59% of internet users use social media to “vent” about a customer-care experience. 74% of internet users choose companies/brands based on others’ customer-care experiences shared online, according to Society for New Communications Research. 72% research companies’ customer care online prior to purchasing products and services at least sometimes. 84% consider the quality of customer care at least sometimes in their decision to do business with a company. 81% say blogs, online rating systems and discussion forums can give consumers a greater voice regarding customer care, but less than 33% say they believe that businesses take customers’ opinions seriously.