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, ...

Get Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.