Insights Report — How to Use Customer Reviews

“The customer is always right.” This slogan has been used since the early 20th century, but it has never been more true than today. The internet, e-commerce, online auctions, social networking and user-generated content have all contributed to a tremendous shift in the balance of power wielded by customers. By rating and reviewing books, restaurants, hotels, and any other kind of product or service, we can all play a big role in the success or failure of the products we love or hate.

Customers have always relied on word of mouth and recommendations from family and friends to decide what to buy. What has changed now is the number of people who can provide useful product reviews and insight, from their 500+ Facebook friends to the 1,000+ film fans who have reviewed a movie on Rotten Tomatoes.

Download the PDF