Many companies believe they collect customer feedback — but few actually do it systematically.

In reality, most businesses sit on a goldmine of insights that never see the light of day. Reviews and feedback could guide product development, strengthen sales, and attract new customers — yet they often remain underused.

Why?

Because gathering, analyzing, and displaying feedback can feel like extra work. It’s easy to delay building a structured review process when sales keep running and customer surveys seem “good enough.” 

Frankly, businesses might not even realize that there is room for improvement. They might not know that they can get 2-4 times more feedback and increase website conversions by 20% by using the correct methods.

Let's find out if you still have room for improvement – or if you already are in the top 1% of companies that use reviews and feedback optimally for growth.

The Customer Review Maturity Model

To help businesses understand where they stand, we’ve created the Customer Review Maturity Model.

It divides a company’s review process into three essential areas:

Each area has four proficiency levels — from Passive to Top Level. The higher your level, the better you can use customer voices to improve operations and fuel growth.

customer review maturity levels

Test Your Review Maturity Level

Use the below test to figure out your current proficiency levels in collecting, analyzing and showcasing feedback and reviews.

What's your verdict?

Read further to learn more about the different maturity levels.

1. Collect - How well do you collect feedback and reviews?

Passive

  • We don’t actively ask for reviews or feedback.
  • Feedback mostly comes in spontaneously (emails, calls, etc.).

Basic

  • We send out an occasional customer satisfaction survey.
  • We manually ask a few customers for reviews when we remember.

Advanced

  • We collect feedback systematically at one or two key stages (for example, after purchase or onboarding).
  • Our process is partly automated, and we gather reviews from several platforms.

Top Level

  • We collect feedback automatically across multiple touchpoints (sales, delivery, support).
  • Data integrates into our CRM and guides segmentation and future collection.

2. Insight - What do you do with the learnings from customer feedback?

Passive

  • We rarely analyze the feedback we receive.
  • Individual employees handle feedback without follow-up.

Basic

  • We review survey results once a year, but there’s no regular analysis.
  • There’s little segmentation or trend tracking.

Advanced

  • We regularly analyze trends and segment feedback (by product, team, or customer type).
  • Insights are used in employee development and process improvement.

Top Level

  • Analysis happens continuously and automatically.
  • AI or data tools help identify strengths and development areas.
  • Management uses insights to drive strategy and company culture.

3. Display - Do you leverage reviews and feedback as social proof?

Passive

  • We have a few random reviews online, but we don’t manage or promote them.

Basic

  • We show some customer quotes on our website or marketing materials, but updates are rare.

Advanced

  • Reviews are automatically updated and categorized on our website.
  • We use reviews on social media and recruitment materials.

Top Level

  • Reviews are seamlessly integrated across all marketing channels — website, social media, ads, and search engines.
  • Prospects see relevant reviews at every step of their buying journey.

Why Aim for the Top Level?

When your company reaches the top maturity level, customer feedback becomes more than a measurement tool — it becomes a growth engine.

You can:

  • Make data-driven decisions across sales, marketing, and product teams.
  • Build trust faster through authentic social proof and increase website conversions by 20%.
  • Gain visibility in search engines and AI search with reviews.
  • Motivate employees with transparent, continuous feedback.
  • Attract new talent with a strong reputation as a customer- and employee-centered organization.
  • Save time when the whole process is automated.

The end result is a business that listens, learns, and leads with customer experience at its core.

The Simple Method for Top 1% Companies

Reaching the top level and joining the most proficient and mature review pros is much easier than you think.

Often existing in the top level actually makes your life simpler compared to the lower levels, thanks to automated processes.

Trustmary offers the best feedback and review method in the world. We help you collect, analyze, and display feedback and reviews in ways that actually aid your growth.

  1. Collect feedback and reviews with a 3-in-1 survey:
    Measure customer experience and satisfaction (NPS, CSAT, star ratings).
    Get open feedback from customers and learn the reasons behind their scores.
    Collect reviews and testimonials at the same time.
    Automate the whole system and get insights always at the right time.
  2. Turn feedback and reviews into insights:
    Constant tracking or feedback trends.
    AI-driven insights and recommendations.
    Reputation monitoring and smart alerts.
  3. Display feedback and reviews:
    Add the right reviews in the right places automatically.
    Increase website conversions by 20%.
    Gain visibility on search engines and AI search.
    Build trust with reviews on social media, sales presentations, and other materials.

Let's have a quick chat so we can explain how this process could work for your company's needs. Book a free demo.

Ready to Grow Your Review Maturity?

If you recognized that your company still has room to improve, you’re not alone.

Trustmary helps businesses move up the maturity levels — from scattered reviews to a fully automated, insight-driven system.

Book a demo to see how you can turn customer feedback into your most powerful growth driver.