CHAPTER 12
In the Social Age, Customer Experience Comes First
If you’re not serving the customer, your job is to be serving someone who is.
—Jan Carlzon
When Jan Carlzon, former CEO of SAP, said those words, social hadn’t been invented yet. In fact, most of us had never heard of the Internet then. But the sentiment behind those words has never been truer than in the Social Age.
As we learned in Chapter 3, social amplifies every voice. Social can also make or break a brand—and often the tipping point is customer experience.
In a matter of a few days, social can launch an entire brand focused on delivery and service—Dollar Shave Club, for instance, a company that rode a YouTube video to nearly instant success. (Although the privately held company ...
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