‍

If you ever search through e-commerce sites like Amazon, you might find it surprising that there can be more than 1,000 reviews on an extension cord, for instance, and only a handful of reviews for a TV that some consider “the best” to buy this year. This then raises important questions like what drives consumers to write reviews.

‍

Clay Shirky, an author and specialist in Internet technologies, once pointed out:

"Writing a review is more like writing fan mail (or even hate mail) for a product, and people who post are not expecting anyone to read it. "

‍

‍

This is why there can be so many reviews for a simple product like an extension cord. Consumers do not care about simplicity- they just want to express how they feel. They do it without thinking that someone will take the time to read it.

‍

Diving deeper into what motivates a consumer, Kelly Fay's marketing institution conducted a study among 1,300 reviewers that showed more than 70% of customers want to help companies improve their products. In addition, 79% expressed the desire to write product reviews in order to reward a company. So, it is not only about taking the time to write fan mail. The consumer is also thinking about the company and how the review can have a positive impact on the brand.

NOTE: Businesses that plant fake reviews to bolster their ratings should take heed, as discerning customers are suspicious of reviews that are uncharacteristically “gushy” or complimentary.

So why do people write reviews? Let’s look at the six of the most common reasons that compel consumers to leave their feedback for businesses:

‍

1. Exceptional (or unsatisfactory) customer experience

‍

Like fan letters, consumers simply want to express how they feel with no real consideration as to who will read their review or when, especially if they feel very happy about the brand or the service/product experience. A superior customer experience that has truly gone above and beyond naturally makes one want to talk about it with the world.

‍

‍

Inversely, if customers have a negative experience, they will want to warn other existing or new buyers. Businesses must pay close attention to the specifics of negative reviews as they provide crucial feedback for brand improvement (psst - we blogged on how to effectively respond to bad feedback). Today’s analytics technology like Wonderflow even helps managers pinpoint exactly what specs, features, service points, etc., sure, need improvements.

‍

2. (Good or poor) product experience or quality

‍

Customers are passionate about the value proposition. We’ve all heard the phrase, “You get what you pay for.” If customers find a sunscreen, for example, meets their expectations or exceeds them, then for sure the likelihood of leaving reviews increases. If product quality is so poor that it taints consumers' expectations, then brands can expect a low star rating with possibly a short or long 'rant' on why it's so bad.

3. Unresolved customer issues or complaints

‍

When a product or service experience already starts off poorly and escalates, particularly when left unresolved by the business or customer service agent, then one would likely feel more compelled to leave a (bad) review. Although obvious, we still have to remind you: that positive experiences are memorable, but bad experiences can be just as memorable (and frustrating enough) for customers to tell the world about your brand.

‍

‍

So remember to conclude your service (or support calls, emails, etc.) with a positive note that ultimately may (at best) leave a customer complaining a bit in their reviews. But, hey, if they’re truly honest, a customer can likely also include that, in the end, you did try to resolve (and such attempts can often be very appreciated by reasonable people).

‍

4. The desire to inform or educate others

The comment section of a product or service review is one of the best places to gain knowledge for both customers and companies alike. Customers might write reviews that provide insights, tips, and recommendations to other fellow customers. People want to feel smart or like to feel smart; some will want to be of value or service to others by educating others on what they’ve learned via reviews.

‍

5. Because your business says so (or simply asked)

Companies nowadays send to their fellow legion of fans or customers new products to test and review, particularly if a consumer has a large social media base or is considered an "influencer." This tactic not only builds a strong customer-brand relationship but improves brand authenticity and credibility, given that the test receivers are asked to write an honest review on the new product, such as a new makeup foundation.

Alternatively, there's the very simple reason of a business asking a customer to leave a review on their behalf, even when one feels he or she has nothing to report on. This simple gesture can surprisingly work most of the time, albeit some customers need multiple reminders to finally do so.

‍

6. Brand advocacy and social responsibility  

Some customers can be passionately driven by corporate social responsibility and ethical practices. They are also always looking to learn more about the brands they support, which is why discerning customers read and contribute reviews. Some want to be part of an overall community, especially when that online hub encourages feedback from others. Therefore, some customers leave reviews to satisfy their inner desire to be part of something greater than themselves.

Conclusion

It’s clear that there are multiple reasons customers leave reviews, but the most important part to realize is that they provide the greatest opportunity for customers to voice their opinions. Social media encourages users to open up and express anything they wish.

It empowers consumers to play an important role in the success or improvement of a product. It also opens doors to the different roles people can have online, from being able to reveal their love or hate for a brand to assisting in enhancing their products.