Online review management is the process of actively partnering with businesses to help encourage more customers to leave reviews on selected review platforms. This often includes sending out review request campaigns, responding to reviews, and working to rectify any negative experiences a previous customer may have had.
Online reviews matter because they work around the clock. A potential customer may not always feel the urge to call a business and speak with them right off the bat. Reviews are an opportunity to help potential customers paint a mental image of your business before they engage with you.