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The Complete Idiot's Guide to Twitter Marketing by Esther Schindler, Brett Petersel

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The Marketing Benefits of Good Customer Service

In previous chapters we have highlighted the benefits of engaging with customers and creating meaningful connections with them. Using Twitter for customer service is simply an extension of this effort.

As a marketer representing a brand, you are making a promise to customers and prospects, and setting their expectations for the quality of your goods and services. Failing to deliver on that promise ultimately results in complaints and low customer retention. However, great customer service can turn critics into evangelists and transform one-time customers into repeat fans.

Online customer support is no longer an option: it’s expected. According to a Burson-Marsteller survey, 19 percent of Twitter ...

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