Your reputation matters. This is true in every aspect of life, but especially when it comes to business. The problem is that no matter how good your reputation, all it takes is one dissatisfied customer to tear it all down. A few choice words on the internet, a situation handled badly, and the result is a ding to your reputation. One ding too many and your business starts to fail - fast.
Part of the problem is the way the review process works. The organic, consumer-led review process tends to result in many more negative reviews than positive ones. Most people who are happy with with your busness don't feel the need to shout it from the rooftops in fact, the average happy customer only tells 15 people about their experience with you.
But when someone feels wronged, all they can think about is how to "get back" at you. They can easily do this through reviews. Studies have shown that the unhappy customer tells an average of 24 people about their perceived negative experience.
You can't change the review proess. You can't change human psychology. So what can you chage?