We have come a long way since 1995 when Amazon began letting customers post reviews of products. Considered to be a risky retail gamble at the time – putting product commentary in the hands of customers – it inspired a revolution in customer feedback and engagement that launched more widely in 1999 with Epinions, RateItAll, and Deja.

Today, online reviews – through both traditional and non-traditional channels – are alive and well. Ranging from posts on OpenTable and Zocdoc to gaming platforms, and more, customers share their experiences with brands, and with each other, on a regular basis. Used for everything from evaluating product quality to selecting services, reviews have critical brand impact.

Overwhelmingly, customers see their reviews not just as a moment-in-time reaction to an experience, but as a dialogue – one they expect to be two-way. Customers post reviews as a way to engage with brands and help others make good decisions. For marketers focused on building brand loyalty and advocacy, this is not only good news, but an opportunity for differentiation.

Chatmeter recently initiated a survey to better understand how consumers use and perceive online reviews, what brands can do to fully leverage their reviews, and what the future holds when it comes to customer feedback.

We surveyed 1,369 consumers – all of whom have used a review to help in the decision-making process, and 94.5% of whom have posted a review in the last 12 months. It’s clear that instead of shying away from the volumes of data that online reviews provide, marketers should embrace reviews and leverage technology that allows brands to build the competitiveness they seek.