When searching in Google for information on a company, many times, the Google Suggest feature will suggest relevant searches. for example, if you search for "Lending Tree", it will suggest "Lending tree Reviews" and "Lending Tree Complaints". It is wise to see what is showing up and at least respond to any complaints when possible. Otherwise, you get some negative reviews ranking well, such as Lending Tree's situation.
USAA also has some issues as seen by these USAA Reviews.
Action items you can do to help:
1) Set up a Google Alert that will notify you when your company name shows up.
2) When you find negative reviews, try to get detailed information on the issue and respond to it, but don't make it a canned response. Make it relevant. It takes extra worth, but will be worth it.
3) Finally, simply try to do as much as you can to provide good customer service. Service has always been important, but now, you don't control your perception through marketing anywhere near as much as your customers control it. So it is worth the extra investment.