Many people think customer satisfaction is only about customer service and support. In fact, what we found at IBM, was that customers could be dissatisfied with many different aspects of our business, from the product features being offered, to the way we advertise and promote out products. With the advent of social media and the new ways of engaging with customers has its own set of issues. Two studies show consumers will disengage when companies do not provide what they expect from them on social media.

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