Comments on: Aspiration: Trusted (Negative) Customer Reviews on your Corporate Homepage

By: Jamesbond

Jamesbond — Tue, 27 Dec 2011 07:47:00 +0000

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By: Marloes van den Berg

Marloes van den Berg — Tue, 22 Nov 2011 13:57:00 +0000

And yet, brands are so afraid of showing negative reviews. I work for one of the strongest brands in the world and we started to collect user reviews 1 month ago. We already have more than 40,000 reviews in 6 countries. I spend every minute on convincing the internal organization that we should not delete negative reviews…. A great challange I can tell you! So thanks @jowyang:disqus for your support!

By: Jeremiah Owyang

Jeremiah Owyang — Thu, 17 Nov 2011 11:51:00 +0000

Thanks James, similar to many manufactures who have power reviews or Bazaarvoice on their site.

By: Jeremiah Owyang

Jeremiah Owyang — Thu, 17 Nov 2011 11:51:00 +0000

Thanks James, similar to many manufactures who have power reviews or Bazaarvoice on their site.

By: Jeremiah Owyang

Jeremiah Owyang — Thu, 17 Nov 2011 11:50:00 +0000

Agreed. It’s an opportunity to prove in public how committed a company is to customers.

By: Jeremiah Owyang

Jeremiah Owyang — Thu, 17 Nov 2011 11:50:00 +0000

Agreed. It’s an opportunity to prove in public how committed a company is to customers.

By: MicroSourcing

MicroSourcing — Thu, 17 Nov 2011 06:47:00 +0000

The difficulty isn’t so much the presence of negative user reviews, but the brand’s method of dealing with them. As long as the brand responds through the right channel in a timely, diplomatic and responsible manner, it can an opportunity for good publicity and genuine customer engagement.

By: Ian Greenleigh

Ian Greenleigh — Thu, 17 Nov 2011 00:39:00 +0000

Disclaimer: I work for Bazaarvoice, and we are a SaaS review provider. Negative reviews are a sign of many things. Among them:

-The brand has nothing to hide from consumers
-The brand welcomes open and honest feedback from product/service users
-The brand understands and respects consumers enough to know that, should they not provide an area for open customer conversations, they will go elsewhere to escape the veneer of marketing copy (which consumers trust far less than peer and expert opinions).

But, here’s something that goes even further to gain consumer trust when it comes to UGC: acting on it. That’s right–don’t just apologize, improve your products based on the feedback you’re getting. Change your description copy to more accurately reflect product features and qualities. Negative reviews are an opportunity to become more customer centric by taking them to heart and acting on them. Therein lies the core value of what some still wish to cover up. If only they understood they were sitting on a goldmine!

By: st lucia villas

st lucia villas — Wed, 16 Nov 2011 21:42:00 +0000

Makes sense why reviews are away from home page. But most businesses can edit reviews before it’s posted on their site. Review placement can affect consumer decision making. However the savvy customer will search other avenues for reviews. No business can escape the claws of online reviews. The trick is to respond to every bad review.

By: James Burke

James Burke — Wed, 16 Nov 2011 18:19:00 +0000

I quite like this example from Brooks, England, a company founded in 1866.

On each of their products pages, beneath the product, are columns for “unsolicited testimonials” and “unfiltered criticisms”.

http://www.brooksengland.com/catalogue-and-shop/saddles/touring+%26+trekking/B17+S+Standard/

They are not using any real-time social media here but I think that it is still a nice “open” example.