While no business wants to see all of its customers complain, there's a chance that, depending on how large your company is, someone will eventually begin saying non-complimentary things about a service or experience on the Web. If this is the case, it may be better when these comments make their way to an officially managed social media channel rather than on a ratings site like Yelp or in public view through a sponsored posting on Twitter.
Of course, these setups are only as good as the online customer services professionals managing them. But, that can be easily done by putting people in place to observe the types of comments left and ascertain if a very real problem needs to be addressed.
For example, the popular yogurt company Chobani has taken action to recall what it's termed "a small quantity of product" contaminated with mold. The means of determining this outbreak? A string of comments left by consumers in which they mentioned symptoms of illness they believed was caused by eating spoiled items of yogurt.
Chobani's CEO responded on the page, and in a press release the company expressed that "it sincerely apologizes to its fans and consumers impacted by this issue."
Because so many services can be accessed on customers' personal communication devices, having mobile internet services in addition to the other phone answering teams can be attractive to consumers and entice them to share when they might not have before. You never know which means may be best to detect customer feelings, so keeping them all primed could be a sound strategy.