Business owners often wonder if online reviews about their business or product really matter. Well, the short answer is they do, and for a good number of reasons. But this isn’t something new. For centuries, people have used word-of-mouth to recommend good suppliers or complain about poor products and services. But where this used to be confined to friends and family, nowadays, the power of the Internet spreads this word-of-mouth far and wide and keeps it on the record forever.
Consumers are relying more and more on online reviews when buying products and services. And since so many people are reading online reviews before selecting a business, product, or service, it comes as no surprise that big corporations are paying much more attention to the subject. Like Kia, the Korean motor manufacturer, who published its intention to focus on customer reviews back in 2013; or Amazon, who has caused controversy by tightening its book review policy, deleting thousands of suspicious reviews in pursuit of accurate customer feedback?