There’s a statistics overdose. And you’ve probably seen it.
Working in the ecommerce sector, I’m constantly amazed at the number of figures paraded around to show how consumers trust feedback. A quick spin around Google and you’ll see
‘ 70% percent of US online adults trust brand or product recommendations from friends and family
46% trust consumer-written online reviews’
‘60% of survey respondents say they pay more attention to customer comments than to numerical or star ratings
or how about ‘7 out of 10 feel that customer review sites are unfair.’
And so it goes on. Different stats, different figures. It’s enough to make you go stir crazy.
However the conflicting responses are not really surprising.
In the review sector there are so many differentials. There are many ways of showing feedbacks after all.
You have ‘open platforms’ where anyone can leave a comment, with little or no authenticity of a transaction even taking place.
You’ll have testimonial pages on websites – typically showing only genuine and (probably filtered) glowing recommendations.
Then you have feedback companies that only show genuine customers comments.
I’m not saying one of the well known Travel review platforms is not good – I use it all the time – however I take some of what I read with a pinch of salt.
If I was a brand I’d want my genuine customers only to be able to rate and review my service, after all if it is going to be seen by potentially thousands of people I want to know it’s real.
And then there’s the benefits of genuine feedback. Don’t start me on that, its late.