E-commerce: Six Ways to Effectively Leverage Online Customer Reviews

5. Don’t censor negative reviews. One of the more interesting results of adding customer reviews to Petco.com is that customers have started to shift their complaints to this venue. “They won’t send a simple e-mail to customer service, but they’ll go through the registration process, and write and post a negative review,” Lazarchic said. This has revealed product problems that wouldn’t have otherwise come to light, and Petco has been able to pinpoint merchandise that doesn’t meet its quality standards and subsequently pulled them off the site.