Trust isn’t built on perfect scores — it’s built on genuine conversations and how you respond when things don’t go perfectly.
– Chris Campbell
In today’s digital marketplace, trust is the currency every brand must earn — and few understand this better than Chris Campbell, founder and CEO of ReviewTrackers. With nearly a decade of experience helping businesses harness the power of online reviews, Chris has emerged as a leading voice in digital reputation management. His insights have guided thousands of companies in transforming customer feedback into actionable strategies, stronger relationships, and measurable growth. As consumers continue to rely heavily on peer feedback when making purchasing decisions, understanding how to manage and respond to online reviews has never been more critical.
In this exclusive interview, Chris shares the hard-earned wisdom behind building a platform that prioritizes trust, transparency, and customer experience. From the biggest marketing mistakes small businesses make to the powerful role AI plays in understanding feedback at scale, Chris offers clear, thoughtful advice for entrepreneurs looking to thrive in a noisy digital world. Whether you’re just starting out or rethinking your digital strategy, this conversation offers a roadmap for building meaningful connections in an age where authenticity and responsiveness are everything
Thank you so much for joining us! Our readers would love to get to know you a bit better. Can you tell us a bit about your backstory?
Thanks for having me! My journey into digital marketing really began with a fascination for how people connect with brands and make decisions online. Early in my career, I noticed that reviews weren’t just a trend — they were reshaping how consumers evaluated businesses. I saw an opportunity to help brands not only track what people were saying about them, but actually understand and use that feedback to improve. That led to the creation of ReviewTrackers, a platform built to manage online reviews and reputation in a way that gives businesses deeper insights into the customer experience. It’s been a rewarding path, helping companies use feedback as fuel for growth and stronger relationships.
What inspired you to build an entire platform around customer reviews?
The inspiration came from a clear shift in how trust was being built in the digital world. Consumers were no longer relying solely on traditional advertising or word-of-mouth from friends — they were turning to online reviews as a primary source of truth. That kind of influence, especially at the point of decision-making, couldn’t be ignored. I realized there weren’t many tools out there that made it easy for businesses to manage this growing form of communication. I wanted to create something that didn’t just track reviews but made them actionable — a way for businesses to learn, adapt, and improve. ReviewTrackers was born from that vision: helping businesses listen at scale and take smart, meaningful action.
In your view, what’s the most common marketing mistake small businesses make?
One of the biggest mistakes I see is trying to be everything to everyone on every platform. Small business owners feel the pressure to be present on all social media channels, run ads, create content, manage email campaigns — and it becomes overwhelming. What often happens is that they end up doing a lot of things halfway instead of doing a few things really well. My advice is to take a step back, look at where your audience actually engages, and double down on those channels. Focus on building depth in your messaging and community, rather than surface-level activity everywhere.
What role does trust play in successful branding today?
Trust is the foundation of any successful brand, especially in an age where customers are bombarded with options. If a consumer doesn’t trust you, they won’t buy from you — it’s that simple. Trust is earned through consistent, honest communication, quality products or services, and how you respond when things don’t go perfectly. It’s also built through transparency — being open about your values, how you operate, and what customers can expect. Brands that lead with integrity and make their customers feel heard tend to foster loyalty that’s hard to disrupt.
How should small businesses approach online reviews and reputation management?
They should treat reviews as an ongoing conversation with their audience. It’s not just about collecting stars — it’s about genuinely engaging with what people are saying. That means responding to reviews, even the negative ones, with thoughtfulness and professionalism. It means looking for patterns in the feedback and using that data to improve operations. Too many businesses are reactive — they only worry about reviews when something goes wrong. The businesses that win are the ones that are proactive, consistently showing they care about the customer experience.
What are some practical ways to encourage more customer reviews?
Start by making it easy and timely. The best time to ask for a review is right after a positive interaction — when the customer is still feeling good about the experience. Use simple tools like email follow-ups, text message requests, or even QR codes at the point of sale. The more frictionless the process, the better. And most importantly, be human about it. Let customers know their opinion matters, that it helps you grow, and that you truly value their feedback. When it feels authentic rather than transactional, people are much more likely to share their experience.
What impact do reviews have on SEO and discoverability?
Reviews play a major role in how search engines rank and display local businesses. Fresh, user-generated content from reviews signals to Google that your business is active and relevant. Positive reviews can improve your position in local search results, increase click-through rates, and even influence how people perceive your brand before they ever click. They also often include natural keywords, which helps boost your organic search visibility. So reviews aren’t just about reputation — they’re an integral part of your online presence and discoverability.
When is it appropriate to remove a bad review — if ever?
Only in very specific cases — if the review violates the platform’s terms, such as containing hate speech, spam, or false information. Otherwise, I always encourage businesses to resist the urge to remove negative reviews. It’s better to respond professionally and show that you care about making things right. That kind of transparency builds more credibility than a perfect 5-star rating ever could. People expect to see a few critical reviews — what matters most is how you handle them.
What’s the best way to respond to a one-star review?
First, take a deep breath. It’s easy to get defensive, but the goal is to de-escalate and demonstrate empathy. Start by thanking the customer for their feedback — even if it stings. Acknowledge their frustration, apologize sincerely if warranted, and offer a way to resolve the issue offline. Keep it short, kind, and professional. That response isn’t just for the reviewer — it’s for every future customer who reads it. A well-handled one-star review can actually increase trust in your business.
How has AI changed the way businesses manage reviews?
AI has completely transformed how we process and analyze feedback at scale. Instead of reading thousands of reviews manually, businesses can now use AI to identify patterns, extract key sentiments, and surface actionable insights. It’s not about replacing the human touch — it’s about enhancing it. AI helps prioritize what needs attention and reveals trends that might otherwise go unnoticed. For example, if multiple customers mention a specific issue, AI can help flag that theme so the team can act quickly.
What digital strategy do you think is most overlooked by small businesses?
Listening. So many businesses are focused on what they want to say — running campaigns, posting content, pushing promotions. But they often miss the opportunity to really hear what their customers are already telling them. Whether it’s reviews, social media comments, or customer service interactions, there’s a wealth of insight available. The smartest brands use that information to refine their messaging, fix problems, and exceed expectations. Listening is a competitive advantage — and it’s free.
What advice would you give a business just starting out with little to no marketing budget?
Start by building real relationships with your customers. Talk to them. Understand their needs. Then leverage the free or low-cost tools you already have — Google Business Profile, social media, and especially reviews. Your reputation is one of your most powerful marketing tools, and it doesn’t cost much to manage it well. Encourage happy customers to spread the word. Even a few strong reviews can create a snowball effect. Focus on creating experiences worth talking about, and the marketing will follow.
How can businesses turn customer feedback into actual improvements?
It starts with creating a feedback loop internally. That means sharing reviews with your team — not just management, but frontline staff too. Then, look for recurring themes. Are people consistently praising one thing or complaining about another? Those patterns point to what’s working and what needs attention. Make feedback part of your regular operations — set up meetings to review insights, assign ownership, and follow up on changes. When customers see their input being acted on, it strengthens their loyalty and turns them into advocates.
What trends do you see shaping the future of customer experience?
Customers increasingly expect personalization, speed, and transparency. They want to feel seen and valued, not just as transactions but as individuals. That means brands will need to leverage data more intelligently — not to push more ads, but to serve more relevant experiences. Voice search, AI-driven interactions, and even proactive service (anticipating needs before the customer expresses them) are all part of where we’re headed. And through it all, authenticity will remain king. Customers crave real human connection — even in a digital world.
How can our readers further follow your work online?
You can find me on LinkedIn where I share thoughts on marketing, customer experience, and the future of trust in business. To learn more about what we do at ReviewTrackers and how we help businesses turn feedback into growth, visit www.reviewtrackers.com. We love connecting with people who are passionate about making customer experience their competitive edge.
