Como lidar com rating feito pelos clientes?

"When Jacob Morgan was confronted with particularly shoddy service at his local branch of FedEx Kinko’s, he put a video about the encounter on the internet. Being a social media consultant, Mr Morgan didn’t just complain about the bad service, he criticised FedEx for the poor brand experience.
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Thousands of people watched the video, many of them adding their own comments about poor customer experiences with FedEx Kinko’s. But within 24 hours a FedEx employee emailed an apology and asked if the company could use Mr Morgan’s video to train its staff. (Moi ici: E a sua empresa seria capaz desta atitude? Ou contra-atacaria o Mr Morgan? Defendendo que ele estava a exagerar, que ele fazia parte de uma maquinação?) This turned Mr Morgan from a vocal critic of the firm to a valuable evangelist; he posted another clip, this time praising FedEx’s engagement with social media.
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While the email won back Mr Morgan’s custom, that was just a fraction of its likely value to the company. He now recommends its services and his videos are used—at no cost—in FedEx staff training.
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“So how much am I worth to FedEx?” Mr Morgan asked. “If a competitor were to try to steal me away, what should FedEx do to keep me?”
The question illustrates a challenge that all organisations face as they move their engagement with social media out of the experimental phase. A simple, human interaction by a staffer showing initiative can turn a situation around"
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Trecho retirado de "Re-envisioning customer value"