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Facebook Era, The: Tapping Online Social Networks to Market, Sell, and Innovate, 2/e by Clara Shih

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5. Customer Service in the Facebook Era

“Twitter gives companies the second chance they never hadbefore to win back angry customers.”—Isaac Garcia, CEO, Central Desktop

Customer Service in the Facebook Era

Some people say that your company’s relationship with a customer really begins after the deal closes. Certainly, we all know that it’s far cheaper to retain an existing customer than to acquire a new one. But for many businesses, offering quality customer service is an expensive headache. Support calls are often wrought with negative emotions such as anger, annoyance, and impatience, and often for good reason. Customers are put on hold for longer than they can stand, they need to call back multiple times and repeat all the same information ...

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