Online customer reviews can make or break an organization, even a relatively large one.
Consumers trust customer reviews more than any other source of brand information except for recommendations from people they know, according to Nielsen’s Global Trust in Advertising and Brand Messages report. Seventy percent of consumers trust online reviews, an increase of 15 percent over four years. People trust online reviews even more than news articles and other editorial content.
Surprisingly, many businesses ignore reviews. They simply let them happen without responding to them, encouraging positive comments, or even monitoring them, unless a PR crisis erupts. Outside of restaurants and retail businesses that rely on reviews for their livelihood, most companies rarely monitor or promote reviews. Many nonprofit organizations make the same error.