Have you ever reviewed online customer ratings or feedback prior to buying a product? If you’re like most consumers, this type of research has now become a standard part of your purchasing process, especially if you’re considering a big-ticket item. For example, a couple planning a vacation can readily view customer ratings on different hotels in the area before finalizing their plans. Similarly, a runner can easily review feedback from other athletes before making an expensive shoe purchase.

Thanks to the prevalence of consumers providing online feedback, customer ratings have become a fairly reliable resource for gauging customer experience. It has also provided companies with a deluge of customer experience data that was not available in such abundance just a few years ago.

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