A business owner I met at a conference, said, "Online ratings, man! They are killing us". I asked whether there were false reviews. He said, "No, but they don't represent the majority of our customers' opinion". After some deliberation, he admitted that they weren't doing enough to listen to their customers. They have comment cards and a contact info on their website but they don't hear the voice of the customer.
The business owner said, "it's a hard problem to solve".