Before the internet era, it was easy for a company to control how potential customers perceived them: spend lots of money on advertising and hope no prospective clients bump into someone that has had a bad experience with your company.

Today, things are much more complicated. The proliferation of tools like Google, Yelp, and Angie’s List gives all the power to customers to control how people perceive your company. All it takes is a bad day from your receptionist, or a sub-contractor cutting corners, to give a customer reason to paste a giant “1 star out of 5” beside your logo when people search for your business.