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Exploring the Link BetweenCustomer Care and Brand Reputationin the Age of Social Media
A Research Study by theSociety for New Communications ResearchWith the Support of Nuance Communications
© 2008 Society for New Communications ResearchAll rights reserved. Printed in the United States of America.
SNCR PRESS
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Preface ..................................................................................................................7Executive Summary...............................................................................................9Detailed Survey Findings.....................................................................................13Case Studies:How Comcast Is Using Twitter to Improve Customer Care .........................................17Blood, Sweat, and a Couple of Spreadsheets: The Evolution of Dell’s Useof Social Media for Customer Care and Reputation Management ..............19How Customers Share Their Care Experiences Online: The Consumeristand Ripoff Report ...........................................................................23Why Consumers Share and Listen to Opinions Online: Interviews with SurveyRespondents .....................................................................................................25About the Research Team ...................................................................................27About the Sponsors .............................................................................................29
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