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End-User License Agreement
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End-User License Agreement
by Joe Cothrel, Dave Evans
Social Customer Experience: Engage and Retain Customers through Social Media
Titlepage
Frontmatter
Dedication
Acknowledgments
About the Authors
Foreword
Introduction
Part I: Social Customer Experience Fundamentals
Chapter 1: Social Media and Customer Engagement
The Social Feedback Cycle
The Social Web and Engagement
The Operations and Marketing Connection
Review and Hands-On
Chapter 2: The Social Customer
Who Is the Social Customer?
The Motives for Social Interaction
The Customer Experience and Social CRM
Outreach and Influencer Relations
Review and Hands-On
Chapter 3: Social Customer Experience Management
Understanding Customer Experience
Are You Ready for SCEM?
SCEM and Measurement
The Essential Role of the Employee
Review and Hands-On
Chapter 4: The Social Customer Experience Ecosystem
Social Identities and Profiles
Social Applications
Social Channels
Use Brand Outposts and Communities
The Social Ecosystem
Review and Hands-On
Part II: Your Social Presence
Chapter 5: Social Technology and Business Decisions
Three Reasons for Social Customer Experience
Prioritization: Getting to the Conversations That Matter
Social Technology and Decision Support
Review and Hands-On
Chapter 6: Social Analytics, Metrics, and Measurement
Why We Measure
Social Analytics
Know Your Influencers
Web Analytics
Business Analytics
Review and Hands-On
Chapter 7: Five Key Trends
Real-Time Engagement
Mobile Computing
Co-creation
Crowdsourcing
Gamification
Review and Hands-On
Part III: Social Customer Experience Building Blocks
Chapter 8: Customer Engagement
Hierarchy of Types
Level 1: Support
Level 2: Sales
Level 3: Innovation
Hierarchy of Value
Review and Hands-On
Chapter 9: Social CRM and Social Customer Experience
CRM, Social CRM, and SCE
The Case for Integration
Where This Is All Going
Review and Hands-On
Chapter 10: Social Objects
What Is a Social Object?
Social Objects: Types and Uses
The Future of Social Objects
Review and Hands-On
Chapter 11: The Social Graph
What Is a Social Graph?
Characteristics of Social Graphs
Social Graphs Spread Information
The Social Graph and Social Customer Experience
Review and Hands-On
Chapter 12: Social Applications
What Is a Social Application?
Social Applications Drive Engagement
Plan Your Social Customer Experience Platform
Review and Hands-On
Part IV: Appendixes
Appendix A: Terms and Definitions
Social Object
Social Application
Social Graph
Social Network
Social CRM and Social Customer Experience
Appendix B: Thought Leaders
Appendix C: Hands-On Exercises
Chapter 1: Social Media and Customer Engagement
Chapter 2: The Social Customer
Chapter 3: Social Customer Experience Management
Chapter 4: The Social Customer Experience Ecosystem
Chapter 5: Social Technology and Business Decisions
Chapter 6: Social Analytics, Metrics, and Measurement
Chapter 7: Five Key Trends
Chapter 8: Customer Engagement
Chapter 9: Social CRM and Social Customer Experience
Chapter 10: Social Objects
Chapter 11: The Social Graph
Chapter 12: Social Applications
End-User License Agreement
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Appendix C: Hands-On Exercises
WILEY END USER LICENSE AGREEMENT
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