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When was the last time you made a restaurant reservation without first checking online reviews on TripAdvisor or Yelp? Word of mouth recommendations are important. We trust the experiences of others over the claims of a company. Online reviews can help a customer to build up a strong and immediate impression of a brand’s goods and their customer service credentials Reset Most customers don't have an agenda. They don't have anything to gain or lose by offering their input. Their fellow consumers understand that, so if you can borrow some of your customers' credibility, you can cultivate some trust with your target base