Unfair reviews damaging apps downloads? Well now Google Play developers can respond to user reviews. Devs can reply to reviews in the Google Play developer console, and the reply will be shown publicly below the user review on Google Play. Users will receieve an email notification when a developer sends a reply and the user can either reply diretly via email, or update the review on Google Play. The Google Play team notes that users are not obligated to update their reviews based on a developers comments.
It's also important to review the posting guidelines to be sure that you're using the feature in compliance with Google's Play's policies, mostly due to the reply being public.
Source: Android Developers Blog