Tools like user reviews, social bookmarks, and other ‘peer review’ type tools are becoming increasingly popular ways for prospects to weigh a particular product or service. People are ignoring traditional advertising mediums and are turning to their circles of influence to help them make buying decisions.

It’s for these reasons it’s important for businesses to geniunely try to build a relationship with their customers. No, you can’t satisfy everyone and not everyone will give you a good review, but if you do your best to at least understand their complaints, it’ll go a long way towards stemming any negative comments that might leak out.