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Delivering Groundswell Customer Service: Using Social Technologies to Harness the Marketing Power of Your Frontline Employees
Bernoff, Josh; Schadler, TedBook Chapter HBS-7026BC-EBecause 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,...Starting at €8.20
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Peer Influence Analysis: Using Social Technologies to Identify Your Business's Most Influential Customers
Bernoff, Josh; Schadler, TedBook Chapter HBS-7025BC-EWithin social networks, consumers create 256 billion impressions on one another every year-just by talking about products and services. What are you doing to make these impressions work for you? What are you doing to stop them from working against you? You need to think about individuals as potential sources of marketing influence, both positive and negative. In this chapter, authors Josh Bernoff-coauthor of "Groundswell"-and Ted Schadler lay out...Starting at €8.20