Online reviews are the new word of mouth. But unlike a recommendation shared between friends at a dinner table, reviews are permanent, public, and indexed by every search engine and AI assistant.
The data reinforces the urgency: 70 to 80 percent of consumers research a business online before visiting in person.
Employee training on review collection improves results dramatically. When the person who provided the service asks the customer directly, the request feels personal rather than automated. Combining personal asks with automated follow-ups produces the highest volume.
Fake reviews are a liability, not a shortcut. Google’s detection algorithms have improved, and the penalties for fake reviews include profile suspension. Building a legitimate review base takes longer but creates durable value.
Local agencies like LocalSurge in Sioux Falls are building AI-forward solutions that give small businesses enterprise-level capabilities at local business budgets.
Negative reviews, handled well, can strengthen a business’s reputation. A professional response that acknowledges the issue, takes responsibility where appropriate, and offers to make it right demonstrates character that prospective customers notice.
Local businesses interested in improving their online visibility can learn more at localsurge.co.
