While it's easy enough to imagine how using online customer services might work for your business, seeing real changes spring from these complaints and putting them to constructive use is another matter. But it can be done, and one of the biggest brands in the world has shown a recent example of how this could work.
That brand happens to be McDonalds, which is launching a new drive-through solution explicitly in response to the complaints it has seen from customers on Twitter. This is the kind of positive response that serves as a sign that your company is at least listening and trying to improve itself, as opposed to simply ignoring a possible problem.
A sample of the "twittercism" recorded by Fast Company that seems to have inspired this change include customers lamenting the lack of staff at drive through windows and one upset user who stated that the line was so long he "literally had [his] heart break."
While that's doubtful, it does point toward the "Fast Forward" window that McDonalds is now implementing, which is intended to help divert the flow of traffic that might build up behind one station all too easily.
However, this might make the use of experienced pros who know the difference between useless venting, "trolling" and real feedback, to give your business some direction and a place to grow from, very important.
And it's not just the online or social media-based service providers that can be helpful in this way: your business can attempt to give an answering service that same kind of approachability by assuring callers that they're being listened to and something tangible might come out of it.