With the current level of reputation management, users get more and more sophisticated too. I mean when everyone understands how important the reputation is, most companies try to keep their online profiles crystal clear, which looks somewhat fishy you know.
It's totally natural that some users can be unhappy with our services, as it's absolutely impossible to satisfy everyone and always. That's why we should watch our reputation but not overd it whitening it. Managing all kind sof customers issues is an important metric of company's performance.