The Importance of Customer Reviews for Your Business

Positive and negative customer reviews are important for positive customer engagement—this is why.
By 

Ashley Stander

 on July 3, 2022. 
Reviewed by 

Joel Taylor

Love them or hate them, customer reviews are very important to your e-commerce store for many reasons. Probably the most important reason is honest customer engagement.

Why Is Customer Engagement a Priority for Brands and Retailers?

It's a fact: negative reviews keep your customers on your site for longer and may reduce your churn rate. Why? Because customers want to know what other people are saying about your products whether they are good or bad reports. They want to see that you are not scared to be honest and show the good, the bad, and the ugly for all the world to see. It shows that your company is honest, open, and trustworthy. It is also an opportunity for you to humbly make right what was wrong.

Should You Be Afraid of Negative Reviews?

You should not be afraid of negative reviews—it should be your company's first concern. You should see them as opportunities to improve your product lines, to speak to your customers about their views, to review their concerns, and make the necessary changes to fix the issue that they have. The bottom line is that brand loyalty and, therefore, customer retention is influenced by customer engagement.

As the saying goes, "No publicity is bad publicity". When you only have good reviews, your customers will suspect that your reviews have been censored or changed to make your company and products look good. Of course, you will always get the customer that will never be happy but the way you treat that customer will show your business character. What an opportunity!

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