For some time, experts told us that it is important to avoid negative reviews.

"It can take 40 positive reviews to undo the damage done by just one Negative Review." - Social Media Today

But, there is recent research showing otherwise.  Having one in 40 negative customer reviews for business can be harmless or even helpful. 

Everyone knows no company can please everyone. One client complains about you as too noisy, too bland or too snooty. That may signal to others reading the review that you're right for them.

Your reply to a complaint shows the kind of service attitude others can expect. Take time to give calm explanation of a mistake. A sincere apology or simple acknowledgement of a weak point often neutralizes the negativity.

Consumers are skeptical when every review raves about a product.  A sprinkling of criticism makes the praise more credible.