Customer experience (CX) is the sum of all the interactions and emotions that a customer has with a brand throughout their journey. CX is a key driver of customer loyalty, retention, and satisfaction. In today’s digital world, customer reviews play a vital role in shaping CX, as they provide feedback, insights and social proof for both customers and businesses. In this article, we will explore how both positive and negative customer reviews online, and on social media, can influence CX and what businesses can do to leverage them.

The Impact of Positive Reviews

Positive reviews are a powerful form of word-of-mouth marketing that can boost a brand’s reputation, trust and credibility. According to a survey by BrightLocal, 87% of consumers read online reviews for local businesses in 2020, and 79% of them trust online reviews as much as personal recommendations. Positive reviews can also increase conversion rates, as 92% of consumers are more likely to buy or visit after reading a trusted review².

Positive reviews can also enhance CX by:

  • Providing social proof and validation for customers’ purchase decisions
  • Encouraging repeat purchases, visits and referrals
  • Building emotional connections and relationships with customers
  • Improving customer satisfaction and loyalty
  • Highlighting the strengths and benefits of a brand’s products or services

The Impact of Negative Reviews

Negative reviews are inevitable for any business, as no one can please everyone all the time. However, negative reviews are not necessarily bad for CX, as they can also provide opportunities for improvement, learning and recovery. According to a study by Harvard Business Review, customers who receive a response to their negative review are more likely to revise their rating and perception of the brand than those who don’t. Responding to negative reviews can also show other potential customers that the brand cares about its customers and is willing to address their issues and concerns.

Negative reviews can also improve CX by:

  • Providing honest and constructive feedback for businesses to improve their services or processes
  • Identifying and resolving customer pain points and problems
  • Showing transparency and authenticity of a brand
  • Creating empathy and understanding between customers and businesses
  • Turning unhappy customers into loyal advocates

How to Leverage Customer Reviews for CX

Customer reviews are a valuable source of data and insights that can help businesses understand their customers better and deliver better CX. Here are some tips on how to leverage customer reviews for CX:

  • Monitor and analyse customer reviews across different platforms and channels, such as websites, social media, review sites, etc.
  • Respond to customer reviews promptly, politely and professionally, regardless of whether they are positive or negative
  • Thank customers for their feedback and show appreciation for their time and effort
  • Apologize for any inconvenience or dissatisfaction caused by the poor processes or services
  • Offer solutions or compensation for any issues or complaints
  • Ask customers for permission to share their positive reviews on your website or social media
  • Showcase customer testimonials and stories on your website or social media
  • Use customer feedback to improve your products, services or processes
  • Reward loyal customers who leave positive reviews with discounts, coupons or freebies
  • Encourage more customers to leave reviews by making it easy and convenient for them

Customer reviews are not only a reflection of CX but also a catalyst for it. By paying attention to customer reviews online and on social media, businesses can gain valuable insights into their customers’ needs, expectations, and preferences, and use them to deliver better CX that leads to more positive reviews, creating a virtuous cycle of customer satisfaction and loyalty.


(1) Why business must heed customer reviews | McKinsey.
(2) Customer Experience Marketing: Definition and Strategy – ReviewTrackers.
(3) Customer Experience Is Key As Consumers Share More Online Reviews – Forbes.
(4) 3 Statistics That Show How Customer Reviews Influence Consumers.
(5) Why Are Customer Reviews So Important? | by Revain – Medium.