It’s impossible to ignore the growing popularity of website like TripAdvisor and TopTable. As well as providing a forum for customer feedback, these sites are now incredibly influential in customers’ purchasing decisions.
Given that we specialise in customer feedback solutions it’s no surprise we’re interested in what this means for businesses.
So, our curiosity got the better of us and we launched a UK poll to find out what motivates people to use review sites and whether they can be deterred from posting negative experiences. We wanted to know what’s really going on in the minds of our feedback nation.
Our poll of over 2,000 Brits returned some insightful results. Nearly half (43 per cent) of the people we polled had taken the time to review holidays and hotels, while 25 per cent log on to rate restaurants. It seems we are more willing than ever to share our hospitality experiences with others.
Perhaps most interestingly, we discovered that over half of Brits would be more likely to return to a hotel, restaurant or shop where they had experienced bad service, if they’d been given the chance to share or redress their concerns at the point of payment.
With a growing number of us turning to the web to share stories of stroppy waitresses or slow room service, it was interesting to discover that people can be deterred from leaving negative comments if they are given the opportunity to raise their concerns at the time.
It really goes to show that giving customers the chance to feed back could decrease negative online reviews, but could it also save businesses millions in lost custom?
Showing customers that you value their views will not only ensure they keep coming back but will also allow you to address any criticisms before they have a chance to get online. If you’re seeing negative feedback online, it’s too late.
The poll found:
- Britain’s male population were 10 per cent more likely to speak out about a bad experience with 60 per cent of men saying they would tell the truth
- Young Brits (16-24 year-olds) proved the most timid in sharing honest feedback with 58 per cent admitting they’d lie about their experience
- The over 55s were more like likely to give restaurant staff a grilling with just a third (37 per cent) likely to lie about the quality of their supper
- Across the regions diners in Norwich (37 per cent) and Liverpool (39 per cent) proved most likely to give honest feedback, while Cardiff (53 per cent) and Belfast (58 per cent) proved less likely to tell the truth