Nowadays, customer service is important. So important, in fact, that it has become a marketing weapon — one that can stab you in the back if your service is not up to par.

The web enables users to voice their opinions, and customers are able to comment on the quality of the services provided. If your product or service is shoddy, the community can let the world know it. Constructive criticism is good, but a nasty review or comment can break a reputation. Plus once it’s been posted, there’s nothing anyone but the postee can do to remove or edit the post.

Websites like Yelp can take small, relatively unknown businesses and catapult them into success. Or failure. My hairdresser had a high maintenance client denounce him on Yelp for not offering her a beverage upon arrival. In her review of the salon, she identified him by name, described his appearance and completely bashed him. Luckily there are far more positive reviews to bolster his rating, but if you ask him about it he has a visceral, emotional reaction.

Customer service has become a marketer’s best friend or worse nightmare.