Hello Venturer,I'm sure you are familiar with the "What I ordered vs. What I got" trend, or maybe even experienced it. I remember seeing the "perfect" dress on an online store and eagerly purchasing it only to receive a different item. I waited patiently for the dress, picturing how elegant I'd look in it. When it arrived, it was so bad that I cried, wondering how a simple dress order got complicated.People experience this and other disappointing services on a daily basis, expecting refunds or apologies that rarely materialise. What's interesting is that some of these brands are either unaware of how such services affect their sales or simply do not care.This week, Ishioma Emi explores why brands should pay attention to consumer sentiment.Amoo ZainabSocial Media Executive, Ventures Africa