Customer reviews are now one of the public’s most popular tools for helping them make purchase decisions. Research by independent review specialists Feefo suggests that 96% of British consumers use customer reviews to learn more about a company they intend to buy from.
The culture of online commerce and social media now means that reviews are shared for almost every business across all industries. But some sectors are more prone to receiving negative reviews than others. But which are they, why are they at more risk and what can be done to protect against them? Let’s have a look.
Restaurants and bars
Bars, restaurants and cafes are at high risk of negative reviews due to a few factors. Firstly, taste is subjective. If a consumer eats or drinks something new at a hospitality facility, there is always the chance that they won’t like it – even if everyone else does.
Furthermore, service levels vary hugely between venues as do consumers’ expectations of these services. No matter how a business pitches its own service style – from casual right through to silver service – there will always be customers who may think it’s inappropriate. Finally, venues that serve alcohol often find they’re left negative reviews because intoxicated customers can hold a very different view of their experience than those serving them.
Hotels
The travel review site TripAdvisor which is now more than 20 years old, has fostered a culture of the public publicly posting their experiences online – even if they can’t prove that they attended or stayed at a hotel. Travel is often a costly experience for consumers and so they are more likely to pay attention to negative reviews involving travel than they might for cheaper purchases.
This can leave hotels in a difficult position with a public perception that may or may not be deserved. There are even cases of hotels taking legal action against those leaving poor reviews due to their negative impact on the business.
Medical facilities
Some medical facilities operate privately and charge fees, so it is no surprise that those considering treatment with them tend to do research and search for genuine customer reviews. A customer’s health is extremely important. As everyone’s physiology is unique, there’s no guarantee that procedures that yield good results for one patient will produce identical results for another. This means that medical facilities are particularly at risk of negative reviews.
Health and beauty products
Again, anything involving the human body will deliver variable results. Health and beauty products, topical or otherwise, will work differently for everyone. The beauty sector, in particular, invests heavily in marketing and can use techniques that give a false sense of achievable results. This can swiftly lead to unrealistic customer expectations.
What can be done to protect against bad customer reviews?
Every business in every industry will likely receive a poor customer review at some point, and that’s completely normal. However, there are steps that organisations can take to protect themselves against them.
Investing in a closed review platform that only allows verified customers to report their experiences eliminates the risk of falsified reviews. Training all staff to deliver a consistent service provides a realistic expectation of brand involvement. Ensuring that reviews are taken seriously and that they drive tangible action helps boost business growth and development. There are plenty of opportunities presented from customer reviews, both positive and negative. Organisations just need to process.