Reliance on Web Reviews Soars
Listed under: News
Published: Monday, November 16, 2009
Companies could be losing lucrative business by failing to include consumer reviews on their websites, according to a recent study by brand communications agency, Brand Reputation.
The report reveals that up to 84% of consumers are more likely to check for online reviews now than they were 12 months ago, with 18% using them before purchasing anything DIY-related, and 33% relying on them when choosing where to buy their home furnishings.
Commenting on the findings, Graeme Crossley, CEO of the company, says, “Traditional consumer insight methodologies are no longer sufficient in understanding buyer behaviour and brand owners need to have a significantly deeper level of understanding of what motivates and influences people's attitudes.
“A customer that has a good experience will typically tell three to five people, but someone who has a poor one will tell more than 20. When this trend occurs via the web, these numbers can rapidly multiply and could spell disaster for brands that don’t have strategies in place to combat online negative chatter,” he warns.
“Businesses need to interact with their customers wherever they choose to have conversations about them,” he continues, suggesting social media sites such as Facebook and Twitter are key. “Customers expect and want to engage in two-way dialogue with the brands they use. The Internet should not just be viewed as a sales channel or an additional way to advertise your brand, but as a method of communication.”
The report reveals that up to 84% of consumers are more likely to check for online reviews now than they were 12 months ago, with 18% using them before purchasing anything DIY-related, and 33% relying on them when choosing where to buy their home furnishings.
Commenting on the findings, Graeme Crossley, CEO of the company, says, “Traditional consumer insight methodologies are no longer sufficient in understanding buyer behaviour and brand owners need to have a significantly deeper level of understanding of what motivates and influences people's attitudes.
“A customer that has a good experience will typically tell three to five people, but someone who has a poor one will tell more than 20. When this trend occurs via the web, these numbers can rapidly multiply and could spell disaster for brands that don’t have strategies in place to combat online negative chatter,” he warns.
“Businesses need to interact with their customers wherever they choose to have conversations about them,” he continues, suggesting social media sites such as Facebook and Twitter are key. “Customers expect and want to engage in two-way dialogue with the brands they use. The Internet should not just be viewed as a sales channel or an additional way to advertise your brand, but as a method of communication.”
