A page from Customer Service 101 is that an unhappy customer will most typically just take their business somewhere else and not tell you about their bad experience. They now have web communities as an outlet for their opinions. Ranging from Facebook groups to full blown websites “yourcompanysucks.com” many people are making use of social networks to join together to complain. It’s a PR hack’s nightmare come true. These online campaigns can grow almost overnight (viral) and in some cases they actually force a company to change direction. And that’s a good thing!
Listen to your customers (online and off) and pay attention!