It’s time to harness the power of reviews.  Victoria Locking, UK Agency Partnership Manager at Reviews.io, delves into the crucial role of customer reviews and user-generated content on eCommerce sales. Reviews.io is a leading review platform that helps established brands build trust with their customers for over 10 years. In this episode, Richard and Vic cover a wide range of topics, from the evolving landscape of customer reviews and their influence on brand credibility to the implementation of loyalty programs and the ethical incentivisation of customer feedback.  Join us as Victoria shares her journey from working with horses to her current role, and offers valuable insights into maximising the impact of customer feedback for building a successful ecommerce business.  Stay tuned for an engaging conversation that promises to provide actionable strategies and industry insights.  Topics Covered 00:20 - Victoria talks about her career history in eCommerce 04:46 - Reviews.io is a customer-centric platform with strong customer support 08:26 - Using customer attributes to reduce return rates 11:28 - Influencer deals can be unsustainable and expensive 13:47 - Running campaigns through email or feedback collection 18:15 - Brands can take a soft approach to loyalty 21:33 - Automating processes, timing, and account setup importance 27:07 - Investigating poor customer service and product issues 30:39 - Support team can address issues promptly. Internal training necessary 33:01 - Use AI to streamline customer support responses 38:35 - Scholarship, uni, career, accounts, professional growth, inequality 41:28 - Men's behaviour in public spaces is evolving positively 43:46 - Gender disparities in senior ecommerce positions discussed 48:37 - Finished 2 books, including "The Advice Trap." 49:15 - Helping others often requires active listening