CONCLUSION To get the most from user reviews, a B2B software or service company should involve the sales, marketing, product development and customer service teams. “Reviews should be compiled on a weekly or monthly basis and sent to interested parties with an executive summary so companies know where they’re succeeding or failing,” advises Lieb. By applying what is learned from reviews in their daily activities, each department will enjoy greater success in key initiatives, including customer experience optimization, sales and marketing content development, brand awareness, product development and more. 10