Along with my morning dose of coffee I enjoyed reading this very well-written article (by Sam Decker) that emphasizes on the important factors pertaining to negative reviews. In my very limited exposure in the business of communication, I’ve seen or read about brands being so fearful of the negative reviews generated by the consumers. There are may brands that learn and improvise from these, many brands just censor it (not the best option in my opinion).
Here are the six reasons mentioned in the article:
- Most reviews are positive. In analyzing user reviews from hundreds of companies, author found that most reviews – up to 88 percent in the U.S., for example – are four or five stars out of a possible five stars.
- All feedback – even negative feedback – builds authenticity. (I guess this is pretty self explanatory)
- “Bad” isn’t always bad. While some reviewers may rate a camera low because they believe the battery life should exceed six hours, others may not be so stringent. Qualities that matter to some, may not matter to all – or even most.
- Reviews – even negative reviews – drive sales. Numerous case studies and client anecdotes prove that having any reviews has a positive impact over having no reviews. For example, QuickBooks …
- Reviews let you know exactly how to improve your products. Latest example: Domino’s Pizza Turnaround campaign. (Can’t agree more, reviews act like ongoing research assignment that lets us know consumer feedback and scope of improvement, it may even guide customer service, messaging, etc.)
- You simply cannot hide. Social networks are making it easy for people to share their opinions – and they’re doing it in real time. Ignore customer opinions at your own peril. Recently, when Consumer Reports gave Apple’s iPhone 4 a bad review, Apple deleted all references to the article that consumers posted to its discussion board. This prompted an outrage about censorship, which bloggers and other social network users brought to the forefront. So, what was really more damaging to Apple’s brand: a less-than-stellar review from Consumer Reports, or the censorship story that followed?
I’ll let you read the full article here