To an outsider of the customer feedback industry, it might not be so obvious why reviews are necessary. They might even think to themselves: “Who even reads those things?” Well, if you have also had similar thoughts, continue reading to find out who actually uses customer reviews!
1.Customers who read online reviews
Here are some interesting statistics about customers who read online reviews:
- The Local Consumer Review Survey (USA, Canada and UK) found out that 91% of all interviewees read reviews of local businesses.
- According to the same survey, 84% of customers trust online reviews more than personal recommendations from their friends and family.
- According to the Sensis Social Media Report (2018), on average customers read up to 8 reviews before making a purchase decision.
- The same report found out that customers in the age bracket 30-39 are the most likely to read reviews before buying from a specific company.
- Yelp, the famous review website for restaurants, doctors, bars and other local businesses, reported around 180 million unique visitors per month.
- TripAdvisor, the famous review website for hotels and restaurants, reported around 450 million unique visitors per month.
So, what is the conclusion from all these facts? It is that the modern consumer relies heavily on feedback from other customers! Therefore, companies need to adapt and not only give the possibility for customers to leave reviews on their website, but actively encourage it. By engaging with your customers, you show that you care about and value their opinions! Thus, you not only get more customers, but you also increase your customer retention rates.
2. Customers who write reviews
The other side of the coin is the customers who write reviews. Here are some facts about them:
- According to the Sensis Social Media Report (2018), almost 45% of customers have posted a review or a blog post in the last 12 months.
- The same report found out that the most likely to post age groups are 18-29 and 40-49.
- The most commonly mentioned topics for reviews were holidays, travelling and hotels.
Even though the number of people writing reviews is less than that of people reading them, it is important to note that you should focus on this group. Encourage your customers to leave you reviews and make it as easy as possible to do so. Send regular surveys after major events such as purchasing, contacting support, returns and refunds, etc. Make sure your customers are satisfied with your services before it is too late and they switch to your competitors.
Turn your reviewers into brand ambassadors and they will become your most loyal customers!
Are you interested to find out more about customer feedback? Check out our article about The Best Customer Feedback Practices in 2019!