Crispin Moger, CEO at Marmalade, comments on the news today that businesses have been abusing review sites with fake customer comments.
“As a provider of cars and insurance for young drivers, reviews are incredibly important to our customers so it’s really disappointing to read about businesses exploiting review sites with fake customer testimonials.
“Review sites play a valuable role in helping customers to make decisions and it is disgusting that people use the system in this way. It is also very short-sighted, customers (unlike some businesses) are not stupid and will soon find out if the service or products are not as promised. They will then talk about their experiences, maybe on review sites but also across social media platforms.
“Rather than paying people to write fake reviews, or posing as customers, businesses should invest their time and money in improving products and services so that people want to create genuine positive feedback, a win-win!
“We use reviews to help us enhance our products and they play a critical role in developing and improving our service. We have an excellent score on TrustPilot, typically 9.4 or above, and across other review sites of which we’re hugely proud. These comments and scores are all from genuine customers and we wouldn’t want it any other way.”