The instant gratification that is associated with customer relationships today as well as the swift nature of reputation-damaging communications across platforms like social media or via review sites makes impeccable service a greater and greater imperative. In general, customers are using these reviews and records to make their decisions. These can boil down to a restructuring of some previously considered ideas in the tech sphere. The advancement of FAQ pages, customer forums, and instructional videos are solid evidence that people would much rather find the answer to their questions by themselves. When considering customer retention, email marketing experts have seen that customers far prefer emails that preemptively inform them of new features or give them the education they need to troubleshoot to those sent out that end up being simply sales specific. When customers DO talk to you they have high expectations With this in mind, it’s likely that customers that reach out have already tried to solve an issue themselves and are already frustrated with a lack of an evident solution.