Instant Dissatisfaction

A downside to having intimate personal connections with customers is that businesses will very quickly hear when those customers are dissatisfied, according to Shapiro. An angry text or email can be a warning: An angry tweet or irate posting on Yelp or Facebook posting can be devastating.

The Solution: Responsiveness is key to customer service. Disgruntled customers can be turned into brand champions with the right response, Shapiro says. But businesses must be ready with the right processes, technology and data to act quickly.