Much is said about the different strategies and the multiple actions developed in the media and social networks to connect, create new links and build loyalty with customers and consumers. Although selling is the primary objective for the vast majority of companies and the culmination of a strategic business process, it is clear that we will always find disappointed and dissatisfied customers who also openly express their negative experiences on social networks.

Now, companies know better than ever that the opinions of a dissatisfied customer can be the trigger of a negative influence on the perception of others, or their immediate environment towards the company or brand itself. A dissatisfied customer comments to an average of 10 people their discontent and on the internet, this opinion is patent as something perennial and visible in time in the eyes of those who at any time can find such information that may end up being an influential factor.

Companies are concerned with taking care of their reputation and every day it becomes more important to detect those cases in which they speak unfavorably of a certain company to generate a reaction that can reverse that perception or avoid a greater trigger. At the same time, the importance of offering quick solutions or compensation to those complaints from unsatisfied customers is highlighted. But in turn, this implies that this type of customer can be a perfect target for other competing companies.

Much is talked about loyalty, to improve relationships, to increase visibility and interaction, but the truth is that social networks have become a sea of ​​fish, which as unsatisfied customers navigate at ease. And of course! There are also fishermen.

Social media are not just means or tools to generate this type of link. They are undoubtedly an opportunity for those companies that know how to dealwith them knowing where and what to look for. Would have wanted the commercials of yesteryear to have a territory or sales area like this, where it can be so easy to find the client who manifests a need through their most critical opinions, and to know much more about their preferences and interests he answered after knocking on his door.

In short, if our goal is to continue increasing sales or attracting new and potential customers, it may not be enough to try to maintain a level of loyalty. Do not forget to participate and interact, to stay active or to offer all possible attention, but do not forget your fishing rod.