There are usually many ways to get in touch with a company – some of them are more difficult than others.ย  Look at the following list

Out of all of those, sending a tweet probably takes the least effort for a customer, and writing a letter takes the most effort.ย  So why does it feel like companies reward a high level of customer effort with a low level of response, and vice versa?ย  Shouldn’t my decision to take a lot of effort to get in touch with them be rewarded?