The Power of Product & Service Reviews! is out with a new story that has great merit. It’s about the power of product and service reviews that every marketer should take a second look at—and nurture.

What to do?

1. Embrace the reviews. LISTEN. You will find more information from these customers than anywhere else.

2. Share the information. Make sure people throughout the organization get it.

3. Use the testimonials to your advantage.

4. Respond! Make it a two-way conversation, mentions that Crate & Barrel kids-furniture subsidiary Land of Nod reissued a $400 activity table with a more-durable wood when consumers complained it was too soft and showed punctures and dents from normal kid use.