A chiropractor$$s office contacted GPS Marketers to help with marketing to counteract negative publicity started by a former client who claimed that the wait time to see the doctor on multiple occasions was exorbitantly long. She said that one time she was even forgotten in a patient room for more than an hour and a half. She also stated that when she complained to the staff, they treated her rudely and said she was being unreasonable. The client mailed a letter telling of her experience to several other clients whom she knew and posted the story on several sites. Because the chiropractor$$s office was located in a small town, the word spread and started to impact business. How important is it for a business to be concerned about unhappy customers who make it a goal to share their bad experiences online?