Consumers rely on online reviews to make purchasing decisions. They also expect reviews to be independent and genuine to help them make more informed purchasing decisions.
- Review sites should operate rigid testimonial publishing criteria to ensure that consumer reviews are totally unbiased and provide an accurate picture of the consumer experience.
- All endorsements should reflect the endorser’s actual experience and opinion. Companies should not use testimonials that make claims about a product or service that can’t be backed up with clear evidence.
- Appropriate procedures should be in place to detect and remove fake reviews, and act promptly in response to reports of suspected fake reviews.
- Every testimonial should be checked, prior to publishing, as there is no safer check than a pair of eyes reading content!
- Review sites should not ‘pretend’ to be a consumer and write reviews about customers – or pay others to do so.
- Money or gifts should never be offered to customers to write positive reviews as inducements. This would dilute the accuracy and honesty of any review.
- Every used car sales review should be published, including negative ones, provided they are genuine and lawful. Customers are becoming increasingly wary and suspicious of only positive reviews.
To find out more about how JudgeService believes Honesty is the Best Policy, download the FREE Industry Paper – Trust the Reviews. Alternatively, you can contact us by email or by calling 01423 225166.