the adoption of social technology by global brands. This latest edition offers a blueprint for transforming your organization’s disparate social initiatives into a unified social experience strategy. Most people know that social technologies are transforming business, but few understand how those changes are happening across the organization. Whether in marketing, communications, customer care, digital media or product development these changes shape the way in which business manage the experience their customers have with the brand. Filled with practical examples of what to do, and illustrated with cases taken from real companies, Social Customer Experience fills in the gaps for companies who want to do more with social than just listen and experiment.

Part I lays the groundwork by explaining the three waves of change that combine to form social customer experience: social technologies and their impact on Web 1.0 digital infrastructures; social customers and their impact on marketing and support operations; and the new discipline of customer experience management that is reframing the old sales-and-service-centric ways of thinking about how companies relate to customers. Part I concludes by defining the social customer experience ecosystem, both on and off your own web domain.

Part II, “Your Social Presence,” puts you on the ground, with tactics and examples for how to apply social technologies and achieve your business objectives, how to measure and analyze social data and show business value, and how to implement a best-practice approach to avoid common traps and pursue proven opportunities.

Part III digs deeper into the five building blocks of social customer experience: organization, platform, content, people and tools.  What’s a social experience organization look like? What systems need to be in place? How do you get the most out of the social “objects” – content and other assets – that are the byproduct of great social customer experiences? How do connections between customers – the social graph – come into play?  And what applications will you use – literally, what will you empower your customers to do? Part III answers these questions in the practical, method-driven style of authors Dave Evans and Joe Cothrel. 

Social Customer Experience features detailed exercises that show you how to translate learning into action, hands-on tutorials using today’s social media tools and platforms, and compelling, modern case studies from organizations of all sizes—from the Fortune 500 to nonprofits and mom-n-pop main-street shops. As a bonus, the book also features resources and references to connect readers with the current thought leaders and sources of timely information.

If you’re interested in business, and how business is being reshaped by social technology, Social Customer Experience will show you a path to a new relationship with your customers, customers not only buy your products and services but get more out of them and go on to become partners in your business–selling, supporting, and innovating on your behalf.

《社交客戶體驗：透過社交媒體與客戶互動並保持客戶忠誠》是作者戴夫·埃文斯（Dave Evans）在之前的作品《社交媒體營銷》的基礎上進行的延伸。這本新書將2010年提出的早期案例與全球品牌採用社交技術的重要概念和最佳實踐相連結。這本最新版本提供了一個將組織的各種社交計劃轉化為統一社交體驗策略的藍圖。大多數人都知道社交技術正在改變業務，但很少有人了解這些變化如何在組織中發生。無論是在市場營銷、傳播、客戶服務、數字媒體還是產品開發方面，這些變化都塑造了企業與品牌的客戶體驗方式。《社交客戶體驗》充滿了實際的做法示例，並以真實公司的案例加以說明，填補了那些希望在社交領域做得更多的公司的空白。

第一部分奠定了基礎，解釋了三個變革浪潮如何結合形成社交客戶體驗：社交技術對Web 1.0數字基礎設施的影響；社交客戶對市場營銷和支持運營的影響；以及重新定義了公司與客戶關係的舊式銷售和服務中心思維的新型客戶體驗管理學科。第一部分最後定義了社交客戶體驗生態系統，無論是在您自己的網域上還是在外部。

第二部分《您的社交存在》將您置身於實際操作中，提供了應用社交技術並實現業務目標的策略和示例，如何測量和分析社交數據並展示業務價值，以及如何實施最佳實踐方法以避免常見陷阱並追求已證實的機會。

第三部分更深入探討了社交客戶體驗的五個構建模塊：組織、平台、內容、人員和工具。一個社交體驗組織是什麼樣子？需要建立哪些系統？如何充分利用社交體驗的副產品——內容和其他資產？客戶之間的聯繫——社交圖——如何發揮作用？您將使用哪些應用程序——實際上，您將賦予客戶什麼權力？第三部分以戴夫·埃文斯（Dave Evans）和喬·科斯雷爾（Joe Cothrel）的實用、方法驅動的風格回答了這些問題。

《社交客戶體驗》提供了詳細的練習，向您展示如何將學習轉化為行動，使用當今的社交媒體工具和平台進行實踐教程，以及來自各種規模的組織（從財富500強到非營利組織和小型商店）的引人入勝的現代案例。作為額外的禮物，這本書還提供了資源和參考，讓讀者與當前的思想領袖和及時資訊來源聯繫。

如果您對業務以及業務如何被社交技術重塑感興趣，《社交客戶體驗》將為您展示與客戶建立新關係的道路，客戶不僅購買您的產品和服務，還能從中獲得更多並成為您業務的合作夥伴——代表您銷售、支持和創新。