SAN FRANCISCO – La semana pasada, escribí una crítica de 140 caracteres de un hotel en Twitter: "Galleria Park Hotel SF rechaza queja por ruido de huésped mal informado: ´La próxima vez pida habitación interna, no habitación tranquila´".

Estaba frustrada porque la gerencia del hotel no me escuchó cuando pedí una habitación tranquila -o más tarde, cuando me quejé-. En lugar de capacitar a sus empleados para escuchar, me estaban diciendo que no había hecho el pedido correcto. Y los gerentes del hotel probablemente tampoco me estaban escuchando más tarde vía Twitter.

Por supuesto, antes resultaba difícil escuchar a los clientes; como compañía, no se podía poner gente en todas partes para recoger comentarios al azar, y eran pocos los clientes que se preocupaban por escribir cartas de verdad -positivas o negativas-. Las compañías de servicios como las aerolíneas podían pedirles a los empleados que recogieran comentarios, pero era algo excesivamente complicado.

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