The importance of customer reviews


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This article was published 01/03/2021 (527 days ago), so information in it may no longer be current.

There’s an underlying current that sweeps through customers’ minds and directly impacts companies’ success. It’s not always top of mind when customers think about why they made a particular purchase or when owners think about how they run their business, but it’s integral to both these things.

This underrated but important factor? Customer reviews.

Customer reviews allow consumers to check the credibility of a company or the authenticity of their products before they buy. Reviews help people understand what kind of company they’re doing business with, and give information that an advertisement does not. Customer reviews at are vetted so that people can trust that the information is accurate and trustworthy.

Reviews allow companies with quality products and good customer service to stand out. For small companies, this is especially important, as it gives them an edge to compete with big box stores and companies with higher brand recognition.

But there’s a problem with customer reviews. The quality control on reviews themselves is often lacklustre, allowing some companies to delete bad ones, to generate fake positive reviews, and to face unwarranted backlash.

The Better Business Bureau believes in ethics and fairness. With this in mind, the non-profit corporation has designed a review system that removes some of the flaws from the typical review system. The BBB vets every review it receives and challenges the identity of the person who submits it to weed out fake feedback. It gives the business an opportunity to respond to see if there’s a misunderstanding that can be easily resolved.

In some cases, reviewers take to the internet with a gripe without first allowing a company to correct its mistake.

In other cases, there’s a simple misunderstanding. For example, a business owner once discovered that his customers were complaining online that the motion sensor on his product had a delayed response. He says that once he was able to explain the reason for the delay feature, customers were grateful for it.

The BBB also uses the reviews it receives to launch investigations into businesses, should the reviews warrant it. It gives them valuable information on what’s going on in the marketplace, so they can work to make it a more fair, equitable place for both consumers and companies.

To use the BBB’s review system to get a less biased, more accurate representation of a product, service, or company visit and

 — Trade-mark of the International Association of Better Business Bureaus used under licence.

Better Business Bureau

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