Customer reviews are one of the most powerful marketing tools at a business’s disposal. Nearly 95% of shoppers read online reviews before making a purchase, so if you aren’t actively monitoring and responding to online reviews, you are almost certainly losing business to your competitors.

You might think that bad reviews are out of your control and the only way you can stop them is to make better products and services, but this isn’t true. Customers aren’t just looking for five star reviews. They are also interested in how a company responds when things go wrong. Savvy consumers don’t expect…

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