It’s no surprise the consumer goods giant has seen the value in this. Customer endorsements are important tools for any marketer. They can help brands distinguish themselves from competitors, boosting sales and keeping sales up. Positive feedback attracts other customers, while negative comments help companies refine their ranges and develop better variants to tempt shoppers.

Customers, in turn, use other people’s advice and reassurance to help them make purchase decisions. In the past decade, the emergence of online feedback on shopping websites, blogs and forums has provided consumers with more resources than ever to base their decision-making on.

With the economic slowdown of the past year, the need for reliable, honest, trustworthy feedback is at its greatest. Consumers want to know that the shops or the products they are interested in have a trustworthy reputation.

Websites such as eBay, Amazon and YouTube have been active in demonstrating the benefits of publishing both negative and positive feedback. Marketers are constantly under pressure to find cost-effective ways of ensuring customer retention and such openness could benefit them in the long run. Reliable online feedback is particularly important to encourage people to spend in areas that they might not otherwise trust, such as online shopping. This lack of faith is a tricky issue for smaller online brands to overcome, especially as they compete in a crowded market with larger, trusted brands.

While all retailers will benefit from taking note of feedback and building up consumer trust, customer endorsement may particularly benefit online businesses hoping to see sales growth. Consumers still prefer buying viable products from reputable brands - not just the cheapest option. The use of unedited testimonials and other forms of customer feedback is helping brands build a relationship with people that go beyond merely taking their money.

Those companies are able to convince consumers that not only do they listen to their advice but act on it, are set to boost their profits in the long run. Customer loyalty starts with a problem and a voice in the wilderness. If you listen and respond positively, you not only save the sale, you win the customer for life and many of their friends too.