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Valeria,

I am so enjoying the posts on your blog. Wanted to share a related quick story. I recently interviewed with a telecommunications company. To prepare for the interview, I searched the company name on twitter so see what customers thought of the company. I also researched employee comments on glassdoor.com. I printed out tweets on service issues as well as the employee rants. I shared this with the folks I was interviewing with and said, "Your front line brand ambassadors (employees) are unhappy, you need to address this. Your customers are complaining about you on Twitter. Your customer service folks need to be using this communication tool. You need to be more responsive." They thanked me for the "added value" I was already bringing to them but I what I did wasn't anything special - I just pointed out some obvious things they need to address. But for many companies, this isn't so obvious.

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