Failure to actively solicit customer reviews can come at a heavy cost. If left on autopilot, your Google My Business profile may accumulate a disproportionate number of complaints relative to positive comments. Thus, your review data sample will be deceptively skewed by those motivated to leave a review — usually dissatisfied customers. According to the White House Office of Consumer Affairs, most unhappy customers will likely tell 9 to 15 people about their experience; around 13% will tell more than 20 people. By contrast, happy patrons are likely to share their experience with only 4 to 6 people. Don’t leave your name to chance!