Index

A

access methods to customer service, 160–163

accuracy of content, checking, 126–128

addresses (email)

obtaining, 149–150

secondary email addresses, 78

Adium, 153

advertising, PR versus, 93, 95

airport encounter example, 53–54

alerts (Google), 138–141

Amtrak, 1–2

AOL (America Online), 3–4, 121

apologies to customers, 82

appreciating customers, 103–105, 172, 174

asking questions, 40–41, 43

audience

appreciating, 103–105, 172, 174

avoiding deceiving, 34–35

axe-to-grind complainers, 17

constant complainers, 16

encouraging to share, 107–110, 112, 172, 174

enticing to return, 105, 107, 172, 174

finding, 39–41

happy customers, 17

inviting to join social media, 97–100

one-time complainers, 16

perception of brand, 33–34

potential customers

building ...

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