Image modifier, reputation modifier, DC/DR. Like it or not, bad news travels fast, and organizations, no matter how established or safe they may seem, are only as good as the current perception of their brand experience , experiences that typically happen between your employees and your customers. There’s only one problem: you should be ready for negative feedback. Even the most trustworthy brands like Nike get negative criticism on social media. Responding to negative comments can be daunting, and it’s an art all marketers should master. 88% of consumers form an opinion by reading up to ten reviews 86% of people will hesitate to purchase from a business that has negative online reviews 95% of unhappy customers return back to a business if it has resolved the issue quickly and efficiently.