Are Your Clients Deleting Negative Reviews?

by | 3 minute read

Do your clients still have their heads stuck in the sand when it comes to their online pres­ence? Mar­keters have long used word-of-mouth influ­ence to attract new cus­tomers. While word-of-mouth can still serve as a tool to attract inter­est, online chan­nels car­ry more clout. Before con­sumers will buy from your clients, they’re con­duct­ing online research and check­ing out rep­u­ta­tions. And, they're not impressed when busi­ness­es delete neg­a­tive reviews.

How to Increase Trust

Con­sumers look for spe­cif­ic details about ven­dors before they click the pur­chase but­ton, accord­ing the results of TrustPilot’s Val­ue of a Trust­wor­thy Brand Rep­u­ta­tion study. Specif­i­cal­ly, con­sumers want to see that a com­pa­ny has:

  • A good online rep­u­ta­tion 95.6%
  • Pos­i­tive cus­tomer reviews 93.7%
  • Quick cus­tomer ser­vice 92.9%

Con­sumers also have opin­ions on the num­ber of cus­tomer reviews they want to see. The sweet spot, for U.S. shop­pers, seems to be a rat­ing of 3.4 out of 5.0 and 11 reviews. At least 72% of U.S. con­sumers will trust a com­pa­ny with these sta­tis­tics. When they see over 100 reviews, the trust rate drops to around 60%. That decrease may hap­pen because con­sumers feel the com­pa­ny has paid for reviews. On the oth­er hand, few con­sumers trust a com­pa­ny with no reviews. That’s why it’s so impor­tant for you to encour­age prospects to seek reviews from their clients.

The Challenge of Negative Reviews

Your clients must be frus­trat­ed about the review process. They might point out that dis­rep­utable cus­tomers have post­ed neg­a­tive reviews about them. Plen­ty of dirty busi­ness tac­tics are at play in the online review world. That harsh real­i­ty doesn’t mean your clients should delete neg­a­tive reviews. Instead, they should respond pub­licly with com­ments that show their will­ing­ness to take action to help cus­tomers. Delet­ing reviews neg­a­tive­ly impacts trust for over 95% of con­sumers. That behav­ior can cre­ate a neg­a­tive rep­u­ta­tion. And, over 60% of U.S. con­sumers will tell their friends to stop doing busi­ness with that kind of provider.

Social Responsibility

Should your clients take a stand on impor­tant social issues? In some cas­es, the answer is a resound­ing yes. Over 80% of U.S. con­sumers want to know where your clients are get­ting the prod­ucts they sell and whether you’re treat­ing your employ­ees well. And about 60% of con­sumers increase their trust in com­pa­nies that take the ini­tia­tive on social respon­si­bil­i­ty. This fac­tor may grow increas­ing­ly impor­tant in the next few years. Younger con­sumers are par­tic­u­lar­ly like­ly to make pur­chase deci­sions based on brand posi­tion on social issues.

To learn about your clients' rep­u­ta­tions, check out the Dig­i­tal Audit avail­able at AdMall from Sales­fu­el. The report will tell you how many reviews your clients have on major social sites and the per­cent­ages of their key audi­ences who use these sites.

Kathy Crosett
Kathy is the Vice Pres­i­dent of Research for Sales­Fu­el. She holds a Mas­ters in Busi­ness Admin­is­tra­tion from the Uni­ver­si­ty of Ver­mont and over­sees a staff of researchers, writ­ers and con­tent providers for Sales­Fu­el. Pre­vi­ous­ly, she was co-own­er of sev­er­al small busi­ness­es in the health care ser­vices sec­tor.