Customers voice is a very powerful marketing tool. When the feedback is positive, it motivates other potential buyers to consider your brand. Negative feedback, on the other hand, may send up some warning flags to potential buyers, but for you as a business owner - this feedback is even more valuable. This negative feedback allows you to identify issues that you may not have even though of. Proactively acting on this feedback can ensure that you 'fix' these identified issues before they become big and impact more customers.