that the business has to ensure that the gap between the business and the customers is linked . There is no need to enjoy the entertainment advantages of the social media without taking advantage of the benefits it offers to businesses . The internet is a tool that has brought CUSTOMER SELF-SERVICE AND FEEDBACK FOR EFFECTIVE BUSINESS 12 opportunities that need to be utilized by the businesses to maximizing the market they have . Interacting with the customers online is a key issue that needs to be taken advantage of every business . 1.8 Conclusions and overall Recommendations Have you ever imagined a situation that a business operates without customer`s information ? This is a scenario that the business is merely doing something . There is no progress that can be achieved since the customers will always be complaining without the management knowing . Putting into consideration this challenges , the system will bring into existence an interface that will ensure an interaction between the business and the customers . There will be no chances of making mistakes by the business as they will consider every aspect that the clients point out . Having known what pleased the client and what did not please them will be an opportunity that will help produce more which is of the required quality . Businesses have used the online system to deliver products and services to their clients but have failed . It would be thought that it ‘ s an automatic thing a business using the online system to prosper ( Wu , et al . 2015 ). It ‘ s not always that way without considering the feedback of the clients .