Over at The Perfect Customer Experience, Dale Wolf argues that “No company can do well when it treats its customers wrongly. That is the essence of Customer Experience Relationship Building.”. Dale recalls a personal story of a failed attempt to return a purchase, and eventually storming out of the store. Never has this been more true than in the age of social media. In the past, customers who felt wronged would tell their closest network of friends and family. Today, they tell the their online social networks, who tell theirs, who repost it elsewhere, and maybe even upload it to a popular video sharing site where it can get 7+ million views. The power balance between companies and customers has well and truly shifted – customers now have a voice on the same level, and if they feel wronged, they’ll tell the world about it.