Lousy reviews from critics have always influenced people to stay away from certain brands and businesses. But now that the internet has given anyone the ability to voice an opinion, the effect is much more pronounced: Nearly half of consumers (47%) say they would avoid using any business with less than a 4-star rating online. The fact is, whether your business sells bathrobes or bank accounts, online reviews are an incredibly important digital expression of your customer experience - and they are shaping consumer expectations across the board.