This post is part of a new series titled_“Business Social,”_and is_brought to you by Hootsuite.

Providing excellent customer service is one of the top priorities of a successful business. Companies like Zappos have famously built their entire strategy on striving to give customers an amazing experience. It was this single-minded focus that led Zappos to be one of the first retailers to use social media as a customer care channel and sees them continuing to try out different ways to delight their customers. This approach has, at its core, a financial rationale. The lifetime value of a customer, as Zappos CEO Tony Hsieh sees it, is “a moving target that can increase if we can...
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