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Consumers rely on online reviews when making purchasing decisions. 90 percent claim that reading a positive review online influenced their buying decision. A whopping 85% of consumers read online reviews for local businesses.

The Harvard Business School did a study that focused on online reviews for restaurants, and found that a one star increase in Yelp rating led to a 5 - 9 percent increase in revenue. According to Bloomberg Businessweek, Cornell University found that "a one-point increase in a review score (on a five-point scale) allows a hotel to increase its price by up to 11.2 percent without scaring away customers."

Just last week, the New York Times reported on how user reviews are making consumers smarter, helping us make better purchase decisions, but it is also making marketers more savvy. The explained how a Stanford study looked at how consumers use Amazon reviews when purchasing. Technology gives consumers power, but it gives marketers data.

Businesses, large and small, should be concerned about how they are reviewed online because consumers take reviews seriously. "One should have systems in place to ensure that a couple of negative reviews don't harm their business," notes Vedran Tomic, local Internet marketing expert and the co-founder of Local Ants, LLC.

It takes more than awareness and concern to tackle the complicated online review ecosystem.

Customer-Centric Culture

Of course, the best defense against negative reviews online is making sure they never happen. Easier said than done. Whether you're a one-man-band or a big corporation, your goal should always be providing the best customer service possible. You can use tools like FreshDesk or ZenDesk to manage the customer service process.

Every customer that experiences remarkable customer service will tell their family and friends about your business. They might also provide you with a great review.

If you have employees, make sure that they know what great customer service means for your business. Put it up on walls, send emails about it - train your employees to provide remarkable customer service. I'm sure you have read about Zappos and its incredible customer satisfaction and service.

However, even if you make great customer service a pillar of your company's culture, bad reviews are bound to happen.

The Harsh Reality - How To Deal With Negative Reviews

"There are really only two types of local businesses in this brave new world: those that have gotten a negative review and those that will. If that negative review is the only thing that potential customers see about your business there is no doubt they will choose a different one. And a business owner has two choices on how to deal with this new review reality: ignore it and face the consequences or approach it proactively and start giving all of your customers a voice in how your business is perceived," says Mike Blumenthal, the co-founder of Get5Stars and a local search expert.

If you've been in business for a considerable amount of time, you will be faced with negative reviews. After great customer service, your best line of defense is to make sure your good reviews outweigh the bad. As the New York Times piece pointed out - most reasonable people are going to discount the gushing, positive accolades and the scathing negative customer who expects you to give him or her the moon.

Right after you receive a negative review, you should try to identify the customer and do everything in your power to make things right. Under no circumstances should you confront the customer publicly, even if they're using insulting or derogatory language. Do you remember the post from my colleague Kelly Clay - Lessons From Amy's Baking Company.