Reviews are important as well as powerful. Positive reviews will bring more business with other benefits, and negative reviews will harm your business. Good thing is that bad reviews can be changed by smart and honest responding. It is a good practice to communicate with customers and respond to reviews. It makes your site engaging and increases the quality of service you provide.
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Reviews play an important role in a business feedback loop. It contains vital information about how you can improve your business. With that information, you can do some changes in your business to make it better. After that, again your customers will leave the reviews, and again the cycle continues. With each cycle, your business becomes one step closer to perfection.
If you are buying reviews, you will not know what your customers are liking in your business. As a result, you will not know how to improve your business. Such a situation is a great opportunity for your competitors to leave you behind and capture the market. In short, your feedback loop will be completely destroyed. As a business owner, you will have to take help of trial-and-error method. While doing so, errors committed will bring you negative Google reviews, which will further damage your reputation.
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