Surely there are people who just like to complain. And there are customers who just can't be satisfied. But the vast majority of people who have a problem with a product or service are honest people who have a point. They may be the best early warning system of design or service flaws that a company could ever find.

Companies that listen to their customers, and thank them for their feedback - sincerely - won't make customers so angry that they'll vent online.

Companies that give customers the ability to reach someone at a high enough level to solve their problem are exponentially less likely to have online nightmares. Instead, they'll have happier customers. And those customers will tell other customers about their good experience.

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