The importance of customer feedback and review management thumbnail image Published on 1st June 2023 by Gemma Harding

It’s easy to feel overwhelmed by the sheer volume of feedback you receive from customers online. And the fact that reviews and testimonials are often scattered over multiple platforms and sites can make effective customer feedback management particularly difficult. 


However, it’s crucial to get to grips with this aspect of customer service. Doing so can strengthen your business and help you to avoid a range of potentially serious problems.



Why does customer review management matter?

If you don’t already have a plan in place for how to deal with customer feedback and reviews in a professional and timely manner, keep reading. Below, we outline some of the top reasons for taking control of this aspect of your business. 



Protects your brand

Consumers wield a lot of power when they leave reviews of your business online. If you’re not prepared, criticism can quickly escalate and create a range of PR problems. By responding to feedback and reviews quickly and constructively, you can help to prevent this and safeguard your brand image.



Provides you with positive user-generated content

Actively managing reviews and feedback gives you the perfect opportunity to look out for positive testimonials and reviews that you can harness as user-generated content in your marketing materials. Because this content is created by customers directly, it can be a highly persuasive and powerful marketing tool.



Increases sales

More than 90% of consumers say their purchasing decisions are impacted by online reviews. This means that by proactively managing feedback and testimonials, you can help to drive sales for your business.



 Provides you with key business insights

Customer feedback and reviews are among the best sources of information available to you when it comes to identifying the strengths and weaknesses of your business. By putting a solid customer experience management solution in place, you can help ensure that important feedback is never overlooked. 


In turn, this makes it easier for you to recognise any problems that you need to address as a business in order to strengthen your offering to customers.



Makes your customers feel heard

People want to be listened to; it’s simply part of human nature. By making a point of encouraging your customers to provide feedback and then demonstrating that you take their comments on board, you can improve their experience and thereby boost brand loyalty. Ultimately, this can encourage people to keep doing business with you. 


Highlighting the importance of customer retention, studies have suggested that, depending on the industry you’re in, acquiring a new customer can be anything from five to 25 times more costly than keeping an existing one. So it makes sense for your bottom line to take customer feedback and review management seriously.