Touchpoints and the social web
Social media is particularly good at pointing out differences between promise or expectation and the actual experience delivered. On matters of customer satisfaction, the social web can be like a magnifying glass, with each customer success or failure replayed in exacting detail via one or more forms of social media.
When you look at the difference between what you are saying about your brand – in other words, the “spin” in your awareness and the point-of-purchase campaigns - versus what you hear coming back from the social web, any differences can often be traced to the difference between what you actually delivered and the expectations you set (or what was set for you). It works both ways, too. In fact, experiences of joy (and especially positive reviews) actually outnumber negative stories and reviews.
Nonetheless, if you are over-promising and under-delivering, expect to hear about it via many different social media channels.