Manage & Collect
Why Customers Are Five Times More Likely To Filter 1-Star Reviews
September 17, 2020
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3 min read
We live in an age of information overload, where customer opinions hold immense power. Yet, for some reason, the simple act of asking for those opinions – for reviews – still carries a strange stigma. Why is that? Let's dive into this perplexing debate.
Despite the wealth of information available to businesses today regarding the importance and management of online reviews (a topic we and many others at REVIEWS.io frequently address), the act of asking customers for their feedback continues to be a subject of debate and, at times, apprehension.
You'll find countless articles outlining the best practices for review collection and utilization. Yet, when the conversation turns to actively prompting customers to share their experiences, a certain unease often surfaces.
One prominent viewpoint in this discussion comes from platforms like Yelp, which has historically cautioned against businesses soliciting reviews. The rationale often suggests a potential prioritization of "quantity over quality" when businesses actively seek feedback. This naturally leads to the fundamental question: what is the real connection between a business asking for a review and the authenticity or value of the feedback provided? It's a relationship worth examining closely.
The underlying concern often seems to be that businesses who ask for reviews might not be genuinely invested in the trustworthiness or accuracy of the feedback they receive. Interestingly, this concern sometimes exists alongside the practice of platforms themselves not showcasing all submitted reviews.
This raises a pertinent point about transparency and trust. In building strong customer relationships, isn't open and honest communication paramount? While strategic maneuvering might have its place in certain situations, when it comes to earning customer loyalty, a candid approach to feedback – both positive and negative – would seemingly be the wiser strategy.
Consider a scenario: you're evaluating a local business and notice that not all customer feedback is publicly visible. Wouldn't that naturally lead to some suspicion? You might wonder what's being hidden and why.
This isn't to conflate the necessary moderation of fake or abusive reviews with the selective omission of genuine customer experiences, regardless of their sentiment, in an attempt to artificially boost perceived quality. These are distinct practices with different implications for building trust and providing an accurate representation of a business.
The article in question illustrates some crucial missteps in how businesses might approach review collection. One example cited is a review from a customer of a removal company, who noted:
“Impressively quick to unload our fully packed 17′ U-haul in only 90 minutes. They were pretty careful and didn’t break anything. Would be 4 stars for good service, but -1 for being unreasonably pushy about a yelp review and making me write it in front of them.”
This feedback highlights a critical distinction: there's a significant difference between a polite email invitation or a gentle in-store request and actively pressuring a customer to leave a review on the spot. Such tactics can be perceived as harassment and are certainly not in line with the ethical and effective strategies we advocate at REVIEWS.io. Asking for a review should occur at an appropriate time post-purchase or service delivery, with a respectful and non-demanding tone.
While tools like our in-store review collection app can be invaluable, particularly for businesses that may not have customer email addresses, the approach should always prioritize the customer's comfort. Emotional pressure or demands are counterproductive and, as this example shows, can negatively impact the very feedback you're trying to obtain. Ultimately, a friendly and non-obligatory "would you mind sharing your experience?" is sufficient, and respecting a customer's decision if they decline is paramount.
The article further suggests that:
"Asking for reviews at all, even if the business breaks norms and attempts to ask more than just their happy customers, can create a bias away from organically motivated reviews.".
The implication here is that businesses might selectively solicit feedback only from customers they believe had positive experiences. However, this raises a fundamental question about the very purpose of review collection. How can a business truly understand the spectrum of customer experiences – both positive and negative – without asking for feedback from a broad range of customers?
Unless there's a way to predict future sentiment with certainty, reaching out to a diverse customer base seems essential for gaining a comprehensive and unbiased understanding of service or product satisfaction.
It's important to acknowledge areas of agreement. The article rightly emphasizes a crucial principle that we at REVIEWS.io, and any reputable review platform, wholeheartedly endorse: never offer payment, bribes, or compensation in exchange for positive reviews.
This practice undermines the authenticity and trustworthiness of feedback, ultimately harming both the business and the credibility of the review ecosystem. On this point, our perspectives align completely.
Having addressed some of the common concerns surrounding the practice, it's crucial to highlight the significant advantages of actively inviting customer feedback.
The adage "if you don't ask, you don't get" holds considerable truth, particularly in the realm of customer reviews. While organic feedback will naturally occur, proactively reaching out to your customer base can significantly increase the volume of reviews you receive. Many satisfied customers may simply forget to leave feedback, lack the time in the moment, or are generally less inclined to offer their opinions unless prompted.
The act of asking is a low-risk, high-reward strategy. At the very least, you remain in the same position if a customer doesn't respond. Moreover, concerns about receiving negative feedback should not deter you. Not only do studies suggest that customers who are asked to leave reviews often provide more positive feedback overall, but negative reviews themselves offer invaluable opportunities for learning, improvement, and demonstrating your commitment to addressing customer concerns publicly. (We've explored this in more detail in our blog post on the benefits of negative reviews.)
Consider your own online behavior: when are you most likely to be motivated to leave a review? For many, it's often after a negative experience that compels them to share their dissatisfaction. Unfortunately, this tendency means that without proactive outreach, your online reputation might be disproportionately shaped by negative experiences, while positive ones remain largely unrecorded. Research indicates that customers with negative experiences are twice to three times more likely to write an angry review compared to those with positive experiences.
This inclination towards sharing negative experiences more readily can be partly explained by a psychological principle known as loss aversion. In essence, the pain of a loss is often felt more acutely than the pleasure of an equivalent gain. While the nuances of loss aversion are complex, it helps to understand why a negative experience (the "loss" of a positive expectation) might trigger a stronger emotional response and a greater impetus to share that dissatisfaction than the satisfaction of a positive experience (the "gain").
Neuroscientific research suggests that a region of the brain called the insula plays a role in our emotional responses. This may contribute to the heightened motivation to express negative feelings compared to positive ones, indicating that a gentle prompt can often be beneficial in encouraging satisfied customers to share their experiences.
Interestingly, further insights into the value of asking for reviews can be found within the very research cited by those who advise against it. This research suggests that organically sourced web reviews tend to be more negative, aligning with the principle of loss aversion.
In contrast, reviews solicited via email often show a slightly higher average rating. While this difference might raise questions about potential inflation, the study also reveals a crucial point about organically collected reviews: they can be susceptible to "social signals." This means that a reviewer's opinion might be influenced by existing negative feedback, potentially skewing their own rating.
Conversely, the research indicates that email-prompted reviews are less prone to such bias, as they are typically collected through isolated feedback pages. This suggests that direct email invitations can yield more authentic reflections of an individual customer's experience, uninfluenced by the collective sentiment of previous reviewers.
Therefore, while email solicitations might elicit slightly more positive feedback on average, the isolated context can lead to a purer representation of individual experiences. This arguably strengthens the case for proactively asking for reviews as a means of obtaining unbiased insights.
Ultimately, the aim of this discussion is to dispel the notion that asking for reviews is inherently detrimental. While respecting customer autonomy and avoiding any form of pressure are paramount, the practice of politely inviting feedback offers significant benefits for businesses seeking to understand and improve their customer experience.
If you've ever been asked for a review, it's likely been a non-intrusive request that you could easily address or disregard. We believe that most customers understand the value of sharing their experiences and appreciate the opportunity to provide feedback.
The evidence suggests that proactively asking for reviews can not only increase volume but also potentially yield more unbiased insights into individual customer experiences. It's a fundamental step in fostering open communication, building trust, and continuously improving your products and services.
Explore the range of solutions REVIEWS.io offers to help you effectively and ethically collect customer feedback. We also invite you to explore our other insightful blog posts for more strategies to enhance your customer engagement.
