As long as social media is around, we're going to use it to complain, to ask questions and to give feedback. While brands will always have the option of ignoring our posts, they run the risk of alienating their own customers when the do so. Great customer service doesn't start with reaction, but the way brands react when things go wrong tells us a lot about the truth behind the image.
I have been reading several research reports from both sides of the Atlantic recently that talk about how customers are starting to favour the online shopping experience over the real, in-store experience. How could this be? Haven't retailers always found that some customers prefer to see and touch products before purchasing?