Attack of the Customers: Why Critics Assault Brands Online and How To Avoid Becoming a Victim

Customers don't suffer in silence anymore. Today they make their gripes public on the branded websites of the very businesses they attack. Online customer attacks have struck some of America's biggest brands, and the volume and scope is growing dramatically. You no longer have the luxury of time to respond. An attack can go global in a matter of hours. Attack of the Customers shows how social media can be used to destroy as well as to build. It provides actionable strategies to prepare for and prevent disaster from striking your company. And it shows you how creative engagement can turn critics into raving fans. As this book shows with fascinating real-world examples, customers complain because they care. In these pages, you'll learn how to respond effectively and how you can grow your business in the process.

Author: Greg Gianforte, Paul Gillin
Publisher: Createspace Independent Publishing Platform
Published: 11/30/2012
Pages: 258
Binding Type: Paperback
Weight: 0.77lbs
Size: 9.02h x 5.98w x 0.54d
ISBN13: 9781479244553
ISBN10: 1479244554
BISAC Categories:
- Business & Economics | Public Relations

About the Author
Paul Gillin is a writer, speaker and online marketing consultant who specializes in helping businesses use content to reach customers. A popular speaker and writer, he has addressed more than 100 groups and published more than 150 articles since 2008. He is a veteran technology journalist with more than 25 years of editorial experience, including 13 years exclusively online. His books include The New Influencers, Secrets of Social Media Marketing, The Joy of Geocaching (co-authored with wife Dana) and Social Marketing to the Business Customer (co-authored with Eric Schwartzman). Paul is a columnist for BtoB magazine and a director of the Society for New Communications Research. Greg Gianforte has started five successful software companies. He founded RightNow Technologies in 1997 with a mission to rid the world of bad experiences. The company enjoyed 15 years of continuous growth. At the time of its sale to Oracle in 2011, it had more than 2,000 large customers, 1,100 employees and $225 million in annual revenue. Among his many awards are Ernst & Young's Pacific Northwest Entre-preneur of the Year and the Leader Award from CRM magazine. he was inducted into the CRM Hall of Fame in 2007. His books include Bootstrapping Your Business and Eight to Great: Eight Steps to Delivering an Exceptional Customer Experience.

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