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Negative Online Reviews Can Be Positive for Business

I recently stumbled on an interesting article about the effects of online customer reviews.  Internet shoppers rank reviews as the most desired feature of a Web site, according to a recent survey by Forrester Research. 1 It goes without saying that positive reviews on a product/service/company can have a tremendous effect on sales and company branding.  However, the article outlined an interesting phenomenon – the beneficial effects of negative reviews.

By providing a feedback mechanism, sites allowing positive and negative reviews come across as transparent and in touch with their customers.  However, it’s important that site owners resist the temptation to edit or delete reviews they don’t like.  This raises a red flag among consumers; Web sites which are void of negative feedback and have uniformly positive comments,  often strike readers as unrealistic and phony.  Even so, many companies don’t need to worry about negative comments, as, 87% of consumers tend to write reviews when they have positive things to say, according to market research firm Keller Fay Group.2 The negative comments allow a company to become aware of issues/complaints and correct them in a timely and public fashion.

Maybe many companies should consider opening themselves up for reviews and comments.  But remember the first time a product/service receives negative feedback, consider it an opportunity to turn a negative into a big positive.

Check out the rest of the article HERE.

1 Alsever, Jennifer, Sept. 2009, Even Bad Reviews Boost Sales, http://money.cnn.com/2009/09/28/smallbusiness/retail_democracy.fsb/index.htm?postversion=2009092813
2 Alsever, Jennifer, Sept. 2009, Even Bad Reviews Boost Sales, http://money.cnn.com/2009/09/28/smallbusiness/retail_democracy.fsb/index.htm?postversion=2009092813

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by Mckinley Marketing Partners