How To Use Customer Reviews To Boost And Benchmark Employee Morale And Motivation

Customers Reviews

Customer reviews provide an invaluable trust signal to potential customers. By leveraging a user reviews solution, you’re telling the world that you care what customers think, that you welcome their feedback, and that you’ve nothing to hide. You’re also doing your bottom line a big favour. Using a trusted online review solution provider could see your conversion rates climb up to 58%.

But customer reviews can provide a raft of benefits to a business operation even closer to home: your employees. Forget the traditional notion of a ‘Lone Ranger’ leader single-handedly buoying employee morale and motivation; a growing body of evidence shows that customer reviews are playing an increasingly central role in rallying the troops. Here’s how:


In the old days, customer service was a face-to-face transaction, and the effect of your efforts was tangible. But in this digital world, it’s easy to feel alienated from the end result of your work. Customer reviews demonstrate to employees that their actions do have an actual impact on the lives of others, imbuing their efforts with greater meaning and purpose.


Again thanks to our digital existence, it’s easy to think of customers as faceless online entities. But customer reviews make them ‘real’, and employees are better able to empathise with them and their stories of good or bad service. After all, they’re customers themselves and know how annoying it is when things go wrong!


Everyone likes a pat on the back, and while your employees may well get that from you, it’s far more valuable to their sense of worth and purpose that they feel their efforts are part of the greater good. Reading accounts of happy and delighted customers makes employees feel appreciated. Happy employees are more productive and adaptive to change. Plus, this ‘buzz’ heightens the impact of a negative review, so the employee is more likely to take steps to ensure the problem doesn’t recur.


Managers and supervisors can wax lyrical about morale and motivation, but according to the Harvard Business Review: ‘When leaders attempt to deliver inspiring messages, many employees react with scepticism, questioning whether leaders are just trying to get them to work harder. End users, however, can deliver convincing testimonials of their experiences with the company’s products and services, showing that leaders’ messages are more than rhetoric.’ Customer reviews provide a more credible source of feedback for employees, then.

Leveraging Reviews To Boost Employee Morale & Motivation

Make sure all employees are aware of your review platform. This increases cohesion between staff and customers, creates a friendly atmosphere and fosters a community your employees will want to serve.

Internal promotion – such as a ‘review of the week’ on the intranet or a poster of reviews in the lobby – is a great tool to boost engagement with reviews…

Create a straightforward response policy that allows employees to respond to reviews without huge amounts of bureaucracy and ‘signing off’. If necessary, provide training sessions detailing your in-house guidelines for interacting with customers.

Make customer reviews a default part of team meetings, and utilise the old ‘criticism sandwich’ technique: talk about a positive review, then discuss any issues arising from a negative one (remember, customer reviews provide invaluable insight into ways your business can be better), before finishing on another high note.

Make customer reviews part of your internal feedback and appraisal process. Employees need to see that you know they’re making customers happy.


  • Customer reviews are playing an increasingly vital role throughout a range of business operations.
  • Consider actively inviting your customers to review your company and service. That way you should get a realistic reflection of your company’s current service performance and customer satisfaction.
  • Actively collecting reviews reflects a more realistic picture than just collecting unsolicited feedback, which can mostly be negative.
  • Employees can use customer reviews to boost their morale and motivation.
  • It’s up to you to leverage customer reviews in this context and get the ball rolling on increased employee morale.

If you want to learn how you can start engaging your employees with customer reviews and enjoy a more motivated workforce then read my free eGuide: Business Owner’s Guide: The Power of Online Reviews.

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Lars Gronnegaard Hansen

As Product Manager for online review portal, Trustpilot, Lars Grønnegaard Hansen specialises in pioneering product development - heading up the design of products that add value to businesses in a competitive market and enlighten and enrich the consumer experience. He develops products that allow businesses to tap into the online review culture that has risen out of the increasing role of online word-of-mouth and empower buyers to make informed decisions. With a background in political science, Lars has a deep-rooted understanding of what drives and motivates people and have carried this passion through in his role at Trustpilot, a company that focuses on exceptional user experience and the industry need to meet that demand. To Lars, working with products and services is all about understanding why people use them and what they expect of them.