In general, most consumers are conditioned to raise a wary eyebrow toward what a brand or company tells them, but they warmly embrace the opinions of people they know and trust - or perceive as “just like me.”
Your existing and potential customers are also conditioned to share their opinions openly online, which you can use to your distinct business advantage is you know where to look, and take the steps to listen and act on your customer’s voices.
https://www.siliconindia.com/news/general/How-to-Use-Your-Customers-Voice-to-Create-Powerful-Content-that-Converts-nid-204227-cid-1.html/
