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Digital Sense by Brian Solis, Chris J. Snook, Travis Wright

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Figure depicting a word cloud with few words, for example, customers, service, business, and so on represented in bold, and other words are presented in the lower fonts.

12Social Business Strategy for Customer Service

Eighty-six percent of consumers will pay more for a better customer experience.1

Customer service is a specific touch point in the overall customer experience. It is oftentimes where the lofty and effective front end marketing promises, made through your digital tactics, get fumbled through nonhuman interfaces. It is also where you can shine!

For example, think of your favorite robotic phone tree that has you pounding the zero key repeatedly or yelling “representative, representative…OPERATOR!!” to get into a place where you can actually have a conversation. Companies that have mastered customer service invest heavily in the training and infrastructure and culture to ensure continued success.

One of our favorite and most recommended experiences the next time you are in Las Vegas is the Zappos Cultural Tour. When you want to understand what a commitment it takes to nail the customer-centric service side of your operation, there is no better or more inspiring 2-hour tour in this country. Those who want to take it a step further may want to look into the Zappos Insights culture camps offering at ZapposInsights.com.

The nuances of how your customers want to be served depends on limitless factors including their past experiences (positive and negative), their personality type, their mood (which can be influenced by something like the ...

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