“Shut Up and Listen: Customer Feedback Is The Backbone of Your Brand”

Customer reviews aren’t just a nice-to-have, they’re a cornerstone of marketing and a deciding factor for many potential clients. A Forrester research study found that close to 50% of consumers won’t book a hotel that does not have online reviews (Kotler & Keller, Marketing Management, 14th ed.). Reviews give businesses a chance to learn what’s working, fix what’s not, and double down on what customers already love.

Think about it: as consumers, we usually leave reviews when we’re thrilled or when we’re frustrated with the experience or product. Either way, we’re hoping the business listens. At the same time, we’re providing insight for future customers to help them make better decisions based on our experiences.

In social media, reviews don’t just live on Yelp or Google. Social media has become a massive feedback channel. How many times have you seen a product ad on Instagram or TikTok and immediately scrolled to the comments to see what people are saying? That’s customer feedback in real time. It’s basically a built-in review section, and it’s pure gold for brands.

Here’s my advice: don’t just collect feedback—invite it. Encourage your community to share their thoughts, whether that’s through reviews, comments, or direct messages. Not only does this make your current customers feel valued, but it also builds trust with potential customers who are watching. When you really pay attention to your customers, you’re not just improving your product, you’re building loyalty that lasts.