By Emily Washcovick Online reviews can be an important source of feedback to help improve your business. They’re a signal to what’s going well and what needs to improve. Jeff Toister, author of The Service Culture Handbook, has some surprising advice for small business owners who feel they’re too busy to read through all their reviews. “It’s going to save you time, and it’s going to improve your business.” This can be very manageable if you’re using the right process. “You really don’t have to spend more than 30 minutes per week doing this,” explained Toister. Analyzing your reviews can help you improve customer service, increase sales, and pinpoint problems that are costing you customers. Reviews can sometimes reveal unexpected insights. Toister shared an example of a small restaurant chain with five locations that requested customer service training for its staff. The management team was concerned about a recent trend …