In eCommerce a relationship of a different type begins once the sale transaction is completed, where it is important to obtain adequate information on the customer to ensure sustainability of communications for future new offers, products and services, coupled with possible documentation of the customer's tastes and requirements. The service provider would obtain feedback that will contribute to further enhancement and development.
Some companies, such as Pizza Hut of the USA, seek to build social ties with their customers by corresponding with and obtaining feedback from their customers on their birthdays, anniversaries and personal occasions. Maintaining such relations with customers will enrich and consolidate their loyalty to the institution and ensure sustainability.
Social media channels (Facebook, Twitter, Linkedln, Google+, Instagram and others) play a significant role in free advertising and promotion by keeping the facility on the spotlight and establishing an open common channel of communications with existing and prospective customers.