People are now more likely to share their negative experiences online, which can damage a company’s influence and affect its long-term profits. That may explain why 9% of Americans have sought revenge against companies, according to data from the Wall Street Journal, publicly complaining online or in person, seeking ways to cause harm to the company. Customers also seek to “settle scores” financially, considering practices such as no longer 9% of Americans buying from that particular company, looking for competitors or even taking legal action.
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