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Customer Service: The Art of Listening andEngagement Through Social Media
An
 
ebook by Brian Solis of 
 
PR 2.0
 
and
 
Co-Author of Now is GoneAdditional insight by Becky Carroll of Customers Rock
 
 
The Art of Listening and Engagement
Table of Contents
Customer Service is the New, New MarketingPage 3Participation is the New MarketingPage 5Defining the Strategy and the RolePage 7Shhhhh. I’m ListeningPage 8Transforming Customers into EvangelistsPage 10We are the ChampionsPage 11Social Tools for Social MediaPage 13Becoming the CustomerPage 15 Customer Rock
by Becky Carroll (BC)
Page 17With or Without You
by BC 
Page 17Communication is Key to Customer Relationships
by BC 
Page 18The Role of Marketing
by BC 
Page 19Experts Needed
by BC 
Page 19
Gathering Info a Little at a Time
 
by BC 
Page 20Growing the Business
by BC 
Page 21The Company-Customer PactPage 22FreshBooks ExamplePage 23AOL ExamplePage 26ACDSee ExamplePage 28BiographiesPage 31,32
2
 
Customer Service is the New, New Marketing
The topic of empowering your customers so that they become an extension of your marketing isn't new. Transforming people into a surrogate sales force is thedream of any service organization. The difference today is that the landscapehas shifted to the point where good customer service is no longer the minimumante to play the game.Over the next year, customer service will fuse with marketing to become a holisticinbound, outbound campaign of listening to and engaging with customers that willrewrite the rules of the game. And, most importantly, the lessons learned in thefield will be fed into the marketing department to create and run more intelligent,experienced, and real world initiatives across all forms of marketing, PR, sales,and advertising.Over the last year, Social Media has intrigued and even inspired companies toengage in the communities where their brands and products, as well those of competitors, are actively discussed by the very people they want to reach, akathe new influencers.Participation is no longer an option as Social Media isn't a spectator sport.
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