Customers and businesses place a high value on online reviews. Reviews and testimonials have a significant impact on a customer’s level of trust in a new brand or product from a customer’s perspective. A potential customer may be discouraged by even a single negative review. Additionally, a company without any reviews should be avoided; Reviews, whether positive or negative, are beneficial to customers. The way a company responds to customer reviews is another important aspect. Customers are pleased when they see a business owner respond to their review. This indicates that responding to customer reviews can give your company a competitive edge.