Why Businesses Keep Asking for Your Opinion
Imagine stopping by your local doughnut shop, grabbing a quick bite, and then being asked to share your thoughts on the whole experience. That's what happened to Audrey Morris. She found the idea of leaving a review quite tiring.
It's not just food establishments that are after your opinion. Feedback is sought after everywhere - from your dentist to the car mechanic, from online retailers to concert venues. There's a constant demand for reviews, and this could lead to a backlash against asking for feedback, as customers and businesses alike begin to find it burdensome.
How Did We Get to a Feedback Obsession?
Well, a certain online giant, where good reviews are key to seller success, had a significant role in making customer reviews a common thing. Prasad Vana, a marketing professor, points out that this company was a pioneer in featuring customer reviews and sticking to it. This was back when the company started as an online bookstore. Despite the risk of low ratings possibly reducing sales, the company implemented a five-star rating system and did not curate reviews.
As the company's market grew, sellers had to gather reviews to remain competitive. The company declined to comment on how its algorithm works. But, according to Vana, the company uses a formula that includes the number of reviews and the average rating to determine search results. This suggests that more reviews and higher ratings help sellers' products appear higher in search results.
Now, there are various platforms where potential customers check out reviews for products and services. Businesses aiming to get frequent and positive ratings have established their presence on these platforms. Andrea Flynn, a marketing professor, says that we were only seeking reviews for products a decade ago. Today, we're looking for ratings on services, from healthcare to finance.
The Influence of Reviews
According to Vana, the rise of online shopping over the past two decades has reshaped our expectations for how we purchase almost everything. We rely on reviews when making decisions.
Flynn points out that there's a psychological effect driving the need for feedback. Reviews offer a way for people to "social proof" their decisions - the notion that people tend to mimic the behaviors of others. Despite awareness of the prevalence of fake online reviews, buyers still heavily rely on ratings. A survey by a marketing company reveals that 97% of consumers read reviews when considering purchases.
Sellers need to actively seek reviews to increase their number. Websites like the aforementioned online giant have made this easier than ever. An automated email asking for a rating can be scheduled with just a few clicks. Now, almost all businesses can quickly ask for feedback, using QR codes, email, online surveys, and countless text messages.
Charles Kachadoorian, co-founder of a local business, said that reviews are "a game you have to play" as a business owner. Especially for small local businesses, owners likely read every single review. While online reviews help spread the word about their business, Kachadoorian admits that it doesn't quite replace the valuable in-person feedback.
Is Feedback Fatigue Setting In?
There are signs that people are getting fed up. A small survey showed that customers are less excited about business surveys. They're more likely to leave a review when they've had an extremely good or bad experience.
This is a limitation in the value of customer feedback, according to both Vana and Flynn. People who had an "acceptable" experience are less common in responses, so online reviews don't always provide a complete picture.
How Can Businesses Manage Review Burnout?
Flynn suggests that businesses should be proactive to avoid causing feedback fatigue. Instead of asking for a review after every purchase, try asking after every third one or only for high-value items.
Vana adds that timing is crucial for brick-and-mortar businesses. If a customer was particularly satisfied, that's a good time to request a review. He believes that people are naturally helpful and would find it hard to deny a review request made at the right moment.
Wendy Smith, a research science manager, says most people don't mind taking surveys if they feel it's relevant to them and that their feedback is actually being used. Her advice for businesses? "Only ask the questions that you are going to act on. Be very clear. Be very respectful of your respondents. They're giving you something valuable to drive your business."