There was an era in business where money was considered to be the lifeblood of an organization, but that was the past. In this era of competitive advancements, customers have become the lifeblood of an organization. Satisfying the customers has become a part and parcel of business where each time the customer expects to be delivered augmented products and services and the organization strives to deliver so. Satisfied customers become evangelists for the organizations product or service, spreading the word and bringing in new business, whereas dissatisfied customers are merely a click away from transforming an issue into a disaster by airing their grievances on social media. Therefore identifying these critical issues are of high importance before they evolve into crises or PR nightmares because these crises could end up in shaking the organization because crises are indulged in intense media scrutiny.