Index
#hashtags, 98 Angie’s List, 110, 113–115, 137 3rdpoweroutlet.com, 59 Anheuser-Busch, 140 30-day free trial, 146 Animal Center of Huntington Beach, 37signals, 151 207–210 AOL, 67, 188 Accenture, 16 Apple Acronyms, as ineffective communication, customer service reviews, 150 7, 8 entertainment quotient, 34–37 Advertising Age, 131 Steps of Service, 35 AdWeek, 142 Application program interface (API), 97 The Age Curve: How to Profi t from the Appointment reminders, 39 Coming Demographic Storm, 132 Art, customer service as, 19 AIDS, 128 Asuret, Inc., 26 AJ Bombers, 111, 112, 214 AuctionWeb.com, 190–192 alexa.com, 86 Authenticity, 172–173 Alltop.com, 92 Autonomy, 183–184 Amazon.com, 31, 149, 150, 192, 244 Auto-response, 52 creation of, 193–198 Web Stores, 74 Baby Boomers, 122, 125–126, 131, 134–136 American Association for Retired Persons Bakas, Rick, 210–212 (AARP),COPYRIGHTED 125 Bandwidth MATERIAL issues, 57 American Booksellers Association Barnes & Noble, 30 Convention, 194 Bellamkonda, Shashi, 240 American Customer Satisfaction Index Berners-Lee, Tim, 187–188 (ACSI), 229 Best Buy, 149 American Express, 30, 31, 147 Better Business Bureau, 110 Anderson Analytics, 134, 135 Bezos, Jeff, 193–198 Android, 157 Big 6, 16
245
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BIGresearch, 147 live, 48, 53, 155 Bilingualism, advertising campaigns and, outsourced, 57–58 4–5 software, 56–57 Bing.com, 93, 166 Checkout, abandoning orders pre-, 47 Binhammer, Richard, 225–226 Children, working with, 39 Biography, providing company, 48 Choice, importance of offering, 1 BlackBerry, 157 Churchill, Winston, 93 Black Card Circle Foundation, 93 Cisney, Jennifer, 236 Blair, 149 CitySearch, 115 Blogger.com, 162 Civil Rights movement, 125 Blogging Clients, engaging, 37–40 answering customer questions via, 64, 65 cnet.com, 49 for business, 160–163 CNN, 237 customer engagement and, 61–64 Coca-Cola, 87, 140, 179 branding, 64–66 Cognitive processing, 13–14 reposting on Posterous, 66–68 Cold War, 125 hiring bloggers, 63 Coldwater Creek, 31, 149 regulations, 68–69 Colicchio, Tom, 40 See also Microblogging Collier Company, Inc., 170 Blogosphere, 61 Columbia University Business Bloomingdale’s, 30 School, 14 Blue Nile, 150 Comcast Bonuses, loyalty, 42 customer service, 223–225 Boscov’s, 30, 149 Twitter and, 87 Branding COMDEX, 198 promises, customer service, 16–17 Community See also Employees, as brand ambassadors advertising campaigns and, 5 Briss, Hugh, 105 social media and building sense of, 9 Brogan, Chris, 106 CompuServe, 188 Brown, Adam, 179 Computer repair, mobile, 216–217 Burke, Connie, 230–232 Container Store, 14 Convio, 123 Cable & Telecommunications Association Coolebaytools.com, 9 for Marketing (CTAM), 122, 124 Coopers & Lybrand, 16 Calderone, Tom, 130 Core culture, 30 Call centers CoTweet, 168 declining, 27 Coupland, Douglas, 128 decreased use of, 18 Craft restaurant, 40 handling urgent messages, 53 Crowd sourcing, 95 CardScan, 200 Crutchfi eld, 150 CBS, 170 Cuban Missile Crisis, 126 Celebrities, photographing, 44 Culture Certifi ed public accountants (CPAs), 58, 67 building corporate, 185 Chalkboarder, 41 corporate, 203 Changemaker, 81 shifts, 24 Chat CuriousJosh.com, 45 hosted solutions, 57 Customer relationship management Java-based, 56 (CRM), 15
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Customer reviews Electronic Delivery Confi rmation, 199 fi nding, 109–110 Eliason, Frank, 223–224 AngiesList.com, 113–115 E-mail lists, compiling, 52–53 CitySearch, 115 eMarketer.com, 132, 134, 135 Insider Pages, 115 Employees MerchantCircle, 116 as brand ambassadors, 169–175 Yelp.com, 110–113 FedEx, 175–178 handling, 116–117 investment, 178–185 monitoring, 163–165 social media policies, 178, 179 posting, 49 Endicia Internet Postage, 198–201 Customer service Engaging customers, 37–40 business value of, 24–25 Entertainment, 34–37 as foundational tenet, 7 Ergen, Charlie, 229 leaders in, 146–150 Ersnt & Young, 16 Customer Service Institute of America, 177 Etiquette, Web, 52–53 “Customer Service Manifesto,” 11 Expectations, understanding customer, Customers’ Choice Awards, 147–148, 149 119–122 generational differences, 122–133 D.E. Shaw, 193 misunderstanding a market, 138–143 Daily Grill, 41–42 social media and, 133–138 Data, role of, 22–23 Expert advice, ineffective, 7–8 Daytona Speedway, 139, 140 Eye contact, making, 39 DAZzle, 198 Dell, Inc., 87, 95, 179, 222, 225–227 Facebook Dial-A-ZIP, 198–199 10 targeting factors, 78–79 Diapers.com, 150 building communities on, 72–74 Direct messaging (DM), 96, 103–105 demographics, 122 DISH Network, 103 fan pages vs. personal pages, 74–75 customer service, 227–230 generational differences, 134–135, 137 Dodd, Chris, 87 increased communication with customers, 9 Dodger Blue, 138 power blocs and, 26 Domino Sugar, 230 restaurant customer service strategies, 42 DoubleClick, 150 setting up pages, 74–80 Dr. Phil, 97, 98 Facebook For Dummies, 74 Duggan, William, 14 Facebook and Twitter For Seniors For Dukakis, Michael, 123 Dummies, 74 DYMO, 200 Faith, establishing, 50 Dysfunction, interdepartmental, 16–17, Falls, Jason, 206 173–174 Fan pages, 72 Fears, alleviating customer, 38 E.T. the Extra Terrestrial, 23 Federal Express easyJet.com, 158 employee awards, 176–177 eBay Employee Purple Promise, 176 creation of, 190–193 employees as brand ambassadors and, customer complaints on, 5 175–178 See also AuctionWeb.com Federal Trade Commission (FTC) Eddie Bauer, 149 compliance with, 68–69 Einstein, Albert, 14 customer complaints to, 6
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Feedburner.com, 66 tweets indexed by, 90 Feingold, Russ, 87 Voice, 155–157 Fiesta Movement, 233 See also Blogger Flamour, 43 Gowalla, 208 Food trucks, 214–216 Gratitude, showing, 25 Ford Motor Company, 232–234 Great Depression, 123 Forrester 2007 Customer Experience Greenspan, Eric, 216–217 Index, 175 Gronbach, Ken, 132 Fortune 500 companies, 62 Gross domestic product (GDP), small “The Fortune 500 and Social Media: A business, 3 Longitudinal Study of Blogging and Guardian, 237 Twitter Usage by America’s Largest Companies,” 62 Harles, Robert, 241–243 Foursquare.com, 80–84, 137 Harrell, Sheila T., 177 France, Bill, 139, 140 “Harry’s Hints,” 199–200 Franklin, Ben, 93, 194 Hawaiian Tropic, 140 Fryer, Andrew, 39–40 Hayzlett, Jeffrey, 236 FutureTweets, 100 HealthGrades.com, 110 High-defi nition (HD) cameras, 59 g5live.com, 57 Highrise, 151–152 Gen Mix, 129–130 Hill, Annmarie, 207–210 General Motors, 230–232 Hippocratic oath, 37 Generation Jones, 126–128 Hispanic populations. See Multiculturalism Generation Net, 133 Hite, Amanda, 172 Generation Next, 130–133 Home Shopping Network (HSN), 31 Generation X, 128–129, 131, 134, 135, 136 HootSuite, 100, 168 Generation X: Tales for an Accelerated Hopkins, Paul, 158, 159 Culture, 128 Hotmail, 67 Generation Y, 130–133, 135, 136 “How to Fold a Bandana” video, 59 Generation Z, 133, 134, 135, 136 Hsieh, Tony, 56, 201–204, 243–244 Genius Bar, 35 HSN, 149 “Gen Mix Report,” 129–130 HubSpot, 161 Geolocation services, 80–84 Huffi ngton Post, 222 Gerth, Bill, 224–225 Humor, 39 GetSatisfaction.com, 158–159, 160 Hy.ly, 160, 168 Gingrich, Newt, 87 Hyatt Regency Tampa, 82 Gizmo5, 157 HyperText Markup Language Glen, Peter, 22–23 (HTML), 155 Gmail, 67 Golden Boomers, 126–128 Idol, Billy, 128 Gomez, Rolando, 43 Immigrants, importance of community to, Goodyear, 140 6, 10 Google, 9 Information, importance of product, 25 Ad Planner, 150 Information technology (IT), failed Alerts, 164 projects, 26 Live Chat, 56 Insider Pages, 115 News, 92 Interactive voice response (IVR), 53 profi les as alternative to Web site, 49–50 Internal Revenue Service, 194
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Internet service provider (ISP), auto- Lin, Alfred, 202, 204 responses, 52 Linen services, 217–219 Intuition LinkedIn, 134, 135, 137 to combat lack of interdepartmental LinkExchange, 56, 201–202 interaction, 17 Liquid Paper, 200 customer service feedback to inform, 14–15 live2support.com, 57 developing skills of, 19–21 L.L. Bean, 30, 31, 149, 150 leading by, 14 Longevity, 30 iPhones, 29, 157 Los Angeles Daily News, 142 Ireland, Kathy, 87 Los Angeles Dodgers, 138 It’s Not My Department: How America Los Angeles Times, 44 Can Return to Excellence-Given and Loyalty Receiving Quality Service, 22 communication and customer, 2, 5 ivillage.com, 49 employees and increasing customer, 169–170 J.D. Power and Associates, 173 restaurant strategies for, 40–42 Award, 33–34 revenue and, 24–25 Jackson, Jesse, 123 Lubin School of Business, 132 Jaffe, Joseph, 11 Java-based chat, 56 Macy’s, 149 JC Penney, 30, 149 MailChimp.com, 53 JDPower.com, 33 Mailing address, on Web sites, 48 JetBlue, customer service, 234–236 Make It Work, 216 Jet Propulsion Laboratory (JPL), 237 “Making Your Fortune Online,” 199 Johnson, Ron, 35 Malls, super-regional, 4 Johnson Wax, 140 Marketing, lack of interdepartmental Johnston, Morgan, 234 interaction and, 16–17 Just Do It program, 197 Mars Phoenix, 237–238 Marshall Field’s, 30, 149 Kate Spade boutiques, 82–83 Massimino, Mike, 239 Kathy Ireland Worldwide, 87 Matan, Sanjay, 201 Kennedy, John F., 126 Matures, 124, 125 Kerry, John, 123 Mayorships, 80, 81–82 King, Martin Luther, Jr., 126 McCain, John, 87, 123 Kingman, Jeffrey J., 41, 99 McCray, Becky, 64 Kodak, 236–237 McGregor, Veronica, 237 Kohl’s, 31, 149 medicalgrades.com, 115 Korean War, 125 Meebo Me, 55 Krigsman, Michael, 26 Mehta, Manish, 222 Kutcher, Ashton, 87 Meta redirect, 162 Microblogging, 85–91 Lands’ End, 31, 149 content, 91–98 Lane Bryant, 149 etiquette, 105–107 Latisse, 68 See also Twitter The LA Weekly, 44 Microsoft Lawson, John, 59 Fuse Labs, 166 Leiser, Jordy, 148 Offi ce Outlook 2007, 50 Lexar Elite, 43 Windows Movie Maker, 59
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Microsoft (continued) Personal lives, inquiring about customer, 38 purchase of LinkExchange, 201–202 Personal Postage System, 198–199 See also Bing.com Peter Glen Retailer of the Year award, 23, 147 Millennials, 130–133 Petouhoff, Natalie, 15 Mimio, 200 Pew Research Center, 92, 121 Monty, Scott, 232–234 Phone numbers, on Web sites, 48 Mooney, Kelly, 132 Phone tree, 53 Mr. Tweet, 166 Photographic Therapy, 43 Multiculturalism, advertising and, 4–5 Photography Murphy USA, 81 customer service and, 42–45 MySpace, 134, 135, 137 on Web sites, 153 Playboy, 43 NASCAR, 138–143 Pop culture, and customer service, 23 National Aeronautics and Space Popurls.com, 92–93 Administration (NASA), 237–239 Posterous.com, 66–68, 77 National Retail Federation (NRF), 22–23, Posting, cross-, 67 31, 147, 148 Postwar generation, 125 National Science Foundation (NSF), 240 Power bloc, customer, 26 Navigation, ease of site, 25 Price Waterhouse, 16 Neiman Marcus, 30 PSI Associates, 198, 199 Network Solutions, 239–241 Public relations Network on Transitions to Adulthood, 121 lack of interdepartmental interaction New York Times, 14, 106 and, 16–17 Newegg.com, 149 melding with customer service, 18 Newell Rubbermaid, 200 Purolator, 140 newser.com, 93 Nexus, 194 Queries, classifying, 50–52 ning.com, 157 Quicktime Pro, 59 Nordstrom, 30, 31, 32, 146, 149 QVC, 31, 149 Nordstrom, John, 32 R.J. Reynolds Tobacco, 140 Oath of Geneva, 37–38 Raffaele, Dave, 235 Obama, Barack, 87, 127 RateMDs.com, 110 Olde, Jeff, 130 Reagan, Ronald, 127 Omidyar, Pierre, 190–192, 197 Really Simple Syndication (RSS) stream, 66 openID, 92–93 REI, 149, 150 Open Table Management Software, 40 Reiss, Josh, 44 Overstock.com, 31, 149 Research, 32–34 Respect Palin, Sarah, 87 declining, 9 Palm WebOS, 157 importance of, 8 Part-time employment, 4 photography and earning client, 43 Patients, engaging, 37–40 treating customers with, 1, 38 Paul, Ron, 123 Restaurants, customer service and, 40–42 PayPal, 152 Return on investment (ROI), social media PBS, 199 model, 15 Pennzoil, 140 Revenue, commitment to growing, 3 Peppers, Don, 21 Rewards, customer, 80–84 PepsiCo, 139 Right-brain/left-brain processes, 13
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Rogers, Martha, 21 Sperry, Roger W., 13 Rokaw, Joshua, 38 Spiegel, 30 Rules, employee attrition and adherence Spielberg, Steven, 23 to, 19 Spindex, 166 St. Supéry vineyards, 210–212 Safe sex, 128 Staples, 150 Saks Fifth Avenue, 30, 142 Starbucks, 83 Salesforce.com, 151–152, 160 GetSatisfaction.com and, 159 Science, customer service as soft, 19, 25–26 Twitter and, 87 Searches, accuracy of internet, 164 Star Trek, 189 Sears, 30, 150, 194, 241–243 Stein Mart, 30 Secret shopper program, 23 STELLA Service, 148–150 Seesmic, 168 Steves-digicams.com, 49 Sequoia, 204 Stickiness, 192 Shields, Brooke, 68 STP, 140 Shopping centers. See Malls, super-regional Strategic Intuition: The Key to Innovation, 14 Short Message Service (SMS), 157 Studio Bar, 35 Silent Generation, 123 Support, customer, 159–160 SingularCity.com, 79 Surveys, customer, 33, 41 Skype, 54–55, 155 Small business Talent Revolution, 172 customer service advantage of, 15–16 Target, 141 contribution to national economy, 3–4 Team orientation, 123 vs. large business strategies, 2, 21 “TechCrunch,” 224 management styles, 2–3 Technology, decreased customer service SmallBizSurvival.com, 64 and, 6 Small Business Administration (SBA), Telephone. See Google Voice defi nition of small business, 3 Testimonials, on Web sites, 48 Social media ThinkGeek.com, 153 building communities on, 71 Tiffany & Co., 30 customer complaints and, 18 Tindell, Kip, 14 feedback and marketing, 17–18 tmz.com, 93 increased communication with customers, Top Chef, 40 9, 10 Townsend, Scott, 218 monitoring customer reviews, 165–166 Trailing-edge Boomers, 126–128 restaurant use of, 42 Transparency, blogging and, 65 staffi ng service, 206–207 Trophy Generation, 132 See also specifi c networks Trust Agents, 106 Social Media Explorer LLC, 206 Twain, Mark, 93 SocialMention.com, 165–166 tweetchat.com, 99 Socialsearch.com, 166 TweetDeck, 168 Society Rewards, 81 TweetPsych.com, 90 Sorge, Joe, 213–214 Tweetups, 88 Southern California Auto Racing, 139 Twellow, 166 Spade, Kate, 82–83 twiogle.com, 166 Spam, avoiding, 96 Twitter Spears, Brittany, 87 Apple on, 36 Specialization, lack of communication as a chats and #hashtags, 98–100 result of, 17 content, 91–98
bbindex.inddindex.indd 251251 111/22/101/22/10 9:05:359:05:35 PMPM 252 Index
Twitter (continued) “Weaving the Web,” 188 direct messaging, 103–105 Wall Street Journal, 81, 224 vs. Facebook, 72–74 Wal-Mart, 141 feedback about doctors, 37 Water Buffalo, 213–214 following others, 102–103, 166–167 Watergate, 128 Fortune 500 companies on, 62 “Weaving the Web,” 188 frequency, 100–102 Weber Shandwick, 15 generational differences, 134, 135, 137 Web Intelligence, 34 GetSatisfaction.com and, 159 Web site increased communication with gaining customer trust, 48 customers, 9 importance of creating/maintaining, 47 linking blog posts through, 162 Frequently Asked Questions (FAQs) on, managing your stream, 167–168 48, 152–153, 157–159 as microblogging, 89–91 handling urgent messages, 53–58 power blocs and, 26 videos for product and service restaurant customer service strategies, 42 explanations, 58–60 statistics about, 85–87 WeFollow, 166 See also Microblogging Welcoming homepages, 25 TwitterAnalyzer.com, 86–87 Western Bagel, 76 twubs.com, 99 Whitehouse, Harry, 198–201 Whitman, Margaret, 192 U.S. Census Bureau, 120, 121, 129, 133 Whostalkin.com, 166 U.S. Defense Information Systems Agency Whrrl.com, networking via, 80–84 (DISA), 239 Widgets U.S. Postal Service (USPS), 198, 199 customizable, 54 Undercover Boss, 170–171 fl ash, 55 Unemployment rates, small businesses for Google Voice, 156 and, 4 Windows, 157 United Linen & Uniform Services, Wolk, Alan, 142 217–219 WordPress, 155, 162 University of Massachusetts, 62 World War II generation, 123–124, 134, Urgent messages, handling, 53–58 135, 136 Usenet, 188 Writing skills, blogging and, 63 WSJ.com, 81 wthashtag.com, 99 Values, communicating personal, 31 VH1, 129–130 Victoria’s Secret, 54 Yahoo!, 67, 192 Vietnam War, 126 Yang, Lotay, 93 Vimo.com, 110 Yelp.com, 110–113, 137 Vitals.com, 110 YouTube.com, 58, 60 Voice-over Internet Protocol (VoIP), 157 Zappos.com, 31, 56 Waid, Steve, 141 customer service, 148, 149, 243–244 Waiting rooms, uninspired, 37 development of, 202–204 Walker Information, Inc., 24 Twitter account, 87 “The Walker Loyalty Report for Online Zarrella, Dan, 90–91 Retail,” 24 Zendesk, 160
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