Designating someone within a small business to respond quickly and effectively to negative online comments from customers is vital to managing that company's reputation, writes Nicole Beachum. Customer complaints posted online can go viral, she notes, citing the example of a mother who posted online about a florist that botched a Valentine's Day order from her husband, who is stationed in Afghanistan. "This story, in a nutshell, is why customer experience is essential in today’s digital world," Beachum writes.

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