Online reviews are more important than ever, with more and more customers and companies paying attention to them. Now, more than ever, a King Kong agency review matters, with even a single negative review (or a lack of thereof) swaying people’s opinion, and the trust of customers being swayed on how companies handle these reviews.
Negative reviews are something that companies dread, but removing them is something that’s seen as an untrustworthy move, and, consequently, a problem. A study from Danish consumer review site, Trustpilot, backed this up, with the research saying that 42% of UK customers are concerned about brands removing or tampering with online reviews, believing it might be an infringement on free speech.
The study, entitled The Critical role of reviews in Internet Trust, shows how increasing reliant on online reviews, like a King Kong agency review, people are, with 90% of the respondents saying that they look at reviews before buying anything online. 71% of these respondents expressed concerns about brands tampering with online reviews, with 45% saying that this might be making them waste money that they can’t actually afford to waste.
47% of the customers that participated in the study stated that they fear that companies are manipulating their reputation by creating false online reviews, with another 40% saying that they’re doing this by removing negative reviews.
Trustpilot Founder and CEO Peter Mühlmann that the research showed that, in the age of fake news and institutional distrust, people are wary of manipulations. When it comes to interacting with companies online, they want to know that their feedback is not only being recognized and noted but that it’s also helping other people see a brand completely – warts and all. Reviews, Mühlmann notes, is key to helping customers get the most out of eCommerce, but there needs to be transparency and understanding about how platforms operate, covering moderation, filtering, publication, and even removals. Only then, he says, will customers feel confident that they’re properly informed about the purchases they’re making.
Mühlmann states that companies need to remember how important customer feedback is to them, as it helps them become better, stay honest, and raise the bar.