12. Real-Time Digital Support—Fixing Customer Service Once and for All

I don’t want to frighten you just yet, but social media may very well completely change the way you think about customer service. From the role it plays in your customers’ lives to its importance to your business as a whole, the introduction of social media in the world of business will fundamentally transform customer service and shake its foundations to the core.

Before I tell you what I mean, we need to address a few fundamental facts about customer service, starting with this: Great customer service is good for business. Bad customer service is bad for business. No matter how great your products, how cool your packaging, how pretty your designs, how attractive your price, ...

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