Executive Summary (This is a document excerpt)

As consumers rapidly adopt social media — and use it to voice their displeasure about brands and complain about products and services — customer service professionals struggle with how best to harness the power of the cloud to transform customer experiences. Forrester's interviews with savvy executives found that smart companies use five emerging best practices: Begin by taking ownership of the social media initiative; determine your customer social media goal; keep a laser focus on the customer experience; understand the fast-changing social technology landscape; and build a strong business case for change. By following these best practices, companies can use social media to enrich customer experiences, reduce customer service costs, and transform their businesses.

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