
By Micah Solomon
I’ll take over from here. I feel amply qualified to opine on a subject around which myself and author Micah have built careers.
At face value we’re confronted with a seismic change in how we manage the challenge of customer-centricity.
Amazon has in its sheer scale an amazing advantage. Self-badged as the world’s most customer-caring company, it does everything within its power — and of its suppliers, often — to make it stickier than flypaper.
I recently came into contact with @AmazonHelp on Twitter. They sure lived up to their name. This is a brand that gets it.
They also get the lion’s share of exceptional employees. I have no clue how many people have customer support in their Amazon job title. But it’s more than you.
Tumbling to earth, how do we provide the same interstellar service as those on Planet Amazon?
High-Tech, High-Touch Customer Service looks to answer that question. Micah Solomon correctly identifies that the MO for every enterprise is to generate unprecedented levels of loyalty in as many customers as possible, so as to avoid the huge cost of customer acquisition (said to be 8 times, and rising, the cost of retention).
We’re many years into a world where social networking is the norm. And therefore we’re ready to be reminded that social selling is as far from the right method for using social platforms as Mike Tyson from becoming a pacifist.
Instead of manipulating your prospective customers using Facebook Ads, smart marketers are leveraging the power of paying for reach on Mark’s network to find customers requiring exceptional support before they know it.
PPC and SEO, too, is being used to validate transactions both before and after they are completed. Reassurance, trust, authenticity and meaning are all covered in this great and practical guide to leveraging technology for providing best-in-class pre, during, and after sales service.
Thanks, Micah. You did us proud.
High-Tech, High-Touch Customer Service is available now on Amazon. And it’s recommended.

