We know positive reviews give customers a sense of trust, however….

If you have a large customer pool to draw from then perhaps employing a review service is not for you, but why?

OK three reasons

Only 4% of customers ever write reviews.

  1. Apathy
    96% of people either expect a good job and don’t see the need to thank or acknowledge anything or they see ‘poor service/products’ as what do you expect from faceless websites pushing cheap tat. There is little that can be done about apathetic customers. The silent majority may be swayed with free gives to review or discounts but even this is unlikely to work.
  2. No change in a person’s emotional state
    Product or service was OK, neither shouting for joy nor fuming with rage, just a purchase online. Unless there is an emotional change in a customer, there will be no review. This is why when people get angry they often review, they rant and flame, they need to get this off their chest and be heard.
    However, on a lesser emotional scale, a great service or product also makes an emotional change. Should the product have also have a high degree of  feel good factor then the change of gaining a review increases 10 fold.
  3. Anonymity
    The internet is largely anonymous which means that your customers suffer from a level of detachment. This means that they are buying from your business, but they are not connected. They don’t feel like a customer. So when you ask for feedback or a ‘review’ they don’t care enough to bother. It is not that they are all lazy your business means nothing to them.

However, it is still true that only 4% or your customers will EVER leave a review. This figure can rise when reviews are actively solicited or incentives are used.

Show me the numbers

Example: Two companies, Company A large retail website, Company B small Builder/construction company

  • Company A Larger customer pool
    (50 sales per week)
    2600 customers per annum
    (at 4% review rate)
    104 reviews per annum.

If you are a smaller company with fewer customers or a company with large ticket projects that take time to fulfil, then reviews become harder to come by. Why? Not because your products or services are worse it is just the 4% of customers is just to small a review pool to be functional.

  • Company B Smaller customer pool
    (2 sales per week)
    104 customers per annum
    (at 4% review rate)
    4 reviews per annum.

The ratio of Bad reviews

2% bad reviews

5% of all reviews left in the UK are bad or poor reviews. (Actual between 2.4% and 6.9%). The problems with bad reviews are the same as with bad news, not one wants it but they can’t help reading it. It is argued that for business with negative reviews, at least 20 other positive reviews are required to balance the score or simply to remove the bad review to beneath the fold! Bad reviews put doubts in the minds of potential customers.

Bad reviews rates

  • Company A Larger customer pool
    (50 sales per week)
    2600 customers per annum
    (at 4% review rate)
    104 reviews per annum.
  • 5 bad reviews per annum

 

  • Company B Smaller customer pool
    (2 sales per week)
    104 customers per annum
    (at 4% review rate)
    4 reviews per annum
  • 1 bad review every four years

Result

So if you have a smaller customer pool the buying into a review service is a better idea as it is next to impossible to grow your number of reviews without being more interactive.