Customer feedback management involves using customer feedback to improve the quality of services or products. This approach entails regularly collecting and analyzing feedback to raise awareness among relevant stakeholders (reception staff, employees, managers, etc.) regarding the strengths and weaknesses highlighted by customers, whether complaints, suggestions, or compliments. Feedback can be processed on an ad-hoc basis, by extracting relevant verbatim comments, or in a more structured way through dashboards or performance indicators. In some situations, customer feedback management may also include financial incentives. This approach is part of the overall dynamics of quality management and aims to optimize customer satisfaction.

Customer review management encompasses all the practices, tools, and methods used to collect, influence, process, analyze, and leverage customer feedback for marketing and management purposes. Its importance naturally grows in sectors where customer reviews have a significant impact on revenue, such as hospitality, tourism, services, and e-commerce. This approach applies to both reviews collected directly by the company and those posted on third-party platforms.

Regarding review collection, the primary objective is to encourage the number of reviews by using automated marketing techniques (such as email solicitations), specialized management platforms, and simpler methods (such as distributing business cards linking to review sites or direct verbal solicitations). Some may be tempted to manipulate these reviews by only contacting presumed satisfied customers or by targeting opportune moments, which sometimes raises ethical and legal questions.

Beyond biased data collection practices and fake reviews, responding to customer feedback can help revise a critical review, mitigate its impact by posting a response (if possible on certain platforms), or simply thank referring customers. Once collected, reviews can be analyzed and used for business and marketing purposes, enriching customer and product knowledge and improving service quality. To process large volumes of reviews, text mining tools using sentiment or emotion analysis can be employed.

Regarding the business and marketing use of reviews, the goal is generally to optimally integrate feedback into websites, mobile applications, and marketing communication channels. Review platforms offer modules to facilitate this integration. Feedback can also be used in communication materials.