Can reviews help achieve better visibility in AI-generated answers?

Reviews are an important part of LLM optimization. LLM, or Large Language Model, is a more technical term for AI tools that generate text — the most well-known example being ChatGPT.

A Finnish accounting firm Mandaatti discovered this by chance when they noticed that ChatGPT recommended their company in response to a query asking for “the best accounting firm in Finland.” The AI justified its recommendation with customer experiences and used reviews from the company’s website as a source.

LLM visibility is a fortunate side effect of a collaboration whose primary purpose is to understand customers, improve customer experience, and amplify customer voices publicly.

Aiming to Understand the Customer

Mandaatti is a family business founded more than 20 years ago. Today, it serves clients across seven locations with nearly 40 employees. The company offers businesses services such as accounting, payroll, and financial management. The business director is second-generation entrepreneur Eerik Ahola.

Mandaatti started using Trustmary in spring 2024. The cooperation began with a desire to collect more extensive customer testimonials, monitor customer satisfaction, and identify concrete areas for improvement.

“Satisfied customers and a well-being staff are important cornerstones of our operations. We strive to ensure that happy customers can recommend us to others,” says Ahola.

The wish to understand customers better and highlight good customer experiences led Mandaatti to adopt Trustmary’s tool, which automatically collects feedback and reviews from customers.

Eerik Ahola. Image: Mandaatti

Segmenting Responses

In practice, feedback surveys are integrated into Mandaatti’s ERP system. Automated surveys are sent to customers based on the specific office and employee who served them. If a customer doesn’t respond, a reminder is sent, which increases the number of responses.

“It’s important that we can direct feedback to the right place — the office and the employee who actually served the customer.”

Making Reviews Visible

The feedback surveys collect not only private feedback, but also reviews on Google and Trustmary.

These reviews are automatically published on Mandaatti’s website. They are also used in offers, pop-ups, and different sections of the website — making the customer experience more visible.

Reviews’ Impact in ChatGPT

In summer 2024, Mandaatti received concrete proof of the importance of reviews for LLM visibility. When Eerik Ahola’s brother tested ChatGPT by asking “What is the best accounting firm in Finland?” the AI highlighted Mandaatti at the top — justifying the recommendation with customer reviews. Eerik later tested it himself and got the same result.

In later experiments, recommendations varied, but the experience clearly showed that authentic reviews can directly influence how AI models recommend companies.

Image: Mandaatti

Results and Benefits

  • With Trustmary, Mandaatti has gained a systematic and efficient customer feedback channel.
  • Feedback highlights areas for development.
  • Employees receive concrete thanks from customers, boosting motivation and job satisfaction.
  • Satisfied customers’ stories can be turned into references that support growth and competitiveness.
  • Public reviews, when used in many different ways, build trust across marketing and sales channels.

Conclusion

Mandaatti’s story shows that reviews not only support the development of customer experience but can also play a decisive role in how AI provides recommendations.

Trustmary makes this process easy, systematic, and impactful.

Book a meeting with our expert, and let’s explore together how we can modernize the way your company collects and leverages feedback and reviews!