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6 recommendations for using customer reviews to strengthen your business

BlogAug 4 2022
business management
user research
customer service

Gelato has received more than 500 customer reviews on Trustpilot.

With a score of 4.7 out of 5, Gelato’s customers confirm the service as “Excellent” and Gelato as the best-rated Production-On-Demand service. In this blog, we will explain how we use these reviews, and why you also should also start collecting them.

“Behind every review is an experience that matters" - Trustpilot


Trustpilot was founded in 2007 with a vision to create an independent currency of trust. They are a digital platform that brings businesses and consumers together to foster trust and inspire collaboration. Free to use, open to everybody, and built on transparency, Trustpilot hosts reviews to help consumers shop with confidence, and deliver rich insights to help businesses improve the experiences they offer. The more consumers use the platform and share their own opinions, the richer the insights they offer businesses, and the more opportunities they have to earn the trust of consumers from all around the world.

At Gelato, we actively use Trustpilot to gauge our customers’ satisfaction and to improve our service. The score and the comments are a true testament to the service we provide, and we use each review as a way to learn and improve. As a platform, connecting our customers to our more than 100 partners globally distributed in 33 countries, customer reviews are important measurements of the quality of our partners, whether it is production partners, logistic partners, or any other suppliers.

Utilize feedback for learnings

Examples of learnings can be found from positive and negative reviews and asking the following questions: When was this produced? Where was this produced? How was this packaged? How was it shipped? and When was it delivered? This allows us to empathize better and understand the experience of our customers. What worked well? What can be improved? What do we need to change in order for this to be better? Where do we double down because it is already working great?

Nobody knows our product and services better than our customers. We are dependent on them to learn. Elon Musk agrees: “I think it's very important to have a feedback loop, where you're constantly thinking about what you've done and how you could be doing it better."

Can you afford to ignore your customers’ voices?

Our 6 recommendations to you:

  1. Start collecting your own customer reviews. Use an external, neutral, credible, and respected customer review service such as Trustpilot.

  2. Read each review and try to understand. There is learning both in the positive and the negative reviews.

  3. Dig deep to understand the raised issues. Of course, you should try to make the customer happy - but it is even more important to understand and fix the root cause of the issue.

  4. Share the reviews. Be transparent and share both positive and negative reviews throughout your company. Celebrate the good ones, and learn from the bad ones.

  5. Reply to your customers. When your customers find time to write a review about your company, you should find time to thank them.

  6. Display your reviews on your homepage. Recent, positive reviews from customers will make your potential customers trust your service. See the following from Gelato as an example:


“You‘ve got to start with the customer experience and work back toward the technology - not the other way around.” -Steve Jobs