To raise the customer-service bar in an age in which clients think nothing of tweeting their reactions to your products or service, businesses must have at the ready some positive responses to customer complaints and expand their social media presence, writes Flavio Martins, vice president of customer support at DigiCert. A little obsession doesn't hurt, either. "Price, features, function, product all matter," he writes. But anyone can copy those. "Service? A much harder hill to climb and it often takes much longer to implement."