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
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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