Customer comments matter. Positive or negative, they definitely have an impact. A past Edge of Service Newsletter includes the following numbers to ponder:

1% to 5%. Typical percent of customers who complain to companies when there are problems—for every 10 complaints, there are anywhere from 200 to 1,000 customers you don’t hear from. (John Goodman, Customer Experience 3.0)

Word of mouth drives 20–50% of all purchase decisions. (McKinsey)

Advocate customers spend 2 times more than regular customers, and because they stay longer, have a customer lifetime value 5 times greater than regular customers. (Bain & Company)

To learn more about Customer Advocacy, check out my Lynda.com course Customer Advocacy.