Attack of the Customers: Why Critics Assault Brands Online and How To Avoid Becoming a Victim

ISBN 10: 1479244554 / ISBN 13: 9781479244553
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Synopsis: Customers don't suffer in silence anymore. Today they make their gripes public on the branded websites of the very businesses they 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 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.

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

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Book Description Createspace, United States, 2012. Paperback. Book Condition: New. Language: English . Brand New Book ***** Print on Demand *****.Customers don t suffer in silence anymore. Today they make their gripes public on the branded websites of the very businesses they 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 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. Bookseller Inventory # APC9781479244553

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Book Description Createspace, United States, 2012. Paperback. Book Condition: New. Language: English . Brand New Book ***** Print on Demand *****. Customers don t suffer in silence anymore. Today they make their gripes public on the branded websites of the very businesses they 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 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. Bookseller Inventory # APC9781479244553

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Book Description Createspace. Paperback. Book Condition: New. This item is printed on demand. Paperback. 256 pages. Customers dont suffer in silence anymore. Today they make their gripes public on the branded websites of the very businesses they attack. Online customer attacks have struck some of Americas 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 engagement can turn critics into raving fans. As this book shows with fascinating real-world examples, customers complain because they care. In these pages, youll learn how to respond effectively and how you can grow your business in the process. This item ships from La Vergne,TN. Paperback. Bookseller Inventory # 9781479244553

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