Entrepreneurs have long been aware that they can gain advantage over competitors, not only through the high quality of their products or services, but also by managing customer satisfaction. Whispered marketing is a powerful brand image building tool nowadays, and a firm’s success is increasingly dependent on the number of “likes”, stars, and other forms of customer recognition it has achieved on social media. One negative opinion, if repeated and passed on sufficiently frequently, can effectively undermine long-term marketing and PR achievements. This is why firms attach great importance to proper customer service.