Consumer reviews Look beyond star ratings


So what challenges does he see


for the sector? West says: “From our customers’ perspective, the challenge is an ever-changing market. They put it to us, saying: ‘Help us understand our customers. What are they looking for?’ “From our perspective, one of the challenges is to get communication across a [client’s] team. Communication across multiple disciplines in an organisation and formatting different steps across a customer journey can be challenging. Clients sometimes have to overcome legacy systems


FIGURE 66: ATTITUDE TO FAKE REVIEWS


% all respondents


No worry/ no opinion


worrying 16%


Slightly 11%


worrying 42%


worrying 31%


Quite 46% Base: 2,000 Source: Feefo, 2018 % all who leave reviews %


10 20 30 40 50


0 45% 45% 29% 22% 18% 17%


FIGURE 67: REVIEW INCENTIVES By age


%


10 20 30 40 50 60 70 80


0 18-24 25-34 35-44 45-54 55-64 61% 51% 53% 53% 43% 45% 42% 40% 37% 34%


Don’t know 44%


No 25% Source: Feefo, 2018 No Very


agree/disagree 35%


Neither


agree 41%


Yes,


Don’t know 37%


or long-established methods that hinder smooth communication between different teams such as e-commerce, call centres and management. “Some clients remain interested only in


CONSUMERS show a significant level of concern about fake


reviews and policing of reviews (Figure 66). Discounts and


rewards are most likely to prompt reviews, especially among younger adults. A minority


believe companies respond to customer feedback (Figure 67)


review ‘gold stars’. But talk to someone in a customer-service team and they desperately want to know about a customer’s experience. “We need to make people aware


this information is available. They have communication with the customer. They have the data. We can help them use that to gain insights.”


ARE REVIEWS POLICED AS WELL AS COULD BE?


% of all who check reviews 17% Yes


IS A LACK OF NEGATIVE REVIEWS SUSPICIOUS?


% all who check reviews No 10%


strongly agree 14%


Yes,


Do retailers consider feedback?


Yes 31%


40 | Travel Weekly Europe Report 2019


Loyalty points Discount


Competition entry


Charity donation Insurance/money back guarantee


Improved status


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52