Customer experience management allows you to respond to online assessments in a timely, consistent and appropriate manner. Customer complaints online are important because they create a negative image of you for other observers, which affects your online reputation. Take the time to apologize for the negative attitude towards the client and remember to adjust your response. Your response is the key to improving customer service in case of customer dissatisfaction. Harvard Business Review correctly notes that winning a new customer is five to twenty-five times more expensive than retaining an existing customer. In any case, your client is waiting for an answer, and others are also watching how you deal with the situation. A prompt, fair and consistent resolution of each complaint is proof of your company’s commitment to customer service. Ignoring a customer complaint not only takes you away from those who have had bad experiences, but can also be costly. The importance of taking customer experience management seriously cannot be overemphasized. Every company wants to improve the quality of customer service, but sometimes everyone gets lost. If you take customer complaints seriously, it will have a positive impact on your brand’s reputation. Don’t assume that the problem is solved until the customer confirms it.