Введение
1. John Tschohl, «Companies Don’t See Reality in Their Service Reflec-tion», Service Quality Institute, March 21, 2013, http://www.customer-service.com/blog/201303/companies_misunderstand _what_customers_want (accessed September 7, 2015).
2. Там же.
3. Arizona State University, «Will We Ever Learn? The Sad State of Customer Care in America», Customer Care MC, November 2013, http://www.customercaremc.com/wp/wp content/uploads/2014/ 01/ KeyFindingsFrom2013NationalCustomerRageSurvey.pdf (по состоянию на 7 сентября 2015 года).
4. Jay Z., «White Castle in Cicero, IL», Yelp, August 11, 2008, http:// www.yelp.com/biz/white-castle-cicero?hrid=GU232Z7i7ezHiJ _l9URvrQ (accessed September 7, 2015).
Глава 1. ПОЧЕМУ ВЫ ДОЛЖНЫ ПОЛОЖИТЕЛЬНО ВОСПРИНИМАТЬ ЖАЛОБЫ
5. Ray S., «Fresh Brothers Pizza in Hollywood Hills, CA», Yelp, April 10, 2014, http://www.yelp.com/biz/fresh-brothers-hollywood?hrid=rGCtkl7dq0LF-sMf-fN0_Q& (accessed September 7, 2015).
6. Debbie Goldberg, «Fresh Brothers Pizza in Hollywood Hills, CA». Yelp, August 29, 2014, http://www.yelp.com/biz/fresh-brothers-hollywood?hrid=rGCtkl7dq0LF-sMf-fN0_Q& (accessed September 7, 2015).
7. Chris V., «Fresh Brothers Pizza, Hollywood Hills, CA», Yelp, April 28, 2015, http://www.yelp.com/biz/fresh-brothers-hollywood?hrid =BCyG‐1uCaY_dgGVykRwtiw (accessed September 7, 2015).
8. Debbie Goldberg, «Fresh Brothers Pizza in Hollywood Hills, CA», Yelp, May 8, 2015, http:// www.yelp.com/biz/fresh-brothers‐hollywood?hrid=BCyG‐1uCaY_dgGVykRwtiw (accessed September 7, 2015).
9. Bente Lilja Bye, «Volcanic Eruptions: Science and Risk Management», Science 2.0, May 27, 2011, http://www.science20.com/planetbye/volcanic_eruptions_science_and_risk_ management‐79456 (Сентябрь 7, 2015).
10. Shaun Smith, «Marketing Is a Tax You Pay for Being Unremarkable», Customer Think, April 1, 2008, http://customerthink.com/marketing_tax_being_unremarkable/ (Сентябрь 7, 2015).
11. Janelle Barlow and Claus Moller, A Complaint Is a Gift: Recovering Customer Loyalty When Things Go Wrong (San Francisco: Berrett-Koehler, 2008), Kindle edition.
12. Frederick F. Reichheld and W. Earl Sasser Jr., «Zero Defections: Quality Comes to Services», Harvard Business Review, October 1990, https://hbr.org/1990/09/zero-defections-quality-comes to services/ar/1 (Сентябрь 7, 2015).
13. http://gawker.com/british-writer-tracks-down-teen-who-gave-his-book-a-bad‐1741713016?utm_expid=66866090–62.YkETBcIMTk2uX1oytHipyg.0.
14. Jacob Sapochnick, «The Social Landscape of 2015: Reflection on SMMW 2015», Enchanting Lawyer, April 6, 2015, http://www.enchantinglawyer.com/social-landscape/ (accessed September 7, 2015). Andrew P. Turko, «Email to Tim Cook Regarding the Launch», MacRumors, April 10, 2015, http://forums.macrumors.com/showthread.php?t=1865424 (Сентябрь 7, 2015).
15. Guy Winch, The Squeaky Wheel: Complaining the Right Way to Get Results, Improve Your Relationships, and Enhance Self-Esteem (New York: Walker Publishing Company, 2011), Kindle edition.
16. Ibid.
17. Rob Markey and Fred Reichheld, «The Economics of Loyalty», Bain & Company, March 23, 2012, http://www.bain.com/publications/ articles/the-economics of loyalty.aspx (Сентябрь 7, 2015).
18. Rob Speciale, Twitter, March 11, 2013, https://twitter.com/ RobSpeciale/status/311297618389127168 (Сентябрь 7, 2015).
19. Discover Financial Services, Twitter, March 11, 2013, https://twitter.com/Discover/status/311299872328384512 (accessed Сентябрь 7, 2015).
20. Rob Speciale, Twitter, March 11, 2013, https://twitter.com/ RobSpeciale/status/311300980841017344 (Сентябрь 7, 2015).
21. Peter Shankman, Zombie Loyalists (New York: St. Martin’s Press, 2015), Kindle edition.
22. Winch, The Squeaky Wheel: Complaining the Right Way to Get Results, Improve Your Relationships, and Enhance Self-Esteem (New York: Walker Publishing Company, 2011), Kindle edition.
23. Mary Shulzhenko, «Customers 2020: The Future of B to B Customer Experience (Infographic)», Provide Support (blog), April 2, 2015, http://www.providesupport.com/blog/customers‐2020-infographic/ (accessed September 7, 2015).
24. Customers 2020: The Future of B to B Customer Experience, Walker, http://www.walkerinfo.com/Customers2020/ (Сентябрь 10, 2015).
25. John R. DiJulius III, The Customer Service Revolution: Overthrow Conventional Business, Inspire Employees, and Change the World (Austin, TX: Greenleaf Book Group Press, 2015), Kindle edition.
Глава 2. ДВА ТИПА НЕНАВИСТНИКОВ И ДНК ЖАЛОБ
26. «2014 State of Multichannel Customer Service Survey», Parature, 2014, http://ww2.parature.com/lp/report‐2014-state-multichannel cs – survey-comm.html (Сентябрь 10, 2015).
27. FlashAndFilm, «Consumer Calls Jimmy Dean with Sausage Complaint», YouTube, January 5, 2011, https://www.youtube.com/ watch?v=7CuXf2iMem0 (Сентябрь 7, 2015).
28. «Extreme Customer Expectations Have Gone Global», Lithium, October 15, 2014, http://www.lithium.com/company/news-room/ press-releases/2014/extreme-customer-expectations-have-gone – global (Сентябрь 7, 2015).
29. Там же.
30. Olga Ter Voert, «Complaints on Social Media (and How to Minimise the Damage They Cause)», TNS NIPO, November 28, 2013, http:// www.slideshare.net/oursocialtimes/complaints on social-media – and-how to minimise-the-damage-they-cause-olga-ter-voert-tns – nipo (Сентябрь 7, 2015).
31. Guy Winch, The Squeaky Wheel.
32. Gotta Kid to Feed, «Real Actors Read Yelp», YouTube, February 14, 2013, https://www.youtube.com/watch?v=FUV7GH4Qidc (Сентябрь 7, 2015).
33. Mandi Woodruff, «Here’s How Much It Cost a British Airways Customer to Blast the Company in Promoted Tweets», Business Insider, September 4, 2013, http://www.businessinsider.com/hasan-syed-spent‐1000 to blast-british-airways on twitter‐2013 9 (Сентябрь 7, 2015).
34. Alyson Shontell, «Angry Customer Buys Promoted Tweets to Bash British Airways for Losing His Luggage», Business Insider, September 3, 2013, http://www.businessinsider.com/customer-buys-promoted-tweets to bash-british-airways‐2013 9 (Сентябрь 7, 2015).
35. Kabir Chibber, «Science Can Now Spot Trolls After Just Five Horrible, Malicious Comments», Quartz, April 19, 2015, http:// qz.com/386694/science-can-now-spot-trolls-after-just-five-horrible-malicious-comments/ (accessed September 7, 2015).
36. Matt Weinberger, «Twitter Is Testing a Tool to Zap Hate Speech», Business Insider, March 23, 2015, http://www.businessinsider.com/twitter is testing a tool to zap-hate-speech‐2015 3 (Сентябрь 7, 2015).
37. «Most Responsive Brand on Twitter», Guinness World Records, http:// www.guinnessworldrecords.com/world-records/most-responsive-brand on twitter/ (Сентябрь 10, 2015).
Глава 3: Hatrix: КТО ЖАЛУЕТСЯ, ГДЕ И ПОЧЕМУ
38. «About Net Promoter», Satmetrix, Net Promoter Community, http:// www.netpromoter.com/why-net-promoter/about-net – promoter (Сентябрь 10, 2015).
39. «Local Consumer Review Study 2015», BrightLocal, https:// www.brightlocal.com/learn/local – consumer-review-survey/ (Сентябрь 10, 2015).
«Extreme Customer Expectations Have Gone Global», Lithium, October 15, 2014, http://www.lithium.com/company/news-room/ press-releases/2014/extreme-customer-expectations-have-gone – global (Сентябрь 7, 2015).
Глава 4. ОБСЛУЖИВАНИЕ КЛИЕНТОВ – ЗРЕЛИЩНЫЙ ВИД СПОРТА
40. Fishburn Hedges and Echo Research, «The Social Media Customer», Institute of Customer Service, https://www.instituteofcustomerservice.com/files/The_social_media_customer_by_Fishburn_Hedges.pdf (Сентябрь 11, 2015).
41. Gadi Benmark and Dan Singer, «Turn Customer Care into ‘Social Care’ to Break Away from the Competition», Harvard Business Review, December 19, 2012, https://hbr.org/2012/12/turn-customer-care-into-social/ (Сентябрь 11, 2015).
42. Olga Ter Voert, «Complaints on Social Media (and How to Minimise the Damage They Cause)». TNS NIPO, November 28, 2013, http://www.slideshare.net/oursocialtimes/complaints on social-media-and-how to minimise-the-damage-they-cause-olga-ter-voert-tns-nipo (Сентябрь 7, 2015).
43. Priscilla Jones’s profile on Spiceworks, http://community.spice works.com/people/priscilla hp (Сентябрь 11, 2015).
44. Chris Gillis and Priscilla Jones, «HP P4515X Has an Identity Issue», Spiceworks, http://community.spiceworks.com/topic/953926 hp p4515x-has an identity-issue (Сентябрь 11, 2015).
45. Hotel 41 profile page, TripAdvisor, http://www.tripadvisor.com/ Hotel_Review-g186338-d188961-Reviews-Hotel_41-London _England.html#REVIEWS (Сентябрь 11, 2015).
46. Douglas L., «Service Beyond Any Expectation», TripAdvisor, June 16, 2015, http://www.tripadvisor.com/ShowUserReviews-g186338-d188961-r280686288-Hotel_41-London_England.html# (Сентябрь 11, 2015).
47. Bill Tancer, Everyone’s a Critic (New York: Portfolio, 2014), Kindle edition.
48. Wendy Davis, «Yelp Takes Aim at Fake Review Purveyors», Online Media Daily, February 17, 2015, http://www.mediapost.com/ publications/article/243957/yelp-takes-aim at fake-review-purveyors.html# (Сентябрь 11, 2015).
49. WanderingRoots and Murray Waters, TripAdvisor, http://www.tripadvisor.com/ShowUserReviews-g155043-d188301-r120803621-Ramada_Saskatoon-Saskatoon_Saskatchewan.html (Сентябрь 11, 2015).
50. Chef John Howie, «Let’s See If We Can’t Fix That Experience for Her», YouTube, June 11, 2009, https://www.youtube.com/watch?v=iaRkLPQHGLg&feature=youtu.be (Сентябрь 11, 2015).
51. Primrose Riordan, «Sarah Hanson-Young Reads Out ‘Mean Tweets’ in New Video», Sydney Morning Herald, March 19, 2015, http:// www.smh.com.au/ federal-politics/ political-news/sarah -hansonyoung-reads-out-mean-tweets in new-video‐20150319–1m2sww.html (Сентябрь 11, 2015).
Joe Mullin, «FTC Busts Auto-Shipping Company for Its Discounts-for-Reviews Deal», Ars Technica, April 20, 2015, http://arstechnica.com/tech-policy/2015/04/20/ftc-busts-auto-shipping-company-for-its-discounts-for-reviews-deal/(Сентябрь 11, 2015).
52. Tancer, Everyone’s a Critic.
53. Will Cook, «Grade DC: How Citizen Feedback Is Changing Service Delivery», Government Technology, October 16, 2013, http:// www.govtech.com/ data/ Grade DC How– Citizen – Feedback Is Changing-Service-Delivery.html (Сентябрь 11, 2015).
54. «Bad Reviews Are Good for Business», Reevoo, eBook, 2013, https://www.reevoo.com/resources/bad-reviews-are-good-for – business/ (Сентябрь 11, 2015).
55. Conversocial, The Definitive Guide to Social Customer Service, 2015 edition, http://cdn2.hubspot.net/hubfs/154001/The_Definitive _Guide_to_Social_Customer_Service_2015.pdf (Сентябрь 11, 2015).
56. Todd Kron, Twitter, https://twitter.com/Shutterstock/status/56808 4567485255680 (Сентябрь 11, 2015).
57. Suzanne Deveney, Twitter, https://twitter.com/soozed/status/5680 97544787644417 (Сентябрь 11, 2015).
58. Cade Metz, «Twitter Now Lets Total Strangers Direct-Message You», Wired, April 20, 2015, http://www.wired.com/2015/04/twitter – allows-direct-messages-people-dont-follow/ (Сентябрь 11, 2015).
59. uShip, Facebook page member support application, https://www.facebook.com/uShip/app_267506003363207 (Сентябрь 11, 2015).
60. Jillian D’Onfro, «Facebook Made a Huge Move This Week That Could Lead to Its Next Billion-Dollar Business», Business Insider, June 27, 2015, http://www.businessinsider.com/why-facebook-messenger is big-business-for-facebook‐2015 6 (Сентябрь 11, 2015).
Глава 5. БОЛЬШИЕ «НО»: 5 ПРЕПЯТСТВИЙ, МЕШАЮЩИХ ОТЛИЧНОМУ СЕРВИСУ
61. «2014 State of Multichannel Customer Service Survey», Parature.
62. Customers 2020, Walker.
63. Joe Causon, «Customer Complaints Made Via Social Media on the Rise», Guardian, May 21, 2015, http://www.theguardian.com/ media-network/2015/may/21/customer-complaints-social-media-rise? CMP=new_1194&CMP (Сентябрь 11, 2015).
64. Andrea Ayers, «Why Customer Service Jobs Will Grow and Grow», Forbes, February 25, 2010, http://www.forbes.com/2010/02/25/ customer-service-jobs-leadership-managing-marketing.html (Сентябрь 11, 2015).
65. Conversocial, Definitive Guide to Social Customer Service.
66. DiJulius III, Customer Service Revolution.
67. «Umpqua Holdings Corporation», Wikipedia, http://en.wikipedia.org/wiki/Umpqua_Holdings_Corporation (Сентябрь 11, 2015).
68. Там же.
69. Barlow and Moller, A Complaint Is a Gift.
70. Cheryl Lin Rodsted, Instagram, https://instagram.com/p/1ew XhJPAZ1/ (Сентябрь 14, 2015).
71. Ibid.
72. Judith E. Glaser and Richard D. Glaser, «The Neurochemistry of Positive Conversations», Harvard Business Review, June 12, 2014, https:// hbr.org/ 2014/ 06/ the-neurochemistry of positive-conversations/ (Сентябрь 14, 2015).
73. Там же.
74. Lee Cockerell, The Customer Rules: The 39 Essential Rules for Delivering Sensational Service (New York: Crown Business, 2013), Kindle edition.
75. «Subaru for the Win!’ Dealership Hits Back at Union Protest with Kick-Ass Sign», Twitchy, March 14, 2014, http://twitchy.com/2014/03/14/subaru-for-the-win-dealership-hits-back at union-protest-with-kick-ass-sign-pics-video/ (Сентябрь 14, 2015).
76. «Social Commerce: Bad Reviews Are Good for Business», Reevoo, February 11, 2002, https://www.reevoo.com/news/social-commerce 203-bad-reviews-are-good-for-business/ (Сентябрь 14, 2015).
77. Daniel Lemin, Manipurated: How Business Owners Can Fight Fraudulent Online Ratings and Reviews (Fresno, CA: Quill Driver Books, 2015), advance electronic copy.
78. Mara Siegler, «Hotel Fines $500 for Every Bad Review Posted Online», New York Post, Page Six, August 4, 2014, http://pagesix.com/2014/08/04/ hotel-charges‐500-for-every-bad-review – posted-online/ (Сентябрь 14, 2015).
79. Amy Langfield, «Hotel’s $500 ‘Joke’ Led to 3, 000 Bad Reviews», Today, August 5, 2014, http://www.today.com/news/union-street – guest-houses‐500-joke-led 3 000-bad‐1D80024902 (Сентябрь 14, 2015).
80. Rabith Z, Yelp, November 21, 2013, http://www.yelp.com/biz/ union-street-guest-house-hudson?hrid=_pR59VY-c19Nmxt 4r9X9w (Сентябрь 14, 2015).
81. Cockerell, The Customer Rules.
82. Reichheld and Sasser, «Zero Defections».
83. Luke Brynley-Jones, «Can Customer Service Deliver a Higher ROI Than Marketing?» Our Social Times, September 18, 2014, http://oursocialtimes.com/can-customer-service-deliver a higher-roi-than-marketing/ (Сентябрь 14, 2015).
84. Frank Eliason, @ Your Service: How to Attract New Customers, Increase Sales, and Grow Your Business Using Simple Customer Service Techniques (Hoboken, NJ: Wiley, 2012), Kindle edition.
85. Matthew Dixon, Karen Freeman, and Nicholas Toman, «Stop Trying to Delight Your Customers», Harvard Business Review, July – August 2010, https://hbr.org/2010/07/stop-trying to delight – your-customers (Сентябрь 14, 2015).
Глава 6. ЧОУРО: СОВЕТЫ, КОТОРЫЕ ПОМОГУТ «ОБНИМАТЬ ЗАКУЛИСНЫХ НЕНАВИСТНИКОВ»
86. Steve Curtin, «Delta Connections», Steve Curtin Customer Enthusiast (blog), February 25, 2011, http://www.stevecurtin.com/blog/2011/ 02/15/delta-connections/ (Сентябрь 14, 2015).
87. Dixon, Freeman, and Toman, «Stop Trying to Delight Your Customers».
88. Cynthia J. Grimm, «When to Offer Fewer Customer Service Chan-nels», Harvard Business Review, May 19, 2015, https://hbr.org/ 2015/05/when to offer-fewer-customer-service-channels (Сентябрь 14, 2015).
89. Barlow and Moller, A Complaint Is a Gift.
90. Dixon, Freeman, and Toman, «Stop Trying to Delight Your Custom ers», http://www.nedbankgroup.co.za/financials/2008Sustainability/ pdf/Section%204.pdf.
91. Thunderhead.com and Populus Research, «Engagement 3.0: A New Model for Customer Engagement», February 2014, https:// hmn-uploads eu.s3.amazonaws.com/thunderhead-production/ uploads/2014/02/Engagement_3–0_US_Report-PDF-web.pdf (Сентябрь 14, 2015).
92. Ibid.
93. Cockerell, The Customer Rules.
94. Helen Leggatt, «Email Customer Service Response Times Lengthen, Twitter Improves», BizReport. March 23, 2015, http://www.bizreport.com/2015/03/email-customer-service-response-times-lengthen-twitter-impro.html (Сентябрь 14, 2015).
«2014 State of Multichannel Customer Service Survey», Parature.
Глава 7. СОВЕТЫ, КОТОРЫЕ ПОМОГУТ «ОБНИМАТЬ ПУБЛИЧНЫХ НЕНАВИСТНИКОВ»
95. Drew Hester, Twitter, May 16, 2015, https://twitter.com/drew hester12/status/599648186031087618 (Сентябрь 14, 2015).
96. Indy Motor Speedway, Twitter, May 16, 2015, https://twitter.com/
97. IMS/status/599648720326529026 (Сентябрь 14, 2015).
98. Conversocial, Definitive Guide to Social Customer Service.
99. Harry Mills, PhD, «Physiology of Anger», MentalHelp.net, June 25, 2015, https://www.mentalhelp.net/articles/physiology of anger/ (Сентябрь 14, 2015).
100. Scott Stratten, Twitter, October 9, 2014, https://twitter.com/ unmarketing/status/520378536730050560 (Сентябрь 14, 2015).
101. Spotify, Twitter, October 10, 2014, https://twitter.com/SpotifyCares/ status/520586270545043456 (Сентябрь 14, 2015).
102. Scott Stratten, Twitter, October 10, 2014, https://twitter.com/ unmarketing/status/520587938154160128 (Сентябрь 14, 2015).
103. Grimm, «When to Offer Fewer Customer Service Channels».
104. Manitoba Telecom Services’ Facebook page, June 11, 2015, https:// www.facebook.com/MTSTalks/posts/1079156565445293:0 (Сентябрь 14, 2015).
105. Ibid.
106. Subway’s Facebook page, May 22, 2015, https://www.facebook.com/subway/posts/10153392648904974:0 (Сентябрь 14, 2015).
107. Ibid.
108. Anthony Ha, «More Than Half a Billion People Access Facebook Solely from Mobile», TechCrunch, January 28, 2015, http://techcrunch.com/2015/01/28/facebook-mobile-only 2/ (Сентябрь 14, 2015).
109. Whitney Fowler, Twitter, December 18, 2014, https://twitter.com/whitlash/status/545657613741199360 (Сентябрь 14, 2015).
110. Warby Parker, Twitter, December 18, 2014, https://twitter.com/WarbyParker/status/545684354044006400 (Сентябрь 14, 2015).
Глава 8. БУДУЩЕЕ КЛИЕНТСКОГО СЕРВИСА
111. Customers 2020, Walker.
112. Neil Davey, «Self-Service Warning: Why You Can Still Lose in a Win-Win Game», MyCustomer, July 3, 2014, http://www.mycustomer.com/feature/experience/can-anything-derail-self-service-revolution/167451 (Сентябрь 14, 2015).
113. Ibid.
114. Ibid.
115. Holiday World website, http://www.holidayworld.com/rides/ thunderbirdsteelrollercoaster/ (Сентябрь 14, 2015).
116. Jay Baer, Youtility: Why Smart Marketing Is About Help Not Hype (New York: Portfolio, 2013), Kindle edition.
117. Holiday World & Splashin’ Safari reviews, TripAdvisor, http:// www.tripadvisor.com/Attraction_Review-g37506-d126379-eviews-Holiday_World_Splashin_Safari-Santa_Claus_Indiana.html#REVIEWS (Сентябрь 14, 2015).
118. Baer, Youtility.
119. Aspect and the Center for Generational Kinetics, «The Aspect Consumer Experience Index: Millennial Research on Customer Service Expectations», 2015, http://www.aspect.com/millennials (Сентябрь 14, 2015).
120. Gartner, «Gartner Says Organizations That Integrate Communities into Customer Support Can Realize Cost Reductions of Up to 50 Percent», press release, February 21, 2012, http://www.gartner.com/ newsroom/id/1929014 (Сентябрь 14, 2015).
121. Vision Critical, «Vision Critical Customer Stories: STM», https:// www.visioncritical.com/customer-stories/stm/ (Сентябрь 14, 2015).
122. Conversocial, Definitive Guide to Social Customer Service.
123. Josh Constine, «Messenger No Longer Requires a Facebook Account», TechCrunch, June 24, 2015, http://techcrunch.com/2015/06/24/ nobook-messenger/ (Сентябрь 14, 2015).
124. Aslam F. Zaveeth, «Facebook Messenger Overtakes YouTube in US App Popularity», The Next Digit, September 6, 2015, http://thenextdigit.com/25992/facebook-messenger-overtakes-youtube – app-popularity/ (Сентябрь 14, 2105).
125. http://digiday.com/brands/hyatt-takes-customer-service– facebook-messenger/.
126. «Number of Monthly Active WhatsApp Users Worldwide from April 2013 to September 2015», Statista, http://www.statista.com/statistics/260819/number of monthly-active-whatsapp-users/ (Сентябрь 14, 2015).
127. «Number of Monthly Active Twitter Users Worldwide from 1st Quarter 2010 to 2nd Quarter 2015», Statista, http://www.statista.com/statistics/282087/number of monthly-active-twitter-users/ (Сентябрь 14, 2015).
128. Aspect and the Center for Generational Kinetics, «The Aspect Consumer Experience Index».
129. «71 % Indians Use Social Media to Get Customer Service Response», http://m.firstpost.com /business/71 indians-use-social-media to get-customer-service-response‐2471304.html.
130. Indo-Asian News Service, «Now Delhi Police WhatsApp to Give In formation on Towed Vehicle», NDTV, April 19, 2015, http://www.ndtv.com/delhi-news/now-delhi-police-whatsapp to give -information on towed-vehicles‐756289 (Сентябрь 14, 2015).
131. «How HP Balances Social Marketing with Social Customer Service», http://www.convinceandconvert.com/podcasts/episodes/ how hp balances-social-marketing-with-social-customer-service/.