When a potential customer is looking at reviews and feedback on the internet, it means they have already determined their problem, they know what type of business can help them resolve their problem and they are now trying to find the right one. In other words, they're well on their way in the buyer's journey. Feedback and reviews from former customers can be the determining factor.
What's the Difference?
Essentially, the difference between feedback and reviews is the location. Feedback is on your client's website or a microsite while reviews are on a review site or social media. The most well known of review sites are Yelp, Google My Business, and YellowPages.com.
For more information on the difference, please see What's the Difference Between Feedback and Reviews?
Why do my clients need both?
Google punishes sites with reviews copied from review sites while it promotes the ones that have original feedback. Therefore, it's important to display reviews on your clients' website that cannot be found on a review site, such as Yelp.
Additionally, potential customers may discover your client a number of different ways. Many will go directly to a popular review site to discover the best service provider. Others will discover your client through organic search. Wherever they find them, you want positive reviews to be front and center.
Positive reviews and feedback build trust. Think of them as the online equivalent of your best friend or family member recommending a business. You and everybody else are more likely to choose a business that someone else has vouched for.