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Consumers will often browse review sites prior to making a purchase. In contrast, in some cases, these reviews will be more confusing than helpful. In others, they can be downright misleading. How can you really tell whenever they are honest reviews or maybe if the company is paying someone to post positive reviews as part of an "online reputation management" service? How much influence should a bad review play within your decision to use or not make use of a specific company?
Today, you'll find dozens of business review sites for consumers to browse. Sites like Angie's List, Yelp, Google+, and Yahoo Local are utilized by consumers. Likewise, sites like the greater Business Bureau offer the opportunity for customers to leave a review about a business. In the event the company is online, you'll find literally dozens of online sites offering feedback about a company.
For most cases, review web sites are open to anyone wanting to leave a review. Sites like Google + do a quality job of weeding out spam, but no program will probably be perfect. A proven way to rule out review web pages is in the event the site doesn't allow the company owner to respond to the feedback or actually review the feedback before it is posted. Sites such as this are probably there more for income generation through ads than actual legitimate feedback.
You really should look at the overall picture of the business. How many transactions is the business completing on a daily basis vs. how many reviews are left for the company? Basically, a business services doing 10,000 transactions a month which has one or two negative reviews within that period isn't a true representation of the customer service the company offers. Every company in the world will be happy with a customer support rating that high!
The bottom line here is that a couple of negative feedbacks on any business review site are no reason to write off a business. Take a really good look at the overall picture of customer support and make your decision that way. Furthermore, understand that occasionally, there simply is no satisfying a customer. If you own a business yourself or work in something customer service related, you have more than likely dealt with at least one person where nothing would satisfy them.
Consumers are far more very likely to leave a review after a negative experience than they can be after a positive one. As such, do the research to discover the overall range of transactions a particular business is doing and weigh that against the overall number of reviews you are seeing. If you-still have doubts, simply call them up as well as to see what kind of customer support will be offered. However, should you have a positive experience, do the business owner a favor and leave a review!