What are Online Ratings and Review?
Ratings and reviews are testimonials from consumers who have bought or experienced a product or service and have been published on an online platform, i.e. on a brand website, an e-shop, social media channels or on reviews dedicated platforms such as forums or blogs.
They are a powerful tool for businesses because they can help to build trust, increase sales and generate leads. On the other hand, negative ratings or reviews can have an adverse effect on your business.
The Power of Ratings & Reviews (Infographic) https://www.invespcro.com/blog/the-importance-of-online-customer-reviews-infographic/
What do you need to know before you start?
In this article, you will learn more about Ratings & Reviews and how they can help or hurt your business. It’s important to know that the more reviews you have, the better. But most importantly, the more positive reviews you have, the better your business will be.
Because of this, you need to know how to handle the Ratings & Reviews that you get. You need to know how to respond and react to the Reviews in order for them not to hurt your business, but to help it grow.
So let’s get started!
Three things you should know about Ratings & Reviews:
1. You are not the only one who sees them! Your customers and potential customers do too!
2. Ratings & Reviews are a form of customer feedback, which can help or hurt your business.
3. The more good ratings and reviews you have, the better it is for your brand.
Let’s face it when you see a business with 5 stars or 4.5 stars, what do you think? “I’m going to go there.
What are ratings and reviews?
Ratings and reviews are user-generated content (UGC), that provides feedback about products or services. They offer potential customers a glimpse into what other users thought about a product or service. This content can be helpful in making purchasing decisions and it can help or hurt a business.
The reason why they work is because of the human mind’s tendency to trust other humans more than facts or figures.
They can have a variety of effects on buyers, such as influencing their decision-making process or affecting how likely they are to convert. They’re also important for SEO rankings, and retailers can benefit from user-generated imagery that is relevant to their customers. In 2022, ratings and reviews will be more prevalent than ever before.
Why online customer reviews are the ultimate salesperson for ecommerce
Ratings and reviews are a way to gauge the quality of a product or business.
This feedback can help potential customers decide whether or not a product or service is right for them. Additionally, ratings and reviews can help businesses improve their products or services.
This is because ratings and reviews are one of the most credible forms of a salesperson. Positive ratings and reviews can lead to more sales, while negative ratings and reviews can lead to lost sales.
Reviewers may leave content on a site about their experiences with a product
Ratings and reviews are a great way to get user-generated content. They can help you gain new customers, but they also have the potential to turn away users.
When visitors leave content on your site about their experiences with your products or services, you can use that content to improve your business. You can use them to show potential customers what other people think of your products or services.
Sites may rate products by using stars, numbers, or other symbols
Using stars, numbers or other symbols is a way to convey information quickly and easily. People are familiar with the use of reviews on websites such as Amazon, Yelp, TripAdvisor and even Google.
The way you present reviews to your visitors plays a role in how they will perceive your business. You can use the standard 5-star rating system or be a little more creative and offer visitors other options, such as smileys or thumbs up and down.
Regardless of how you display the ratings, keep in mind that people see ratings differently than they did years ago.
In the past, reviews were usually given by people who had had a bad experience with a company. They vented their frustration and warned others to stay away from that company, or they let everyone know how satisfied they were with the service or product.
Nowadays, people tend to leave reviews when they have had a good or bad experience and want to share it with others. They tell you what was good about the product or service and what was not, and how they think others will benefit from it.
In fact, according to a recent study by BrightLocal, 89% of consumers are ‘highly’ or ‘fairly’ likely to use a business that responds to all of its online reviews.
How do ratings and reviews work?
Ratings and reviews work in the same way as a recommendation from a friend. If someone you trust tells you that they like or dislike something, then it is likely to influence how you feel about it too.
But what if you don’t know the person? How can ratings and reviews be helpful to you if they are written by someone you have never met before?
This is where online reputation management comes in. Not having a solid online reputation management strategy in place can lead to negative reviews and poor ratings.
By responding to all online reviews, you can make sure that your business is seen as a positive one by everyone who reads what people are saying about you.
This can help to attract more customers, bring in more revenue and improve your overall profit margins.
If you are not sure how to handle online reviews or ratings, we can help. We have been helping businesses of all sizes manage their online reputation for over a decade and can help you do the same.
We know what works and what does not so give us a call today.
Sites like Amazon allow customers to write reviews and rate products
Read product reviews on websites like Amazon to get an idea of what people think about the products.
And they use them because they know that reviews and ratings can help convince people that a product is worth buying, while bad ratings and reviews can have the opposite effect, which can later be used to weed out bad sellers.
This way, they get feedback on how well their platform is performing and it also helps others who are looking for information about the products advertised there.
Even if your business is not an eCommerce site like Amazon, you will want to use ratings and reviews. After all, there are many other ways people can give feedback about your business online.
Even if they do not write a review, they can leave a review on your Facebook page or on other websites where you are active.
When people see these ratings and reviews for your business, it creates an effect called social proof.
Social Proof Defined
In the marketing world, social proof is defined as a psychological phenomenon where people assume that something must be good if many other people think it is good.
The concept of social proof is often used in advertising, but it can also be applied to your business. For example, if you have a lot of positive ratings and reviews for your product or service, it can help convince potential customers that you are good at what you do.
If someone is looking for a new restaurant to try in the area and they see a lot of positive reviews for a certain restaurant, they are more likely to choose that restaurant over another one.
Why Are Ratings & Reviews So Important?
It’s no secret that ratings and reviews are important to businesses. In fact, according to powerreviews.com, 97% of consumers consider review recency when making purchase decisions. This is why it’s so important for businesses to make sure they have a steady stream of fresh, recent reviews.
Recent reviews provide more insight into how a product is performing now than older ones. They’re also more likely to be seen by potential customers, as shoppers tend to sort products by review recency when looking for information on them. This is why engaging with reviews can increase conversion rates.
Customer ratings have a major impact on the buyer journey, which is why many brands and retailers rely on them to sell products. In addition to impacting conversion rates, ratings & reviews also impact search engine optimization (SEO) and Google Shopping results.
Reviews with a recent date get higher clicks than those without any reviews at all!
Businesses know that ratings and reviews are important, and many use them as a means of determining the success or failure of their product. By providing incentives for customers to leave reviews and making customer service easy and accessible, businesses can ensure they’re getting the most out of their ratings & reviews.
“Companies aren’t responding fast enough (or at all) to reviews. 53% of customers expect businesses to respond to negative reviews within a week. 1 in 3 have a shorter time frame of 3 days or less.” Source: reviewtrackers.com.
Star ratings are essential for businesses
The most common and accepted reviews styles are star ratings, thumbs up/down, and write reviews. but above all 3, star ratings seem to be the most common, and for good reason.
Star ratings are simple and easy to understand. They’re also very familiar since they can be found on Google, Yelp, Amazon etc. In fact, they are the most common rating system used on websites.
So, you don’t need to try to reinvent the wheel. star ratings are the most effective way to get people to leave you reviews, and it’s a good idea to use them on your website.
The main reason why star ratings are so effective is that they’re familiar. The customer knows what to expect when they see a set of stars, and that makes it easy for them to leave you a review.
The number of stars you use doesn’t really matter, but three is a good choice because it’s the most common and people are familiar with that. You can also choose 5 stars or even a different number.
It’s important to make sure that the stars are clearly labelled with numbers so customers can understand what they mean.
Ratings and reviews help customers make informed decisions
Additionally, ratings and reviews provide more information to consumers than just the star rating. They provide a great opportunity to customers looking for specific information about your business or products.
Reviews will surely help your potential customers make the right decisions when buying, which in turn will help on reducing after-sales costs.
When it comes to providing customer service, reviews can be a big help.
Content is key for quality ratings and reviews
Quality ratings and reviews are among the most important factors in online search rankings.
Source: Google, Inc.
Your content plays the biggest role in your search rankings. But, as important as it is to create compelling content, you also need to make sure that you’re getting reviews for the pages on your site that are most important to you.
To do that, we’ve provided a few tips below to help you encourage your customers to rate and review your business on Google:
- Make it easy for customers to rate and review your business. If you have a website, make sure to include links to your Google Local page in the footer of each page.
- Ask for reviews from satisfied customers. Try to get reviews from your satisfied customers, because they’re more likely to leave positive reviews than unsatisfied ones.
- If you have a physical location, put up signs that encourage customers to rate and review your business.
- Ask for reviews on social media. If you have a Facebook page, Twitter account or other social media presence, ask for reviews there.
- Respond to reviews. If you get a bad review, respond respectfully and try to resolve the issue with the customer. Don’t argue or make excuses — just apologize and say you’re working to improve your service.
- Respond to positive reviews, too. If someone takes the time to write a review about your business, acknowledge it publicly and thank the customer.
Sites like Yelp can impact a business’ bottom line
However, with the proliferation of online review portals like Yelp, more and more people are using the internet for restaurant recommendations. And that can be bad news for businesses with poor ratings and reviews.
Because potential diners are much more likely to choose a restaurant with high ratings and positive reviews than one with low ratings and negative reviews. So if your business is struggling to attract customers, it might be worth taking a look at websites like Yelp.
If you run a restaurant in Cyprus, you should check where the best reviews for your business come from and make some changes based on the feedback from reviewers.
What are the benefits of ratings and reviews for businesses?
Here are 10 benefits of ratings and reviews for businesses:
- Ratings and reviews can help you attract new customers. If you have a good rating and positive reviews, people will be more likely to visit your business.
- As we’ve said, customers are more likely to choose a business with high ratings and positive reviews over one with low ratings and negative reviews. So if you want new customers, you should focus on increasing your ratings and reviews.
- Ratings and reviews can help you retain existing customers. If you have a business, one of your main goals is to keep your current customers happy so that they become repeat customers.
- Ratings and reviews can help you learn from mistakes. If a customer has left a negative review, it could be because they had an unpleasant experience and they want to warn other customers away from your business. This is a great opportunity for you to learn from your mistakes and improve the experience of future customers.
- Ratings and reviews can help you understand what is missing in your business. If you have a lot of positive reviews but no negative ones, it’s possible that your business is perfect and there isn’t anything more for customers to complain about. This could be good news, but it could also mean that you are not meeting your customers’ needs.
- Ratings and reviews will help you understand if you need to add more features to your products or if your services need to be improved. This can help you decide what to focus on in the future and how to improve your business.
- Ratings and reviews are a great way for you to get feedback from customers, which you can use to improve your business.
- They will work as an engagement tool for your customers, and they will help you understand what they need from you.
- Ratings and reviews can help you improve your business, but they only work if you use the feedback that you get from them.
- You can also monitor how fast are you answering those ratings and reviews. If you take too long to answer, then your customers will assume that you don’t care about them and they won’t trust you anymore. The goal is to always respond in less than 24 hours. If you cannot do that, then at least be sure to respond within 48 hours.
The benefits for business owners of having good ratings and reviews are quite obvious.
They can help to attract new customers, boost sales and increase profits.
for example, if your business is getting bad reviews, then people are going to be put off from visiting your business. If a business has positive ratings and reviews, this could encourage new customers to visit the business.
If you are looking to improve your business, then you will want to pay attention to the ratings and reviews that your customers are leaving. If a large number of people are writing positive reviews about your business, this will encourage new customers to visit your business.
Get an idea of the quality of a product or business
You probably have already enough information about your business and your competitors. If you want to get a full picture, you should pay attention to how customers rate and review the quality of your products or even your business as a whole.
Based on this input, you can make improvements to your business and products. For instance, if most of the reviews are positive, it means that customers like your services or products. On the other hand, negative feedback should be taken seriously and you should pay attention to it.
Find out what other customers think before making a purchase
Reading online reviews is a good way to get an idea of what other customers think about a product before buying it. Reviews can provide information about the quality, durability and effectiveness of a product. They can also help you understand how well a product is suited for different applications.
This is especially true if you are not familiar with the company or the product. Customer reviews can give you an idea of what to expect from a company and whether its products and services are worth your time and money.
If a customer is unhappy with a purchase, reviews can help you determine if the customer wanted to take action and what caused them to abandon the purchase or simply return the product. And if a customer is happy with a purchase, positive reviews can help others make the same decision as that customer.
Get insights into your competitor’s products and business
You can find out what your competitor’s customers have to say about them.
It is hard for any business to get all positive reviews and ratings, but it may be worth investigating if you see that your competitor has a lot of negative reviews and ratings.
This may be an indication to you that they are not providing the best service or have some other problems going on within their business.
Finding these gaps can represent an opportunity for you to take advantage of their shortcomings.
Leave your own review to help others
You can be the owner of a business, selling your own products, but you are in some way the client of other businesses. For this reason, you should also help others by leaving your own review.
By helping others you will help yourself. The more people see your name, the better known it becomes and that means more business for you.
If you are not happy with a product or service, then don’t hesitate to leave your review.
What are the negatives of ratings and reviews?
The negatives of ratings and reviews are that they can be easily faked, they can be gamed by competitors, and they can be used to unfairly tarnish a company’s reputation. Additionally, not all customers are qualified to leave a review, so some reviews may be inaccurate or biased.
Ratings and reviews can have a negative impact on your business, depending on the site customers use to write them. If you’re not careful, bad reviews can ruin your reputation and cost you, customers.
The best customer review site is whichever one your customers use the most. That way, you’ll get the most honest feedback. However, if you’re not happy with a particular site, or if it’s causing more harm than good, don’t be afraid to ask your customers to switch to another site.
Be aware that some sites are prone to viruses or misconfigured devices that can lead to fake or harmful reviews. Always make sure your website is protected and functioning properly before asking for customer feedback.
Low-quality or inaccurate reviews can mislead customers
Such reviews can also create an unfair disadvantage for businesses that have high-quality products or services. Low-quality reviews may be motivated by a desire to harm the business, malice, or simply because the reviewer is not familiar with the product.
Inaccurate reviews may be caused by incorrect information, bias, or simply a mistake.
If possible, businesses should try to identify the source of the low-quality review and address any inaccuracies.
Negative reviews can damage a business’s reputation
This is because potential customers may view the negative review as an indication that the product or service is not worth their time or money. As a result, businesses may find it difficult to attract new customers and retain current ones.
In some cases, businesses may even have to file for bankruptcy due to the negative impact of online reviews.
Some sites ask for too much personal information from reviewers
Unfortunately, not all sites are created equal in this regard. Some sites ask for too much personal information from reviewers, which can put your identity at risk if the site gets hacked or falls into the wrong hands.
If you don’t feel comfortable providing your full name and contact info, look for another site that is more privacy-friendly.
If you run a review-based website you should make it easy for your users to post their reviews without having to enter a lot of personal information.
The basic information you should ask for is a real name, email address and location. The last two are optional but they can help verify the identity of your reviewer and make it easier for you to contact them if there’s an issue with their review.
Reviews with these pieces of information can be helpful to potential customers, but if you’re running a business listing site that requires your users to post reviews in order to complete transactions it’s important to make it easy for them to post reviews without having to enter a lot of personal information.
If you don’t, your users will be less likely to follow through on their commitment to leave a review.
So what should you do?
A common option is to allow users to post reviews without including their name, email address or location in the review itself. Instead, they can leave a review using their Google profile.
Google profiles include a lot of information about users, including name, location and email addresses. But it also allows them to use pseudonyms, which means that users can leave reviews without revealing their real names.
This is a good compromise between allowing users to use your site and protecting their privacy. It also helps prevent spam, since most spammers will not bother creating a Google profile.
If you do this, make sure that you require users to have a Google account in order to leave reviews. You can also ask them if they want to use their Google profile, and allow them to change their mind later.
Google reviews are a good way for you to encourage users to leave feedback about your business.
Fake reviews are becoming more common
According to a study by Pymnts.com, about one-fifth of all restaurant reviews on Yelp are fake. In some cases businesses pay people to write positive reviews of their products or services; in other cases, competitors post negative reviews of rivals’ businesses.
They can give an inaccurate picture of a product or service, and they can unfairly influence people’s purchasing decisions. Fake reviews also make it difficult for consumers to figure out whom they can trust when reading online reviews.
One way to do this is to make it easier for people to identify fake reviews. Another is for websites like Yelp and TripAdvisor to verify the authenticity of reviewers
How can you use ratings and reviews to your advantage?
Ratings and reviews can help your business in a few ways:
– They can help to build trust with potential customers.
– They can help you to identify areas of your business that are doing well, and areas that need improvement.
– They can help you to better understand your customer base.
– They can help to improve your SEO.
– Ratings and reviews can help to increase traffic to your website.
– They can be used as a reference for customers who are considering using your services or purchasing from you.
One of the best ways to use ratings and reviews to your advantage is by making sure your website is SEO-friendly. This means having a clear, concise URL structure that’s easy for Google to find.
Another way you can use ratings and reviews to your advantage is by featuring products in your Related Products carousel. You can do this by attaching the rating and review of the product to its image.
This will help customers learn more about the product and make an informed decision about whether or not they want to purchase it.
Pay attention to the star ratings
After all, who wants to waste their time with a crappy product? The same goes for hiring new employees. If a company has low star ratings, it’s probably not worth your time to apply.
In fact, most people don’t bother leaving reviews unless they have something negative to say. And that’s exactly why companies and products pay attention to their star ratings.
Not only will it help other people decide whether or not to buy that product, but it will also let the company know that they need to work on making improvements.
Look for positive reviews
A few negative reviews can be expected, but if there are more than a few, it might be a sign that something is wrong with the company.
Some companies will create fake reviews in order to make themselves look better. You can usually tell if a review is fake by checking to see if the reviewer has left other reviews on the same site.
Take note of what customers are saying
After all, they’re the ones who are spending their money with you. One great way to get this feedback is through ratings and reviews.
How To Manage Ratings & Reviews Efficiently?
Managing ratings and reviews can be a daunting task, but with the right tools and resources, it can be done effectively. One such tool is Market Insight from Brightedge, which helps businesses keep track of their reviews and understand how they are affecting their sales.
The dashboard for Market Insight provides users with a variety of information, including value maps, review collections, analysis of reviews by brands, and identification of whitespace.
This data can help businesses improve their product sales by understanding where they need to focus their efforts in order to win consumer trust and appreciation.
Additionally, on Speed SEO, our team of market analysts is available to provide custom reports on your ratings & reviews strategy and help you revive product sales through better management of customer feedback. Contact us today to get started!
Respond to reviews promptly and politely
Thank the reviewer for their feedback, no matter what it is. Even if you don’t agree with the review, be respectful. And never engage in a battle of words with a reviewer. It makes your business look unprofessional and can actually lead to more negative reviews.
Let the customer know that you appreciate their feedback and that you are taking steps to correct the issue. Again, be respectful no matter what the situation is.
Thanking customers for their feedback, addressing any issues they raised, and being respectful will show other potential customers that you care about your business and your customers.
Thank reviewers for their input
This shows that you appreciate your customers taking the time to leave feedback, and it can encourage them to leave more reviews in the future. You may also want to respond to any negative reviews with a polite and professional response.
Thanking reviewers, whether they left a positive or negative review, is always good customer service practice.
Address negative feedback constructively
This means that you should never attack the customer who left the review, but rather take the opportunity to learn from their comments and improve your business. Additionally, you should always respond to negative reviews in a timely manner – preferably within 24 hours.
Keep an open mind about ratings and reviews
Not every review is going to be positive, and that’s okay! In fact, sometimes the negative reviews can be the most helpful in terms of letting you know what you need to work on.
How To Generate Ratings & Reviews?
At this point of the article, you know that ratings and reviews are important for businesses. In order to generate these, you need to focus on creating authentic content that your audience is needing.
Generating ratings and reviews can be done by:
- ⭐ Collecting Emails:
- Use a pop-up form on your website to encourage people to sign up for your email list. This will help you get more reviews in the future.
- ⭐ Ask For Reviews:
- When you’re emailing your list, ask them to leave a review on the platforms that they use (Google, Facebook, Yelp, etc).
- ⭐ Reach Out To Your Audience:
- Use social media to reach out to your audience and ask them for reviews. This will help you build trust with your audience.
- Find people that have already reviewed your business and reach out to them for more reviews.
- ⭐ Make It Easy:
- Make sure you have a way for people to leave reviews on your website.
- Use a plugin for your website that makes it easy for customers to find you on review sites.
- ⭐ Register your business on a platform where visitors can leave reviews:
- Google My Business
- Facebook Page
- Yelp (if it is relevant to your business).
- ⭐ Follow up:
- Reach out to customers that have left you a review and thank them for the feedback.
- Reply back to your positive reviews with a “thank you.”
- ⭐ Measure Your Results:
- Check the number of reviews you have on your business.
- Check the star rating of your reviews.
- Check how many visitors have left you a review and what they are saying about you.
Once you have generated these high-quality ratings and reviews, be sure to respond to them by selecting certain options in the review form. This will help consumers understand where they live and more about their uses of the reviewed product (such as “lounging” or “watching tv”).
Place star rating buttons on your product pages
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Many customers are happy to leave a rating and review if it’s easy to do.
You might include a link in your order confirmation email, or you could even send a follow-up survey asking for feedback.
Thanking customers for their feedback, whether it’s good or bad, can help encourage them to continue leaving ratings and reviews.
Request reviews in your email marketing campaigns
⭐ ⭐ ⭐ ⭐ ⭐
It is a good practice to solicit reviews from your customers when you email them.
There is no need to email your customers after they have left you a positive review, but it is important that you thank them for their business and let them know how much you appreciate their kind words.
When customers receive an email that contains a review or when they see your reviews on the search engines, they are more likely to trust your business and be willing to purchase from you.
Reward customers for writing reviews
⭐ ⭐ ⭐ ⭐ ⭐
Rewarding customers for leaving ratings and reviews can be a powerful way to boost your overall star rating. The more stars you have, the better your business will look to potential customers in search results on Google and other sites.
As a result, you can attract more customers and earn more revenue. However, it’s important to think about how reviews will affect your business before implementing this strategy. Not all reviewers are honest, and some may write scathing reviews to hurt your business.
How can businesses make the most of ratings and reviews?
Ratings and reviews can be incredibly beneficial for businesses, but only if they are used correctly. A business should never rely solely on ratings and reviews to make decisions, but they can be a valuable tool when used in conjunction with other data.
One way that businesses can make the most of ratings and reviews is by using them to discover products that they should have been selling but were not.
Another way businesses can use ratings and reviews is by using them to determine how their competitors are performing.
Finally, eCommerce stores need a product review app in order to effectively gather reviews from customers and display them in their stores. Reviews are beneficial for businesses that are just starting out or switching from Etsy to Shopify.
They can also be read by people most suitable at the beginning of their eCommerce journey who may not have as much experience with buying online.
Product reviews can help businesses create quality content
Creating high-quality content is an important part of any company’s marketing strategy. However, the more traditional method of distributing content is through ratings and reviews. Unfortunately, without the right guidance or even a clear understanding of how it works, this can be very difficult.
We are here to help you understand the importance of ratings and reviews and to help you create content with the quality and purpose that attracts them.
Site reviews can help businesses rate their site’s performance
The process of getting feedback from customers and using it to make changes can be a challenge, but it is worth the effort. Google uses ratings and reviews to help determine the position of a business on Google Maps.
Yelp uses them in deciding which businesses are featured on their site, and TripAdvisor uses ratings and reviews to help users decide where to stay and what to do.
Reviews are also used by other businesses as a way of evaluating their competition. So, if you have a lot of positive reviews on your website, social media channels, and other online properties, you can expect to see an increase in the number of customers who visit your brick-and-mortar store.
Brand reviews can help businesses build email lists
Building your email lists is a great way to keep in touch with your customers and prospects. It’s also an important part of building trust. When you send email newsletters, people know they can expect information from you on a regular basis.
One way brand reviews help you build email lists is by giving you the opportunity to ask your readers to subscribe. This is a great way to keep in touch with new and existing customers, as well as prospects who have yet to make their first purchase.
Are You Taking Advantage of the Power of Ratings & Reviews?
Now you have enough information to answer this question. If you are not taking advantage of the power of ratings and reviews, you are missing out on an important marketing opportunity.
- If you do not have a system in place for collecting reviews, now is the time to get one in place.
- If you are collecting reviews, but not using them to build your email list, it is time to start doing so.
- If you are using ratings and reviews to build your email list, but are not leveraging the power of social media, you are missing out on one of the most powerful ways of building an audience.
- Reviews and ratings are not just for Amazon and eCommerce sites. They are also for brick and mortar businesses.
There are many ways to collect reviews, but the most important thing you can do is ask for them. The more often you ask, the better your response will be.
This is the time to get started. You will never regret having a rating and review system in place, but you may regret not having one.
Online reviews are especially influential, as customers are more likely to trust what they read online than what they hear from a salesperson.
Negative reviews provide a valuable feedback loop, giving businesses the chance to improve their products and services. Positive reviews can help businesses attract new customers and boost their bottom line.
They should also respond to any negative reviews, apologizing for any mistakes made and trying to make it right with the customer. By doing so, businesses can not only improve customer satisfaction but also build trust with potential customers who may be reading those negative reviews.