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Robert Wollan is Global Managing Director of the Accenture Customer Relationship Management service line, including customer analytics and the marketing, sales, and service transformation groups. With over twenty years of experience, he leads a global team of experts in customer-centric marketing, sales, service, and customer operations, as well as driving major growth areas in advanced segmentation, digital transformation/social CRM, multichannel customer contact, and enterprise service delivery across the nineteen industries Accenture serves globally. twitter.com/RobertWollan
Catherine Zhou is Managing Director of Customer Analytics in the Accenture Customer Relationship Management service line. She has over fifteen years of experience in multichannel customer experience strategy and execution, segmentation and implementation, digital media analytics, marketing and business intelligence, and customer targeting capabilities. She serves clients in multiple industries including communications, high tech, retail, financial services, and energy.twitter.com/catherinezhou
Introduction: What is Social Media? | p. ix |
Social Media Strategy for Organizations | p. 1 |
The Power and Business Risks of Social Media | p. 3 |
How to Develop a Social Media Strategy | p. 16 |
Social Media ROI: New Metrics for Customer Health | p. 36 |
Selling Social Media within the Organization | p. 54 |
Marketing and Sales in Social Media | p. 65 |
Social Media and the Voice of the Customer | p. 67 |
Integrating Social CRM Insights into the Customer Analytics Function | p. 91 |
Using Social Media to Drive Product Development and Find New Services to Sell | p. 104 |
Social Community Marketing and Selling | p. 120 |
Customer Service and Support with Social Media | p. 139 |
Using Social Media in Customer Service and Support | p. 141 |
Social Media: Responding to Customer Complaints | p. 160 |
Staying Out of Trouble: Complying with FTC Disclosures | p. 175 |
Beyond the "Pilot" Phase: The Core Components of the Agile Digital Enterprise | p. 187 |
Creating and Implementing a Social Media Technology Platform | p. 189 |
Social CRM on the Move: Mobility Implications for Social Media Programs | p. 209 |
New Rules for Tools: IT Infrastructure Implications and Options for Supporting Enterprise Social Media | p. 220 |
Empowering Employees for Social Media Success | p. 231 |
Culture Traits, Employee Incentives, and Training | p. 233 |
New Roles and Responsibilities | p. 250 |
Social Media Policies | p. 274 |
Social Media, Collaboration, and Value Creation in Organizations | p. 286 |
p. 299 | |
p. 301 | |
Notes | p. 307 |
Index | p. 315 |
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