A business should answer both positive and negative reviews. When responding to negative reviews, a business needs to take ownership of the problem and not to blame the customer. The goal of a response should be to resolve the difficulty during a compassionate manner, which can help consumers believe that the business takes all complaints seriously. With 85% of consumers trusting online reviews the maximum amount as a private recommendation, a business should start to garner as many positive reviews by simply asking its existing customer base to leave reviews by deploying an outreach campaign.