If you have recently set up a business or have an established business but are looking in to marketing a bit more then you should never underestimate the importance of customer feedback and reviews.
Far too many businesses don’t pay enough attention to customer feedback and don’t investigate returned products or complaints in enough details. This can have a very detrimental effect on the business in the long term. Depending on what type of business you have and how you sell your products, you may need to gather feedback in different ways. If you deal direct with the public then you may want to use social media to gain reviews for your services and products. Be sure to get permission from your customers before you post anything on social media about them (photos, quotes etc) and try and remember to ask as many of them as possible to leave a review for you through Facebook etc.
If someone leaves you negative feedback it is vital that you do not ignore it. You need to investigate what has happened and respond to it as soon as possible. Try and be polite and offer a solution and ideally get in contact with them to discuss the matter further.