We have come a long way since 1995 when Amazon began lettingcustomers post reviews of products. Considered to be a risky retailgamble at the time- putting product commentary in the handsof customers – it inspired a revolution in customer feedback andengagement that launched more widely in 1999 with Epinions,RateltAll, and Deja.
Today, online reviews -through both traditional and non-traditionalchannels -are alive and well. Ranging from posts on OpenTableand Zocdoc to gaming platforms, and more, customers share theirexperiences with brands, and with each other, on a regular basis. Usedfor everything from evaluating product quality to selecting services,reviews have critical brand impact.
Overwhelmingly, customers see their reviews not just as amoment-in-time reaction to an experience, but as a dialogue -one they expect to be two-way. Customers post reviews as a wayto engage with brands and help others make good decisions. Formarketers focused on building brand loyalty and advocacy, this is notonly good news, but an opportunity for differentiation.
Chatmeter recently initiated a survey to better understand howconsumers use and perceive online reviews, what brands can doto fully leverage their reviews, and what the future holds when itcomes to customer feedback.
We surveyed 1,369 consumers- all of whom have used a review to helpin the decision-making process, and 94.5% of whom have posted areview in the last 12 months. It’s clear that instead of shying away fromthe volumes of data that online reviews provide, marketers shouldembrace reviews and leverage technology that allows brands to buildthe competitiveness they seek.
At a time when enterprise CMOs and marketing leaders are takinga hard look at what will drive their marketing ROl, evaluatingtechnologies to embrace, and developing strategies for growth ina tightening economy, the online review stands alone in its abilityto impact the bottom line.
The survey also looked at specific consumer behaviors andperceptions across four vertical industries: retail, restaurant,
healthcare, and financial services. The results indicate consumershave significantly different expectations and requirements acrossindustries, and trust of online reviews varies greatly. It’s critical thatmarketers don’t assume that consumer behavior is a constant.Instead, marketers need to identify those actions that drive onlinereview trust, usage, and engagement in a way that builds brandgrowth specific to their brand and industry.
This report highlights survey findings that repeatedly showcase thepotential online reviews hold.
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