by Christina Beavis
If brand marketers knew that companies lost $75 billion in 2017 because of poor customer service (according to a New Voice Media study) I can only pray that they would take the appropriate actions to at least stop the hemorrhaging.
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A singular brand-owned online forum would be one place to start honest dialogues with customers, because social media, as it turns out, is not the powerful tool that serves as a direct, immediate communication channel between businesses and their customers. Instead, social media channels are noisy, nasty places with poor analytics, and they tend to cause more FoFO. Check out the comments on Verizon's Facebook page to get a taste of unassuaged customer rage.
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