Customer’s online reviews of products and services are highly influential and have an immediate impact on brand value and customer buying behaviors. According to the Pew Research Center, “82% of U.S. adults say they at least sometimes read online customer ratings or reviews before purchasing items for the first time, including 40% who say they always or almost always do so.” How and whether to respond to online reviews is a critical consideration that may very well make or break a company’s success.