As consumers and prospects have turned more to self-guided research, they rely more on the opinions and experiences of other customers in reviews when evaluating options and making purchasing decisions.

Having many positive reviews helps build trust and confidence in your business and its products/services.

But it can be tricky to get people to write positive reviews about a business. As Growth Hackers’ Jonathan Aufray says, “Most happy customers will never tell you that they’re happy. Unhappy customers will let you know.”