When the customer review (perspective) echoes the brand story crafted by the marketing team, it adds credibility and authenticity.
Any differences between the two need to be addressed as quickly as possible. eg: if the product does not live up to its 5 year guarantee, address the product issues or amend the guarantee. Differences between the brandy story and the review can create doubt, reduce the value of the brand and result in prospective customers choosing someone else.
Customer reviews are also an opportunity to directly engage with customers.
Thank them for the compliments.
Directly address any shortfalls.
Strive for transparency.
Resist the temptation to take issues ‘offline’ If you’ve created a voice on a public platform do your best to address issue and concerns there. Asking to direct message should be the exception rather than the rule. It is misguided to believe that this will stop the dissatisfied customer from sharing their story with others.