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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.