In the digital age, it is nearly effortless for people to share their experiences about goods and services online. This edition of our report explores the influence of savvy consumers placing an ever greater credence to the experiences of others.
Over the last year, there has been a notable increase in the percentage of customers who read and write reviews about the services that they use. Two-thirds of customers have reported reading reviews on corporate websites and social media before even considering going forward with a purchase.
Concerning dissatisfaction, there are many elements to consider in how people express their negative sentiments. Some respondents will tell their friends and family if they have a poor experience. They are also far more likely to air their grievances publicly by posting on social media / an online review site.
As past reports have shown, positive experiences play a massive role in customer retention, and respondents have expressed that they are more likely to share their experiences with friends and family, as well as on social media, when have good interactions with brands.
Reviews seem to be the cornerstone of customer loyalty. Responding to negative reviews and acknowledging the positive reviews have resonated with customers being more forgiving and supportive. There is a level of trust that comes from understanding other people's experiences, that brands cannot always achieve on their own.
“This is telling about their levels of trust in corporate messaging. Brands that focus on authenticity, transparency and living up to their promise are more likely to thrive amid the landscape of the tech-empowered consumer.” Amanda Reekie, overtoyou
Encouraging consumers to engage after purchasing products or using services has a positive impact on any brand. Customer loyalty, following positive experiences, continues to rise year-on-year, and consumers are even more actively contributing to the review ecosystem. Creating a somewhat personal experience with consumers creates a connection between the customer and the brand.
These insights are merely the tip of the iceberg when considering customer reviews. Get more insights and findings in The 2023 CX Report by Rogerwilco.
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