I now have a copy of Paul Gillin’s book Attack of the Customers, available on Amazon, which I’ll dive into just after CES. The jist of it is how customers are rising up to have their voices heard: Why critics assault brands online and how to avoid becoming a victim.
He raises the point that an attack from a customer or a flurry of customers can go global and viral ina matter of hours, not days or weeks. The impact to a big brand once something negative goes viral can be traumatic.
Attack of the Customers explains how social media can be used to destroy as well as to build. It offers actionable strategies to prevent and prepare for disasters before they strike a company, demonstrating ways that creative engagement can turn critics into raving fans.
Read an excerpt from the book Gillin published many months ago before the book was published using the example of when Procter & Gamble announced the most significant technical advance in disposable diapers in a quarter century. The new Dry Max line featured an absorbent gel that improved diaper efficiency while cutting materials and costs by 20%.
He uses real examples from some of the biggest brands today. He asserts that customers complain because they care and when they care, you can turn a disaster or potential one into a positive outcome using social media and other effective ways to communicate online.
Additionally, Paul’s blog post on the book’s unveiling offers a discount code for 30% off.