Customers are more able than ever to share stories about service failures and successes by talking about them on social media, writes Richard Marcia, marketing director for Coordinated Systems in East Hartford, Conn. Companies need to be aware that in an age of Twitter, people can instantly talk about bad customer service with thousands of other people. Marcia asks, "Does your company have anyone who is actively monitoring social media for brand mentions? Are they equipped to respond?"

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