The federation of an online community around the brand is considered one of the priorities of many brands to improve their presence on the Internet. In the era of Web 2.0, communication strategies become multichannel, it is for companies to deploy a strong online presence to stand out from the competition and strengthen its position. The creation of content (videos, articles, images) has become a new way to promote the brand and create a close relationship with the customer and build loyalty. However, the advent of web 2.0 has led to a rebalancing of power between the customer and the company through the consumer's voice about the brand and referral behavior via electronic word of mouth. Customers use these online platforms not only to learn about and obtain credible product information, but also to share their opinions. Indeed, community sites offer the opportunity to the user to interact directly with the brand and with other users. This book provides relevant theoretical frameworks and the latest results of empirical research in the field. It is written for professionals who wish to improve their understanding of the strategic role of marketing 2.0, digital customer experience, and social customer relationship management on social networks. The transition from CRM to CVM and the importance of social networks to build loyalty in the web 4.0 era.

Successful organisations are those which attract and retain satisfied and loyal customers, yet few organisations today are truly customer-centric. Customer Service in Your Organisation is a toolkit that shows how to develop, implement and sustain a service excellence strategy. Drawing on best practice examples and case studies, it provides easy-to-follow, practical guidance, plus checklists, exercises and tools. Customer Service in Your Organisation covers key topics including how to listen to the voice of the customer and measure service success, engage leaders and managers in driving customer service excellence, develop customer-centric processes and procedures, provide training and development in customer service excellence, reward and recognise service success, benchmark current levels of customer service and identify areas of weakness alongside an improvement plan to address these. About the Series: The HR Toolkits provide complete sets of customizable, printable resources to facilitate in-house training and development workshops and strategy design. Supplied as both ring binders and electronic files, and consisting of modules which can be used individually or combined for more extended programmes, the toolkits include ready-made practical exercises, handouts, discussion questions and more to upskill employees.

Customer Service Essentials is a must-read and a definitive source of information on effective management of customer service in Africa and beyond. Leveraging on unique concepts and practices developed in the field of customer service management, this book uses case studies and vignettes to reinforce learnings, drawing parallels to real life experiences. The book is a valuable resource for individuals and organizations, in the quest to achieve excellent customer service, increased productivity and enhanced employee satisfaction. It explores the practical challenges of customer service in Africa, examines critical success factors and provides guidelines for effective customer engagement in this evolving highly networked digital era. Policy makers, directors, managers and students will gain valuable and actionable insights on service management as they navigate the chapters.

In the challenging digital economy, bridging the gap between the external stakeholder and business entities through effective applications of technology carries more importance than ever before. By building a strong online presence and maintaining a long-lasting relationship with valuable customers through high-quality customer experience, companies continue to thrive during this digital age. The Handbook of Research on Technology Applications for Effective Customer Engagement is a pivotal reference source that provides vital research on the utilization of the best research practices for consumer satisfaction and loyalty. While highlighting topics such as target marketing, consumer behavior, and brand equity, this publication explores the applications of modern technology in marketing as well as recent business activities of international companies. This book is ideally designed for business professionals, practitioners, marketers, advertisers, brand managers, retailers, managers, academics, researchers, and graduate-level students.

Integration of artificial intelligence (AI) into customer relationship management (CRM) automates the sales, marketing, and services in organizations. An AI-powered CRM is capable of learning from past decisions and historical patterns to score the best leads for sales. AI will also be able to predict future customer behavior. These tactics lead to better and more effective marketing strategies and increases the scope of customer services, which allow businesses to build healthier relationships with their consumer base. Adoption and Implementation of AI in Customer Relationship Management is a critical reference source that informs readers about the transformations that AI-powered CRM can bring to organizations in order to build better services that create more productive relationships. This book uses the experience of past decisions and historical patterns to discuss the ways in which AI and CRM lead to better analytics and better decisions. Discussing topics such as personalization, quality of services, and CRM in the context of diverse industries, this book is an important resource for marketers, brand managers, IT specialists, sales specialists, managers, students, researchers, professors, academicians, and stakeholders.

"Knock your socks off service doesn't just happen. It requires coaching on an ongoing basis. Now, thanks to authors Kristin Anderson and Ron Zemke, supervisors have a practical guide to the day-to-day challenges that arise in training superior customer service people. This newest "Knock Your Socks Off" book explains how to help frontline employees hone their skills, maintain the motivation to perform, and meet new situations head-on. The authors present a model for successfully coaching anyone, anywhere, and they show readers how to apply it in familiar coaching situations. Everyone can appreciate Zemke and Anderson's strategies for handling the toughest coaching problems. And they will learn a most important new skill - teaching employees to be peer coaches, a growing need in the current era of teams and of doing more with less."

In the rapidly changing landscape of society, understanding how consumers make purchasing decisions is essential to the success of any product or service organization. As such, marketing professionals are looking for more effective ways to promote their goods and services to their customers. Analyzing Attachment and Consumers' Emotions: Emerging Research and Opportunities is a critical scholarly resource that examines the application of attachment theory to consumer brands and products. Featuring coverage on a broad range of topics, such as customer satisfaction, brand evaluation, and brand authenticity, this book is geared towards marketing professionals, consumer researchers, international business strategists, scholars, and graduate-level students.

Social networking venues have increased significantly in popularity in recent years. When utilized properly, these networks can offer many advantages within business contexts. Strategic Uses of Social Media for Improved Customer Retention is a pivotal reference source for the latest scholarly research on the implementation of online social networks in modern businesses and examines how such networks allow for a better understanding of clients and customers. Highlighting theoretical concepts, empirical case studies, and critical analyses, this book is ideally designed for researchers, practitioners, professionals, and upper-level students interested in improving and maintaining customer relationships.

In today's society, organizations are looking to optimize potential social interactions and increase familiarity with customers by developing relationships with various stakeholders through social media platforms. Strategic Customer Relationship Management in the Age of Social Media provides a variety of strategies, applications, tools, and techniques for corporate success in social media in a coherent and conceptual framework. In this book, upper-level students, interdisciplinary researchers, academicians, professionals, practitioners, scientists, executive managers, and consultants of marketing and CRM in profit and non-profit organizations will find the resources necessary to adopt and implement social CRM strategies within their organizations. This publication provides an advanced and categorized variety of strategies, applications, and tools for successful Customer Relationship Management including, but not limited to, social CRM strategies and technologies, creation and management of customers' networks, customer dynamics, social media analytics, customer intelligence, word of mouth advertising, customer value models, and social media channel management.