CGM comments have the power to influence anyone who sees them and are a very valuable research tool for any online business. It creates a competitive advantage as it allows you (and everyone else online) to find out how your consumers really feel about your packages, products or services, customer service, staff, and virtually all aspects of your business.
CGM comments give online businesses the opportunity to listen to what consumers are saying and to learn what it was about their products or services that encouraged (or discouraged) the purchasing decision; and it gives them the
opportunity to act accordingly. For example, amusement park marketers can gain unfiltered insights into customer experiences that in the past they could have gotten only through surveys and comment cards.