As Pharmapacks' sales mushroomed, so did the complaints. Part of this was growing pains--it took a while to figure out how to fill so many orders fast without screwing up. But complainers are a naturally occurring species in e-commerce, and Pharmapacks now employs 16 customer-service reps, who field almost 200 concerns over the phone and by email every day. They write back to all customer inquiries within 24 hours--one of the key metrics Amazon tracks in its customer-service ratings. Two employees use a software program called Trustpilot to scroll through every 1-, 2-, and 3-star review the company receives and give each of them special attention. If a customer remains unsatisfied and won't change the low mark, the reps appeal to Amazon's Seller Support group--the judge, jury, and executioner in all customer-seller disputes--with detailed objections. Thanks to such micro-advocacy, Pharmapacks had more than 3,300 low ratings removed in 2015 alone. 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