[R.E.A.D] Attack of the Customers: Why Critics Assault Brands Online and How To Avoid Becoming a Victim
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Review 'As Paul and Greg show with fascinating examples, customers complain because they care. You'll learn how to respond effectively and how you can grow your business in the process.'-David Meerman Scott, author,�The New Rules of Marketing and PR'This book gives you the tools to stave off disaster. Ignore it at your peril.'-Mike Moran, co-author, Search Engine Marketing, Inc.'Don't wait until you're in the middle of a social media crisis. �Read, learn, and train against the knowledge captured here to manage your risk now.'�-Jeremiah Owyang, Altimeter Group'If your organization hasn't been savaged in social media yet, it may well be tomorrow. Read Attack of the Customers and be prepared.'-Peter Buechler, Marketing Guy 2.1'A must-read for marketers and client service managers.'-Brent Pohlman, Midwest Labs'The style of writing is fluid and informative...and the book is a surprising page-turner.'-Christina Kerley, Marketing Strategist'The most highly rated book in the class. The students found it to be very informative and timely.'-David Faulds, University of Louisville Read more From the Author If you have told most business leaders five years ago that they would soon host branded online spaces where angry customers complained about them in public, they would have laughed in your face. But today nearly every major company does exactly that on a site called Facebook.Companies no longer control their brands; their customers do. Customers make their opinions know on their blogs, in social networks and on dozens of peer review sites. Entire industries are being transformed as a result. This phenomenon will sweep through nearly every industry, B2C and B2B alike. Customer satisfaction will be the hallmark of the world's great companies.�Much has been written about social media's potential as a marketing tool, but little attention has been paid to its destructive potential. That topic has fascinated me since I published my first book - The New Influencers�- in 2007. With Attack of the Customers, I've finally had the chance to explore this topic in detail.Attack of the Customers�is a warning, but also a how-to manual for success. Its horror stories ultimately point to practices companies can use to build customer-centric cultures that resist attack, promote customer engagement and ultimately create barriers to competition. The great companies of the future will be those that put customers first. Here's how to do that.�--Paul Gillin Read more About the Author Paul Gillin is a writer, speaker and online marketing consultant who specializes in helping businesses use content to reach customers. A popular speaker and writer, he has addressed more than 100 groups and published more than 150 articles since 2008. He is a veteran technology journalist with more than 25 years of editorial experience, including 13 years exclusively online.His books include The New Influencers, Secrets of Social Media Marketing, The Joy of Geocaching (co-authored with wife Dana) and Social Marketing to the Business Customer (co-authored with Eric Schwartzman). Greg Gianforte has started five successful software companies. He founded RightNow Technologies in 1997 with a mission to rid the world of bad experiences. The company enjoyed 15 years of continuous growth. At the time of its sale to Oracle in 2011, it had more than 2,000 large customers, 1,100 employees and $225 million in annual revenue.Among his many awards are Ernst & Young's Pacific Northwest Entre-preneur of the Year and the Leader Award from CRM magazine. he was inducted into the CRM Hall of Fame in 2007. His books include Bootstrapping Your Business and Eight to Great: Eight Steps to Delivering an Exceptional Customer Experience. Read more
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