Why customer feedback is a business’s secret weapon

Fresh Business Thinking

The art of being a good listener is tough to master. As a business operating online though, it’s an essential one to get right. Customers are more empowered than they’ve ever been, with a multitude of ways to publicly express their feelings about a particular company, and the value of their feedback has never mattered more.


When deciding to buy something, consumers will tell themselves a story about a brand, which they’ll then seek to validate with a sophisticated level of social proof. According to research by Nielsen, the two most influential sources for this social proof are recommendations from family or friends (92%) and consumer reviews (70%).