Today, the customer is in charge -- and highly vocal. The reality of customer feedback is not a new phenomenon. For as long as products have been available for consumption, consumers have been sharing their opinions on those products. The only difference between now and even five years ago is the increased ability for customers to share their feedback on extremely public platforms. Facebook, Twitter, blogs and review sites have become message boards for consumer feedback and insight. Even though companies' ability to interact with customers has improved in parallel with customers' ability to speak out, it's been estimated that among social networks and traditional selling channels, companies mishandle 80 percent of customer engagement opportunities. The information that customers share through these channels is an invaluable asset that must be considered carefully and regularly.