When people are out there talking about your customer service on the web on Facebook, Twitter, MySpace and various other interactive forums you now have the opportunity to listen, connect, engage and build more positive relationships.

“Our immediacy and personal interaction with customers is part of the work we’re doing to make positive change for relationships with customers, getting to the root causes of problems that arise and fixing them for the long term,”  Eric Ketzer – Charter Communications

By listening to the conversations and monitoring your brand and your industry you have an opportunity to understand how you’re being perceived and fix challenges as they come up.

Twitter is one of the best tools available right now for monitoring and engaging in the public conversation around your brand.  At least if you have a business that people can talk about.