Every business has unhappy customers. Sometimes there are issues that should have been settled but were not. Many times, the customer will be unhappy no matter what the company does to settle the issue. This is true whether or not the company was at fault. It has always been a rule of thumb in business that one unhappy customer will spend more time talking about a company than a satisfied customer. This is why companies go the extra mile to ensure customer satisfaction. The internet has begun to play a large role in ensuring customer satisfaction. Today's customers now have a worldwide audience to read about their experience with modern companies.