In search of customer intimacy
Many brands want deep and long-lasting relationships with their customers.
Social media makes these interactions even more likely, because it encourages customers to speak up and to connect.
The fallacy is believing that whining equals intimacy. It doesn't. Whining and complaining is easy and natural, but it's not a foundation for a long term relationship.
Instead, the goal should be to get your customers to share their dreams, not their peeves.