Customers don’t suffer in silence anymore. Today they make their gripes public on the branded websites of the very businesses attack. Online customer attacks have struck some of America’s biggest brands, and the volume and scope is growing dramatically.
You no longer have the luxury of time to respond. An attack can go global in a matter of hours. Attack of the Customers shows how social media can be used to destroy as well as to build. It provides actionable strategies to prepare for and prevent disaster from striking your company. And it shows you how creative online customer engagement can turn critics into raving fans.
As this book shows with fascinating real-world examples, customers complain because they care. In these pages, you’ll learn how to respond effectively and how you can grow your business in the process.
About the Authors:
Greg Gianforte is the Founder and former CEO of RightNow Technologies. Greg Gianforte is a serial entrepreneur in the software industry, and an innovator in the customer experience market.Mr. Gianforte founded RightNow Technologies, a cloud-based customer-service and support solutions company, in 1997. RightNow’s mission was to rid the world of bad experiences. Under his leadership as chairman and CEO, RightNow enjoyed 15 years of continuous growth, with about 2,000 large consumer-focused companies around the world using its products. Headquartered in Bozeman Montana the company had more than 1,100 employees worldwide and more than $225 million in annual revenue prior to their sale to Oracle in 2011.
Paul Gillin is a long-time technology journalist who’s worked almost exclusively online since 1999. He advises marketers and business executives on strategies to optimize their use of social media and
online channels to reach buyers cost-effectively. He has a knack for simplifying complex concepts and making technology trends understandable. Paul is a Senior Research Fellow and board member of the Society for New Communications Research and writes a regular column for BtoB magazine and contribute to various blogs and online publications. Connect with him @pgillin.
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