The Institute of Customer Service's recent six-monthly analysis into customer satisfaction in the UK produced a few noteworthy results, but mainly brings to the fore the fact that with many complaints procedures now starting with a tweet or a Facebook post, the very nature of customer service has changed irrevocably over the last decade.

Young people were found on average to be least satisfied with the goods and services they receive and were more likely to complain on social media platforms. By airing complaints in such a public space, people are giving businesses the headache that they can only get rid of by replying with excellent and prompt customer service. No company worth its salt (or with a view to long-term prosperity) will allow a very public piece of criticism to go unanswered, presenting a great opportunity for businesses to show how humble, understanding and helpful they can be. Handled correctly, with a personal touch, a public complaint about a business could turn into the best publicity they've had in years.

No company can hide away from complaints, nor can they expect to be so popular with customers that their customer services department gathers dust, a la Carlsberg in a certain advert from the 1980's!

The analysis by the Institute of Customer Service showed that overall customer satisfaction is dropping, with things like speed and responsiveness, complaints handling and staff behaviour all deteriorating over the last two years. The one thing to improve in the eyes of customers? punctual deliveries. The most satisfied were those in Wales, while the least satisfied can be found in the South East of England.

So, if you know someone of a certain age who lives in Wales, it's likely they are more than bodlon with the customer service they receive. For the rest of us, it may mean spending more and more time on social media to have our voice heard.

For your business, mastering the swift, succinct response to a complaint could mark you out from your competitors.

As with mastering payment online, getting to grips with social media can be funded by th GO-TO vouchers If you want to hear more in person, Buckinghamshire Business First will be on hand at events in Saunderton on 24 February to provide all the information necessary. These are two events on making the most of social media, which is one of the areas the GO-TO vouchers apply towards. There is one event in the morning and one in the afternoon although you don’t have to attend both!

To find out more about the scheme, including a list of digital suppliers who can help, please visit http://bbf.uk.com/business-support/do-more-online.