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Study: Replying to customer reviews results in better ratings

from Harvard Business Review

Every now and then, firms make mistakes that leave their customers unsatisfied: a restaurant misplaces an order, a hotel’s air conditioning breaks down, or a dry cleaner damages a garment. With increasing frequency, disappointed customers share these negative experiences by writing online reviews, and many potential customers take these reviews into account when making choices about which firms to frequent. Because of this, even small service failures can have a lasting negative impact on a firm’s reputation — and financial performance. more


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