Customers are vital to the success of any business. Put simply, great customer reviews can boost sales, while bad ones can hurt them. Case in point, dissatisfied customers usually tell 9-15 people about their dissatisfaction, while some tell 20 or more. Unfortunately, a customer with a negative experience is more likely to give a negative review as opposed to a customer with a positive experience. Problem is, it takes 40 positive reviews to undo the damaging effects of just 1 negative comment.