Like it or not customers write reviews all the time. More importantly, they read reviews even more. Do you know that 85% of all consumers trust online reviews as much as they trust recommendations from their friends. In other words, they read and believe reviews.

It’s been estimated that only about 1 of 10 customers who have a great shopping experience will write a review for others to read. On the other hand, about 10 of 10 customers who have a bad experience will write a review. Human nature compels them to warn other people so they won’t have to have the same bad experience.

So here’s the scary math. If you want your store to maintain a 4-store average, you’ll need 30 customers to have a great experience every time someone writes a bad review. Here’s why.

A single 5 star review combined with a single 1 star review gives you an average of just 3 stars.

(5 + 1) ÷ 2 = 3.0.

Two 5 star reviews combined with a single 1 star review gives you an average of just 3.666 stars. (5 + 5 + 1) ÷ 3 = 3.7.

Three 5 star reviews combined with a single 1 star review gives you an average of 4.0 stars.

(5 + 5 + 5 + 1) ÷ 4 = 4.0.

The success secret is to read your reviews to discover what your customers love and hate about your store. After knowing these things you can develop a plan to ensure the things they love happen more often and the things they hate happen less often.

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