Reviews are both positive and negative feedback about a brand or product that customers leave for others to see. Ensuring a company responds constructively to reviews is important to show they care about what customers think of their brand.

Customer Journey is the path that a customer takes through a brand. There are typically 5 steps:

1. Awareness: This is when a potential customer first becomes aware of a brand.
2. Consideration: When a potential customer investigates a product or brand to determine if it is right for them.
3. Purchase: This is when the customer makes a purchase.
4. Post Purchase: When a customer has just purchased the product weighs the price paid vs use and determines if they will purchase again.
5. Loyal Customer: This phrase is reserved for customers who continue to purchase over and over again.

Personalization is a customer’s ability to personalize certain aspects of their purchase. In the digital world ensuring customers are able to customize their purchase can be  incentive for a customer to finalize a purchase.