Sample Chapter Attack of the Customers Why Critics Assault Brands Online and How To Avoid Becoming a Victim By Paul Gillin with Greg Gianforte AttackOfTheCustomers.com Buy on Amazon: bit.ly/AOTCBook Limit of Liability/Disclaimer of Warranty: While the authors have used their best efforts in preparing this book, they make no repre- sentations or warranties with respect to the accuracy or complete- ness of its contents and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. The advice and strategies contained herein may not be suitable for your situa- tion. Consult with a professional where appropriate. The authors shall not be liable for any loss of profit or any commercial damag- es, including but not limited to special, incidental, consequential or other damages. Do not read while operating heavy machinery. May cause agitation. For questions about reprints, excerpts, republication or any other issues, send an e-mail to
[email protected]. Copyright © 2012 Paul Gillin and Greg Gianforte All rights reserved. ISBN: 1479244554 ISBN-13: 978-1479244553 For Lillian and Blair Contents INTRODUCTION VII CHAPTER 1: WHEN CUSTOMERS ATTACK 1 Attacks come from nowhere and strike even the biggest brands. Poor customer service is often the cause. CHAPTER 2: HOW ATTACKS HAPPEN.......15 Analysis of three recent attacks shows the power of social media to both accelerate and distort their magnitude. CHAPTER 3: STUDIES IN SOCIAL MEDIA CRI- SIS.......27 Learn from the experience of seven attack victims. CHAPTER 4: WHY CUSTOMERS ATTACK.......46 The surprising truths about what foments customer dissatisfaction and why attackers can also be valuable allies.