This Multi-Millionaire Founder Drove an Uber to Learn About Customer Service The details matter.

Last year, Paul English signed up to be an Uber driver. As a multimillionaire, he didn't need the money, obviously. He wanted to understand what it's like to be rated.

Related: 4 Assumptions Needed to Deliver 5-Star Customer Service

It's an eye-opening experience that company executives rarely get. Reviewers tend to react to a customer service agent, or the skill of the chef in a kitchen, or, well, the driver behind the wheel. And yet those reviews can impact an entire business. "Reviews provide a first stop for any potential customer to understand a product from a consumer point of view, delivering honest and impartial insight from peers," says Tomer Tagrin, cofounder of Yotpo, a social review platform for e-commerce websites. According to Nielsen's Global Trust in Advertising report, 70 percent of global consumers say they trust online reviews.