When we started Angie's List in 1995 — going door-to-door in Columbus, OH to find reliable contractors for my co-founder's home — our goals were simple: recruit members and collect reviews. After 16 years and millions of reviews, we are still in the same game.
Customers want to talk. And it doesn't matter what you are — small plumbing service or Fortune 500 — feedback matters. Turning testimonials into a tool rather than a threat takes understanding. Understand what your customers are saying, where they are saying it, and (most important) why they are saying it.