

Dan Gingiss. CreateSpace, $16.95 trade paper (183p) ISBN 978-1-5427-3238-3
This is a quick and dirty guide to meeting your customers where they live—online—from Gingiss, a host of the Focus on Customer Service podcast. Customers now expect to connect with brands in a new, high-touch way, and how a brand responds to this expectation can determine customer retention rate. There’s a new pressure on companies to focus on every single interaction. Why is this change so important? Fewer companies than ever can compete on price, but customer service remains an area in which a business can truly set itself apart from rivals. Gingiss discusses “social media’s role in customer experience” at some length, distilling it down to easy-to-grasp concepts, e.g., “expectations + emotions = willingness to share.” Readers are encouraged to carefully define their brands’ voices, understand how available they can truly be to customers, and plot out integration of their social media face with their core business. Readers are also guided through the practicalities—smart responses to customers, training for employees, dealing with trolls, and choosing a platform and a budget. This is an excellent entry-level guide for brand owners new to social media—though pros may find it too basic. (BookLife)
Reviewed on: 05/08/2017
Release date: 03/01/2017
Genre: Nonfiction
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