Here’s the response from an unhappy customer of ours on SocialMedia.com, when I ran the ad network there a year ago. Reminds me of the United Airlines customer who was so mad about United not responding to his issues– repeatedly– that he created untied.com. United’s management stance was that they should not respond to such folks. Aside from the PR issues involved from corporate speak on the boards or not responding, it’s good business practice to show customers that you are taking action to give them great performance.
Moral of the story, respond to these folks before they get so mad, they begin undermining your brand. Or better yet– don’t even allow problems to get to this point. It doesn’t matter whether you are an affiliate ad network, a seller of horse nutritional supplements, a Colorado cosmetic surgeon, or seller of discount caskets. Take care of your customers!