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In this digital age, it is very common for a miffed customer to post about a bad (and occasionally good) experience on social media immediately after the incident. Over the years, social media has acquired a tremendous following and is inherently open to all which can easily lead to a widespread dissonance. Nearly, 60% of international passengers use social media as they travel, according to the Passenger IT trends survey. The key to manage the negative sentiment and prevent its spread is to quickly sense and respond to customer concerns/complaints on social media.
