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Thanks for commenting Madhava! Can you believe this customer, 9 days after giving the Twitter customer service account his number, still hadn't received a call? And when he did get a call, he reports his issue as unresolved - that's why it's important to have several fully operational channels in place - be it social media, traditional customer service, or a Voice of the Customer program (click the link to read a blog on how American Hotel listens to their customers). And one step farther, it's important to learn from these channels, and not just run them.