Reporter's notebook: Customer review build trust

User reviews on Yelp or Google are more powerful than people think, says Justin Racine, marketing and e-commerce manager at Geriatric Medical.

“When people buy medical supplies, either for themselves or loved ones, they want to make sure the place they're getting those products from is reliable and trustworthy,” he said.

A positive customer review can add value to a business.

“When people purchase online, the cost of an item can be extremely important, but if a review is positive and it shows that the person assisting the customer went above and beyond, people may pay $5 to $10 more for a specific item,” he said.

Whether they intend to buy products online or in-store, Racine says customers want to know: Does the item ship quickly; does it come with a good return policy; was the customer service helpful; and did customers find the products they needed?

Racine adds that providers should capitalize on customer success stories and positive product reviews by advertising them on the banner spaces on their websites or including them in their email marketing.

While a good review can draw in first-time customers, a bad review can drive them away.

“If a customer writes 'Hey, I tried calling you four times over the last two weeks. I need to return this,' it makes people feel like there's no one at that business, so they won't want to buy from them,” said Racine.

Should one's business receive an unfavorable review, Racine says the worst thing a provider can do is ignore it.

“Respond to the person and his or her initial remark and try to make the situation right,” he said.