The internet has empowered customers to fight back against corporate injustice. These activists who have been dubbed "Consumer Vigilantes" by Business Week in their article about customers who go way beyond telling their friends about their bad experience.
One angry Apple customer smashed his Apple with a sledge hammer on You Tube, which has been viewed 360,000 times. Adage columnist Bob Garfield created ComcastMustDie.com. Anyone can email top executives at Comcast by finding their contact information on sites like The Consumerist, a consumer advocate site with more than 2 million unique visitors a month.
Huge corporations can no longer ignore the individual like they have for so long. A new approach to customer service is required to prevent an army of vigilantes from using their new powers against them.