There is a difference between reviews and testimonials. Quite often people use the two terms interchangeably. However they are different in here is how they differ. Reviews are written by anyone and can be positive or negative. Testimonials are also written by anyone however they are typically just positive. This take a look at example of the factors of both.
A testimonial is usually a positive thing. The definition is that a customer or individual is writing about their experience with a particular company. They are talking about how they had a good experience. Typically you will find testimonials on the website you are considering doing business with. Because of this one would have to believe that the website would only post positive testimonials. By the very definition it is a positive thing not a negative thing however my point is that the website will review them before they post them. That is quite different than what is known as a review.
Reviews can also be written by anyone. Reviews can also be on the businesses website. However the most useful reviews or those that are on a different website. This is what is referred to as third-party reviews. The reason these are more valuable is because the company cannot edit them. So if someone has a bad experience it will still appear. A review is a much more objective viewpoint of the customer. By looking at third-party websites you can get a better understanding of customers actual experiences. There is a video here about customer reviews of the company 4inkjets. So not only can you read reviews but now you can actually view them in the form of a video. This sure beats standing outside of a business and asking people what their PR. One of the most interesting things, or helpful things, about online purchasing is that you can find information quickly as it is all at your fingertips. So if you want to learn about a company and how they treat their customers before you become a customer you can do it quickly and easily online.