Department store chain Kohl’s is using its Facebook page to address customer concerns and perform market research. The retailer uses Facebook to bring fans together and listen to customer complaints, concerns and suggestions. Company officials note that customers will complain even if they don’t have an official forum, so it’s good to create a place for venting frustrations that can be easily monitored. That way the company can visibly engage unhappy customers and use their feedback to improve the user experience. For more great social media stories, check out SmartBrief on Social Media.
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