How To Improve A Business With Reviews


The Importance Of Reviews

Whether you are starting your own new business, or you’re already a business owner, it is always good to know how to improve a business.

customers queuing up
Let Customers Queue Up At Your Store

One major influence of a business that can either make or break your foundation, is the satisfaction of your customers. Therefore you should always strive for the best possible service you can deliver.

Unless you provide or sell something that is absolutely necessary, like the cure to a deadly disease, you don’t necessarily need to be friendly and make sure customers like your attitude so that they will return.

Either way, it doesn’t hurt to be a nice human being!

One way of finding out how well the customers appreciate your service or product, is by providing them a survey, with which they can answer and fill out certain questions you’ve written down.

Whatever the majority leans towards, will be your rating. If for instance over 70% are very satisfied with your service, make sure to keep up with whatever you are doing and try to discover what displeases the other 30%

One thing you should always account for, is that you will never satisfy 100% of your customers.

When I was running a coffee van business, 8 out of 10 people would love our product, 1 out of 10 would find it alright and there would always be that one exception that would criticize, either the taste, the price or whatever else they could find.

Technology vs. Traditional

I’m sure you’ve been handed a survey before once you’ve left a store. Most of the times we throw these away without giving it a second thought. Personally I either fill out a survey, if I feel like something was particularly good and I’m in a good mood, or extremely bad. Other than that I don’t bother to waste my time with these.

Which is why I would not use this approach. Besides, you will end up having quite a few costs trying to style the leaflet and print several thousand copies etc.

Instead you could create an Email list and simply send out a mass Email with a survey attached.

This way you will have reached all or most of your customers in no time, save a lot of money and get results back that can be analyzed within seconds.

You can even create graphs and other statistics with your new found results. With the manual version, you would have much more problems such as:

  • Counting and gathering all the filled out surveys
  • Typing out the results (where most mistakes happen)
  • Create graphs which will be inaccurate, due to the above first two tasks, unless you go through these several times
  • Waste a whole lot of time
  • And as previously mentioned, spend a lot of money on it

If however you do everything online, you can easily get everything done for you with simple software programs such as Survey Monkey.

All you have to do is write out the questions. Once you’re done with it you get a personalized link which you can send out to those people you want to Analysisanswer the questionnaire.

Once all the results are in, you will be provided with statistics, graphs and everything else that comes along with it.

There are of course other methods to be reviewed and rated. You can ask apps, such as Tripadvisor or Yelp to list your stores, where people may want to rate you.

I for instance use Tripadvisor quite a lot when I go abroad. Generally you get quite good results.

Mass Effect

The greatness of technology these days is that we are almost all, geared up with a tablet, laptop or smartphone whenever we are moving around. Therefore if you fancy to go to a restaurant, especially in a foreign place, you might want to go to a specific cuisine or store.

Applications like Yelp and Tripadvisor could literally be the deciding factor of your business.

An easy way to get people to rate you well, is to simply ask them if they were satisfied with your service. If they agree you may want to hint out that you are on one of these apps where they can leave behind a comment if they wish so.

You could also leave a business card with each receipt where they might end up going on your website (if you don’t have a website yet, you should really consider it as it is always useful no matter how big your business is).tripadvisor application

Especially for small businesses, this approach can really boost your
income. Small restaurants for example usually have quite a bit of competition with other restaurants just being down the road or around the corner. To stand out in the crowd, you need to find out what your clients want.

Once you’ve received a bunch of reviews all telling you what you could improve on, you take the necessary steps and see how these customers can be returning customers (if you send them an email saying you’ve done what they asked for) and you will see the word spread around and reach more people.

What To Do If They Don’t Answer

If you are being left empty handed with surveys and reviews, you need to figure out a way to get people to fill out these precious forms for you.

One of my least desired approaches, is when people automatically take down my email for signing up at the gym for example. I receive countless Emails with new promotions etc. but it is quite unnecessary since I’m already signed up and don’t need to be reminded of the prices.

However when they have small competitions and send me an Email that I could possibly be winning something by attending, it does grasp my attention.

Another more popular approach would be to offer them a discount of some sort or a small freebie by filling out a survey. It doesn’t have to be anything massive, but if you own a restaurant or a store for instance, it could be a 10% discount on the next persons order.

10%off discount
Offer your customers some discounts for surveys

By simply offering some small people will be more inclined to fill out reviews and surveys. They don’t necessarily want to redeem their discount either but giving them the option will make them answer your emails more frequently. Besides you don’t need more than a survey a year if your purpose is to get information on how to improve your business.

Prevention Of Disaster

A lot of times surveys can help to prevent people from making huge mistakes. When I travel I like to explore the local cuisine and get a taste for what local people love to eat.

Therefore I tend to try and find little side roads and restaurants that are situated within these. This could be a little dangerous if you walk into the wrong road in the wrong place.

However with reviews that you can easily pull up on your smartphone you will know exactly where to go and what to expect.

The reason I include reviews on my website, is to help people make a decision which program to choose when trying to make money online. There are millions of products and programs out there, claiming to make people rich, within weeks after subscribing to them.

Of course almost all of them are full of lies and rip their customers off. I find these very immoral and sadly a lot of desperate people fall for them. This is why I have included a review section at the top of my page, so people can stay away from these products.

money falling out of waller
Don’t get ripped off by bad products

So this is how reviews can prevent disasters from happening and simultaneously improve or ruin your business.

Once you have the information, don’t hesitate to thank people for their comment or let them know if changes have been made according to their desires. Invite them back with a discount if they write negative reviews and see how their mind will change to a more positive one.

I hope you found this to be a useful post. Please share your thoughts below and let me know if you have any questions.

Thanks for reading,



  1. Improving business with reviews has been very beneficial for me. I run a website where I leverage products with reviews on a weekly basis and I have found them to be very important. Anybody who has a small business on the web should leverage reviews to give value to the customers and gain trust! I have found personally people don’t trust the product, they trust the person who sells them the product.

    • Hey Kyle,

      Third time charm with your comments on my site 🙂 I would like to contact you if possible. Feel free to find me on Wealthy Affiliate. You can find my profile details on my about me page or just leave me an email. You can find mine in the disclaimer.

      As for the comment you left, I do the same on a weekly basis. I Will try to do this more regularly as I tend to slack a little on these.

      We seem to have a lot in common when it comes to marketing so I would like to contact you somehow.

      Thanks for your comments,


  2. Hello,

    Great reviews on any products or services make all the difference when competing for more sales. In today’s world everyone wants to know whether it’s a good choice to buy a product or not. Trusted reviews provide this for them. Thanks for covering how they can improve a business.


    • Hey,

      I completely agree. I always read reviews before i buy something. Especially if it’s something that is meant to last. Therefore businesses should definitely consider reviews to improve themselves and beat the competition.

      Thanks for reading,


  3. A very interesting article on how to improve a business and take it further forward! I was espaically impressed by the technology versus traditional section. I never really thought of the outboard costs of this kind of promotion when compared to the digitial equlivilant ( ie email marketing etc ). Really interesting read for those looking to build up their business in the digital domain!

    • Hey,

      Thanks for reading and taking the time to comment on this post. I truly believe that we should take as many aids and use them as we can. Especially if they’re for free, I don’t see why you wouldn’t use it if it could benefit you.

      Thanks again and I’m glad you liked it!


  4. Hi there Essi,

    I think one of the most common mistakes that business owners make is to ignore negative reviews from their customers. I see this very often even at my workplace and all my boss could do is shrug her shoulder and say “Well, there’s nothing much we can do about it, right?”

    Wrong! As a ground staff, I know we can make things better but management just doesn’t want to try because it’s cumbersome to attend to each negative reviews when the positive ones are more.

    The thing is, dissatisfied customers will come back and haunt you and it just creates more unnecessary tension for the staff.

    • Hey Cathy,

      Ignoring a review is probably not just ignorant but very silly. Regardless whether it is a good or bad one, you can always see where to improve in your business that way.

      I have to say that I find your boss’ attitude very opposite from the way I would approach things haha!

      I’m glad you agree with me in this though. I have gotten several tips and constructive feedback before. When I get bad comments or reviews about something I try to change it so that I get satisfied customers!

      Thanks for stopping by,


  5. Hey Esteban,
    Great tips you have here, I’m starting up my own events company and it can be very difficult to lift off. The receipt with website link is pretty neat though, but most of my receipt and invoices are done online. Would you have an advice on how to market an event planning company? Its one of the few industries which can be a bit tough to lift off.

    • Hey Riaz,

      An event company is something I have very little experience with to be honest! But a website is always a must I suppose!

      Have you thought about creating business cards? I wrote a nice tutorial here, where you can create and order your own cards very cheap and easily. That’s always handy to pass around when people ask you what you do.

      I don’t really know much about that specific market but I can tell you that the more exposure you have the better, so try (here’s how you can get many followers pretty quick), websites, networking events and maybe start small so nearby villages and towns. Use flyers word of mouth etc.

      Hope this helps a little!


  6. Hi there,

    I always heard the phrase of “listen to your customer” and didn’t think about giving out survey until reading your post here. Great article!

    I personally agree with how survey can lead to improving your business. Another note, I think it is better to always respond a customer’s comment or question in our business website (or app).

    It creates a sense of good customer service, and they will be more than likely to be loyal, because they feel to be heard by the business owner.

    • Hey,

      I definitely believe that it is a good thing to ask the customer. Sometimes they might be satisfied or really happy with your service, yet they don’t think about actually telling you.

      If you hand them out surveys or simply ask them for a quick feedback it can be incredibly beneficial for a company.

      Glad you stopped by 🙂


  7. I like your article. Reviews are so important as I learned they also help me learn how to better business and make things easier for my customers with their reviews and suggestions. I think your site touches the very importance of all that. That’s great for any one who is just starting out and really doesn’t understand how customers are what makes or breaks your business if you have no customers you are not making money. their reviews good or bad is a way for you to improve and know what your doing right to keep them coming back.

    • Curtis,

      Thanks for agreeing and highlighting my thoughts. It’s true that you want them to come back and thus you need to listen to what they have to say.

      Thanks for stopping by,


  8. Hi Esteban,

    Great post. This has prompted me to set up a survey after sending out my last mailshot and getting a VERY LOW open rate and having no idea why. I guess it would be good to ask a few questions and understand what the problem is. What email program are you using – Constant Contact, Mailchimp?

  9. Hi Esteban,

    Great post. This has prompted me to set up a survey after sending out my last mailshot and getting a VERY LOW open rate and having no idea why. I guess it would be good to ask a few questions and understand what the problem is. What email program are you using – Constant Contact, Mailchimp?

    • Hey Brendan,
      Sounds like a good plan!
      I’ve used mailchimp before and it was pretty good given that it’s free for beginners, I then moved onto Madmimi but now I’m using Aweber.
      I can without a doubt say that Aweber is hands down the best one I’ve personally used and I love the auto responding service. You should have a look at it. The first month is for free so it’s quite a long time to try it out and see if you want to commit.
      Hope this helps,
      Esteban 🙂

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