The way customer feedback is generated and managed changed dramatically with the advent of social media. Until a few years ago, a customer complaint or criticism would be reported directly to the business by e-mail, post or telephone and distributed more widely via word of mouth, which meant that ultimately it would reach the person handling the customer communication and the few people with whom the customer shared the story. Today, one comment posted on any social media platform could conceivably reach an audience of millions. It’s a whole new ball game. For this reason, it’s simply not enough for a business to invest significant resources into research on how their customers perceive them without considering what their customers are saying about them in the digital space. Taking such customer feedback seriously is a vital element of ongoing research into customer perceptions. The value of input from customers cannot be underestimated.  Negative comments are a very valuable source...

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