Empowered

In this summary, you will learn

• Why your firm needs employee “HEROes,” or “highly empowered and resourceful operatives” who use technology to serve customers better
• How to manage and encourage these sometimes maverick employees
• How to use the “IDEA” approach to turn your customers into a positive marketing influence

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Why you should read Empowered

In his previous book Groundswell, Josh Bernoff defined strategies for engaging customers on Twitter, blogs and other online social technologies. Since then, a growing number of businesses have connected with their customers using these online tools. But what effect does that engagement have on companies? And what “management challenge” does this new trend present? In this book, Bernoff and his Forrester Research colleague Ted Schadler examine these pressing questions. With great precision and enthusiasm, they detail why and how companies should change the way they run to “unleash” their employees’ technological potential, so they can reach out to customers and solve their problems. getAbstract recommends Bernoff and Schadler’s book to all managers and marketing professionals. Its concepts and strategies are vital knowledge for modern businesses.

About the Authors

Josh Bernoff is senior vice president, Idea Development, at Forrester Research. He is co-author of the bestseller Groundswell. Ted Schadler is a vice president and principal analyst in Forrester’s IT Research Group.