The internet connects people to each other and to businesses. People can post reviews, comments, and reach individuals and organizations instantly though Twitter, Facebook, and Google Plus.
People communication became more effective. Therefore, there is a difference between customer’s online behavior and in person.
It is true that customers are not very generous with compliments. At the same time, an unhappy customer can leave long and detailed negative feedback, sometimes using inappropriate language. It seems that online, the customer is appealing to the crowd (to other customers) not to the company. The same customer, in person, may control their anger better and will cooperate in solving problems.
A customer may ignore a company’s emails and surveys, but may act quite differently in person. They will not turn away when someone is talking to them.
Effective communication is equally important to all businesses; big or small. Now, in a highly competitive environment, companies review customer feedback almost instantly. The companies prioritize communication and want to know their customer’s opinions.
Customer complaints and suggestions are used as a source for improvement. They brainstorm customers’ feedback points, trying to improve and eliminate complaints. They measure revenues and track their performance.