There was a time where a customer had to go into a store to complain. This then evolved into phoning customer services to resolve a query; then came the age of email the only medium where, in most instances, the query is not time sensitive.
The explosion of social media has opened communication channels and customers expect the fastest response when contacting a brand on Facebook and Twitter.
On the whole, brands have accepted that once they open social channels it is imperative that they continue to monitor and engage with customers. Brands simply cant afford to have hundreds of thousands of people viewing any negative review left by an unhappy customer.
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