When UK online shoppers come across a product, service, or brand with no negative reviews, more than a third (34%) would delay their purchase while one in five (22%) would feel suspicious about whether they could trust any of the reviews they see, a study shows. 

New research by consumer review platform Feefo sheds light on how shoppers perceive customer feedback and how businesses respond to negative reviews. The 2,000-consumer survey reveals that when brands show that they both value and are prepared to respond to customer feedback, they gain a significant advantage over their competition.

Negative reviews lead to smarter buying decisions

While more and more businesses increase their online interactions and move away from hiding or ignoring negative feedback, the research suggests these reviews present a golden opportunity. In fact, over a quarter (26%) of buyers say they actively seek negative reviews first. A further 69% say they will continue with their purchase if they can see that the review has been acknowledged and responded to effectively by the company.

The research found that customer reviews have a considerable influence on people’s purchasing decisions. A remarkable 97% of consumers said they choose to read reviews before buying because they are more likely to believe what a customer says (in a review) than the actual business.

Shoppers refer to reviews to check that a business is genuine and trustworthy and to determine the worst-case scenario when making a purchase. Today’s consumers understand that not every product or service is right for every customer. Positive and negative reviews help shoppers decide which products and services best fit them and which to avoid.

Turn critics into brand champions

Most brands strive to have every review a positive, five-star review. But the research shows that only having positive reviews makes the business look less credible. The positive impact of a few negative reviews can be considerable.

David Hart, Customer Experience Manager at Kia, says: “All reviews, both good and bad, give us the insights we need to be able to prioritise changes and create a better customer experience. They offer us a true understanding of what our customers want and, which influence all aspects of manufacturing, from comfort, running costs, design and style, in-car technology and safety.”

The power of a swift and effective response is shown by 44% of customers saying that if they are happy with how a business reacts to a negative review, they will buy from them again. Meanwhile, 40% said they would recommend the business on social media, with a quarter happy to champion the brand, product, or service to friends and family. 

However, in contrast, 58% of consumers unhappy with their response to their review would not buy from the company again. A further 26% said they would take to social media to criticise the business publicly, and 15% would even consider sharing their experience with the news media.

Transparency is crucial 

With increasing customers focusing on conscious consumerism, businesses face growing pressure to be as trustworthy and transparent as possible, especially when dealing with issues.

The survey found that 72% of respondents are concerned about fake feedback online, particularly if they cannot find any negative reviews about a specific brand, product or service. Customers appreciate that businesses don’t always get it right, so expect to find negative reviews and feel reassured when they do.

Psychologist Wendy Dignan added, “Fake, overly-positive, or suspiciously gushing reviews are getting a lot of attention in the media, and it’s fascinating that people are now actively seeking out negative reviews for reassurance. People know that firms can’t get it right every time: what they’re looking for is evidence that any issues are dealt with effectively.”

As many as 82% of survey respondents expect a company to explain a problem or issue clearly and honestly. Moreover, 35% say they’d become a brand advocate if they felt a company was open with them about the issue and what caused it.

The importance of saying sorry

While customers value transparency and understand that some issues are beyond the company’s control, 36% are disappointed if they don’t receive an apology.

Answering a complaint with authenticity and honesty is becoming the perfect way to embody the values that conscious consumerism is driving. Quite possibly, we’re embarking on a world where negative feedback becomes the ideal opportunity for businesses to showcase that they are who they say they are,” said Psychology Wendy Dignan.

Interestingly, the report highlights that customers are more interested in seeing a business provide effective solutions to a problem (45%) than offering financial compensation (38%).

Other interesting highlights from the research include:

  • 44% who left negative feedback purchased from the business again after they received an appropriate response
  • 40% posted a positive comment on social media about a brand that had effectively dealt with their issue
  • 35% followed with a positive review after their complaint was dealt with satisfactorily
  • 44% refused to purchase from a company after if it failed to respond to their negative review
  • 37% would urge others not to buy from the company if they didn’t get a satisfactory response
  • 24% would criticise the company on social media, and 15% would take their story to the media

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