Consumers are now using social media and emails to voice their concerns. In addition to getting promotions/free gifts, one of the major reasons people like a brand’s Facebook page is so they can voice their complaints online. Using an online forum to deal with customer service is a fast and easy way for otherwise shy and inhibited people to complain to the brand. And, there is a lot of online talking happening.
For example, if you look at the Facebook page of a major brand like McDonald’s or KFC, you will see a large amount of ‘feedback’ on their timelines. And these big brands know not to take complaints lightly. You’ll see that each wall comment is replied to, and referred to the proper channels for compensation if it’s needed.