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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 Cleared Consumers tend to treat businesses the way they treat other people — holding them to certain standards and building relationships with ones they have faith in. They're expressive with their dollar and want to engage with companies that won't let them down