Do you know what your customers are saying about you online? Sticking your head in the sand is not a strategy. The chatter about your organization is happening right now. Regardless of whether you like it or respond to it.

Social media is the biggest thing happening to the customer service industry since the mid 1960s when modern day call centres were born. Traditionally written customer service letters were replaced with live telephone conversations. Now social media has made this conversation public. It's real-time and it's global.

Fear is understandable, but there is no going back. The technology won't uninvent itself. Social is here to stay. Failure to learn new ways will leave your organization light-years behind the competition.

The upside is that when you get it right for your customer, others can now witness how you actually look after them. Your behaviour becomes your credentials. The relationship between service, experience, loyalty, recommendation and purchasing behaviour has been widely proven. Effective customer service matters.

Social customer service simply ups the stakes.

"Martin and Carolyn are about to put you through boot camp to explore the wilderness of peer-to-peer communities and social networks. They won't give you the magic key to your social media support conundrums but they will give you the field manual and a few war stories."
Rorey Jones, Global Community Manager, Spotify

"Welcome to the new world. Customer service has changed for good with the advent of social media. And so have the rules. The problem is that the rules have not yet been written down. And many of them have not yet been invented.

So how do you play on a field where the rules of engagement are at best vague? This is where Delivering Effective Social Customer Service comes in. It is a handbook that helps you to navigate the whole new world of customer service. It is in many ways the new rule book for customer service."
Jonty Pearce, Editor of Call Centre Helper

"Martin and Carolyn have made a major contribution to knowledge. Social will redefine customer service and its delivery over the next decade and this book will help leaders set strategy to meet the challenges ahead."
Jon Snow, Chairman, Directors' Club (GB & NI)

"A thought provoking and insightful read for today's customer service professional in an evolving customer experience world."
Cormac Connolly, Director of Channel Development at Virgin Media

"When two of the most respected individuals in the UK contact centre industry collaborate on such an important topic then we must surely listen to them! Customer service continues to change, both in how we define it and in the number of channels available for our customer to choose from. Whatever we feel about it, social media is certainly growing in use and this book gives every organization some invaluable and practical tools to help them face the challenge.

Recommended reading for all of us who are involved in delivering services to our customers and a valuable contribution to the current debate."
Ann-Marie Stagg, Director of the Call Centre Management Association in the UK & Vice-President of the European Confederation of Contct Centre Organizations