Everyone has heard the saying: The customer is always right. But we all know real life isn’t that simple. For business-to-consumer companies that rely on regularly returning clients, the fine art of keeping these people happy can be a frustrating, confusing endeavor.
Digital companies in particular face unique challenges when it comes to keeping their customers content because there are few face-to-face interactions and a sale may often involve intangible products or services. What’s more, these companies also occupy an exceedingly social space where reviews are currency. Dissatisfied customers can quickly find a sympathetic forum for voicing their negative opinions loudly and anonymously.
