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For Application Development & Delivery Professionals

Best Practices: Five Strategies For Customer Service Social Media Excellence

Use Social Technologies To Improve Customer Experiences And Lower Costs

August 14, 2009


  • By Natalie L. Petouhoff, Ph.D.
  • with William Band,
  • Jeremiah K. Owyang,
  • Andrew Magarie

Why Read This Report

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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Table of Contents

  • Consumers Adopt Social Media, But Customer Service Professionals Struggle
  • Successful Adopters Use Five Strategies To Capitalize On Social Technologies
  • Best Practice No. 1: Take Ownership
  • Best Practice No. 2: Determine Your Goals
  • Best Practice No. 3: Focus On The Customer Experience
  • Best Practice No. 4: Understand The Social Technology Landscape
  • Best Practice No. 5: Build The Business Case
  • Forrester's Customer Service Social Media Next Practices
  • Identifying Your Challenges
  • Case Studies
  • Supplemental Material
  • Related Research Documents