Many of these customers post reviews and pictures on their own Facebook pages, which go out to hundreds of their Facebook friends.
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About 60% of Step2 customers who write reviews are sharing them back to Facebook.
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Along that same data spine, customers can add reviews, limousine services and florists can enhance the dining experience, and a location-aware Smartphone app can tell you what restaurant within walking distance of where you are has a table available right now.
Amazon's online superstore has become the unlikely stage for 21st-century amateur comedy, where thousands of customers have submitted reviews for products ranging from the self-explanatory explanatory book "How to Avoid Huge Ships" to the Hutzler 571 banana slicer, a yellow plastic banana-shaped device that cuts bananas into even slices.
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Amazon also provides reviews so customers can see feedback from others on the same or similar products.
Enhanced editorial features such as parental ratings, rich game imagery and reviews immerse customers in the game before downloading.
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But rather than rewrite them, he has launched an email-marketing campaign that urges past customers to post product reviews to the site.
In business-to-business (B2B) situations, smaller customers may avoid negative reviews when surveyed by a large or critically important vendor, for fear of being cut off.
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As most of his stocks are covered by few or no analysts, Dedio has to do his own work, meeting with managers, interviewing customers and reading product reviews.
He loves the good reviews, the satisfied customers and the challenge of the trade.
An early example of this, says John Cunningham of SnapTrack, is a Japanese restaurant-review service that allows reviews contributed by previous customers to be called up by somebody outside the restaurant who is wondering whether to eat there.
WePay believes these TrustLink reviews do not represent how customers view the service.
And in so doing, uTest discovered that customers want a score and an understanding of how customer reviews explain how well or poorly the app is doing.
By monitoring ratings and reviews we were able to promptly identify the features that customers expected in the app.
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But more important, TripAdvisor says customers and hotels themselves are able to police the site for fake or inflated reviews.
SMBs that have invested little or nothing in their reverse logistics networks are likely to find themselves on the receiving end of a torrent of negative reviews, lower customer satisfaction, and a significant decrease in return customers.
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Lloyds has said that it reviews all PPI claims in "an in-depth manner that produces fair outcomes for customers".
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