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Attack of the Customers: Why Critics Assault Brands Online and How To Avoid Becoming a Victim Paperback – November 30, 2012
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"As Paul and Greg show with fascinating examples, customers complain because they care. You'll learn how to respond effectively and how you can grow your business in the process."
-David Meerman Scott, author, The New Rules of Marketing and PR
"This book gives you the tools to stave off disaster. Ignore it at your peril."
-Mike Moran, co-author, Search Engine Marketing, Inc.
"Don't wait until you're in the middle of a social media crisis. Read, learn, and train against the knowledge captured here to manage your risk now."
-Jeremiah Owyang, Altimeter Group
"If your organization hasn't been savaged in social media yet, it may well be tomorrow. Read Attack of the Customers and be prepared."
-Peter Buechler, Marketing Guy 2.1
"A must-read for marketers and client service managers."
-Brent Pohlman, Midwest Labs
"The style of writing is fluid and informative...and the book is a surprising page-turner."
-Christina Kerley, Marketing Strategist
"The most highly rated book in the class. The students found it to be very informative and timely."
From the Author
If you have told most business leaders five years ago that they would soon host branded online spaces where angry customers complained about them in public, they would have laughed in your face. But today nearly every major company does exactly that on a site called Facebook.
Companies no longer control their brands; their customers do. Customers make their opinions know on their blogs, in social networks and on dozens of peer review sites. Entire industries are being transformed as a result. This phenomenon will sweep through nearly every industry, B2C and B2B alike. Customer satisfaction will be the hallmark of the world's great companies.
Attack of the Customers is a warning, but also a how-to manual for success. Its horror stories ultimately point to practices companies can use to build customer-centric cultures that resist attack, promote customer engagement and ultimately create barriers to competition. The great companies of the future will be those that put customers first. Here's how to do that.
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The highlighted cases all reacted to attacks in different ways, giving a wide variety of practical examples and their results which indicate the potential reaction of consumers to each type of response. The language used by the authors is non-technical and non-judgemental, providing a clear and unbiased view of the pros and cons of each type of response. Many of the insights are counter-intuitive and could probably only be gained by bitter experience in the absence of this guide, so I would count this book an essential tool for anyone considering, or already involved with, a social media corporate platform.
The style of writing is fluid and informative, without sinking into dense intellectualism, and the book is a surprising page-turner. For anyone involved in the crafting of a social media policy for a corporate, this book is very timely and should help to avoid some of the lasting and damaging mistakes made by others.
I recommend it for its clear examples, carefully drawn conclusions and easy-to-follow advice.
The first thing I realized while reading this book was that having a Facebook and LinkedIn account has not given me much useful knowledge about social media.
The nice thing about this book is that it provides a lot of useful information in a style that is easy to follow and understand. It starts off with real-world examples of both the wrong way and the right way to handle online attacks and then follows in greater detail with information about what your company should and should not be doing to plan for and deal with attacks.
There are many mentions of internet resources, top influencers and the tools that they use (blogs or other social media tools). If I had one request for this book, it would be a companion website that lists these resources with brief descriptions so that I didn't have to fill my book with sticky notes. But that's nit-picking; I really liked this book.