Genuine Reviews are the New Word-Of-Mouth for Digital Natives
You may ask yourself what are we talking about.
We’re talking genuine, gritty, honest, not-always-positive reviews that add an extra layer of transparency to any brand.
How important are customer reviews to consumers? Very important, as it turns out. The fact is, 90% of consumers read online reviews before visiting a business. And 88% of consumers trust online reviews as much as personal recommendations.
According to research from BrightLocal, 92% of consumers read online reviews in 2015. That figure is even higher amongst what could be considered a more ‘digitally native‘ audience, those aged 18-34, where a staggering 97% read online reviews.
And it’s not just confined to review sites. Research shows that social media is being increasingly used to review products and services too, especially amongst younger consumers. Indeed, 87% of those aged 18-34 have already reviewed a local business on Facebook or Twitter.
Don’t be afraid of neutral or negative reviews, we all have our ‘off days’. Savvy customers will understand that there are always going to be exceptional occasions when you can’t deliver an A+ service. By how a business responds in those situations, customers could even have a better perception of you than if the problem had never occurred in the first place. In fact a businesses reaction often tells the person what to expect in customer service. In fact according to Industrial Organizational psychology research if all reviews seem to good to be true and none are neutral it can actually cause a person to disregard all reviews and go with another company.
By taking just one minute of time and leaving an honest review helps others realize just how awesome a business is. It also helps a business know where they can improve. In fact if you look at it from another angle, you are actually saving others lots of time ( People Just like you ) This helps your fellow consumers accurately find great products as well as services, leaving you more time for more important things like family. So in some ways you’re actually doing a great service.
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