Customer service can make or break relationships. When it’s consistently satisfying needs, complaints are minimal and growth may be steady. When it’s consistently exceptional, the bar is set and patrons are often slightly more forgiving of slip-ups. When it’s bad, your company can develop a poor reputation that will eventually affect the bottom line.

Fortunately, thanks to technology there are a plethora of tools at our disposal that can help organizations stay on top of the needs of their customers and prospective customers.

1) You want to be where your customers are.

This week updated numbers were announced for Facebook - they’re up to 900 million accounts. Twitter announced a few weeks ago that they’re up to 500 million accounts. On these two networks alone, you will find customers and prospects for your business. Being able to answer complaints, compliments and queries through the channels people are using to discuss your business makes good business sense. You wouldn’t run a business without a phone or website. Social media is yet another essential communications tool.

2) You want to know what people are saying, even if they aren’t saying it to you.

With the advent of the Internet, businesses were given a gift on a silver platter - the ability to allow the world to find them. But it works two ways. Your business can monitor keywords for your industry, products and company name. Imagine the ability to respond to a need and gain business simply by being a good “listener”. Social media tools can give you the ears to hear far more than ever before.

3) You want to capitalize on scalable word-of-mouth marketing.

You already offer quality products services with stellar customer service and people like to talk about your business any chance they get. That’s a powerful position to be in. Social media will take that to the next level for you. Based on the infographic below, people are 71% more likely to purchase based on social media referrals.