The Two Kinds of Reviews That
Determine Who You Buy From Online:
As an online shopper, you probably weren’t aware that there are two different kinds of merchant reviews collected online that are affecting your buying decisions - they are called ‘Passive’ reviews and ‘Active’ reviews. As a online shopper, it’s very important that you know the difference.
are reviews that can be submitted by anyone; many times, without confirmation of a purchase or verified use of a product, service, or even the company. An individual posting a Passive review also doesn’t have to publicly display who they are, so it’s much easier for an angry customer to leave negative reviews about a business with little consequence to their image, but potentially fatal consequences to the business they’re reviewing.
on the other hand, are reviews that a business actively collects from ALL of its customers equally using a trusted 3rd party review service. Not only do Active reviews verify that the reviewer has actually made a purchase from the company, but they invite ALL paying customers to share their feedback and experiences, whether good or bad. In addition, ALL reviews are publicly posted for new potential customers to read.
So why does this matter?
This truly matters to you as a consumer, because you make important buying decisions based on the reviews you read online. The problem is, unless you know the difference, you could be making buying decisions based on really bad information.
Here are two things to remember when looking at merchant reviews online:
Passive Reviews are almost always negatively skewed
As consumers, how often do we go out of our way to leave a positive review after a good experience? Not often. But, how often do we go out of our way to leave a bad review after a bad experience? It’s in our nature to share our bad experiences with anyone that cares to listen, and the Internet seems to care.
Passive reviews are a great way to vent our anger about a company to the world. The problem is that because Passive reviews aren’t collected from everyone equally, then the reviews being displayed don’t provide an accurate view of the company.
Active Reviews provide the most accurate picture of a company’s real reputation
It’s just not possible for a company to be perfect, but can a company that does hundreds or even thousands of orders a day with only 5 Passive reviews and a 1.4 star-rating accurately be perceived as an awful company?
This is typically the case when Passive reviews are collected. However, when Active reviews are collected, the average star-rating tends to be much higher and a lot more accurate, because all customers are equally invited to share their experience.
Shopper Approved is one of the few rating companies in the world that only collects Active reviews. From a moral standpoint, it’s the only option, because when it comes down to it, Passive reviews just don’t give the full picture of a company’s true reputation and the experience they provide to the majority of their customers.
What can you do to make better buying decisions?
If you’re a consumer,
When looking at reviews online, keep these tips in mind:
- Look for companies with a large number of ratings and reviews, from a trusted 3rd party review source like Shopper Approved. These are most likely Active reviews and provide the most accurate picture of the company.
- If the company has a small number of ratings that are mostly negative, then they are likely Passive reviews and provide the least accurate picture of the company.
If you’re an online business owner,
Make sure that your company is collecting Active reviews in order to give potential customers the most accurate, honest representation of your company. If you don’t give your customers a way to give you feedback on their purchase, then they will go look for Passive review sites to share their concerns and frustrations when they have a bad experience. It’s much better to provide them with the proper tools and options that they need to properly resolve their issues when one happens to arise.
Empire Today® has provided quality, name-brand products at great prices for more than 55 years. The company was founded by Seymour Cohen in 1959 as a small, family-owned business in Chicago. It has grown into a nationwide leader in flooring and window treatments.
Empire's mission is to make beautiful new floors easy. With over one million satisfied customers, Empire is dedicated to convenience, quality and customer service.
5 days ago
5 days ago
Overall Satisfaction Rating
"Had a heartwarming experience with Empire Today in the process of installing our new vinyl plank flooring. Lots of pros can install flooring well, but I judge mostly on customer service. We'd neglected to read the warranty and consequently damaged some of the flooring after it was installed. We are now working with Empire to either have them replace damaged planks FOR FREE or install another type of flooring at a discount. This is what I call humanity and integrity--doing what they clearly have no legal obligation to do, simply to promote customer satisfaction. Thanks, Empire!"
"Very happy with carpet. From appointment with sales to installers A+ all the way. The installers drove 3 hours the morning of the installation and arrived right on time. Even their supervisor drove up to ensure we were happy with the work. Highly recommend Empire!"
"The Empire rep texted me he was on his way and arrived on time. He was well prepared, listened to my needs and made excellent recommendations. The installer arrived on time, worked hard during their stay, cleaned up, and made sure I was comfortable?satisfied with the carpet."
"From the sales professional who showed us wonderfull examples to the installers who worked together and got the job done we were impressed. The quality of product and workmanship far exceeds how I thought it would be . It's the most convenient way of redoing projects for your home. We are adding a three season room and will be using empire again in june for flooring and blinds thanks again melissa b"
"From the low pressure sales, our salesman was informative and helped up find a good solution for our needs. The scheduling of the appointments was easy and communication was good. The installation crew was completely professional and craftsmanship was excellent! Overall - excellent experience. "
"The workman was on time and clean up after he was finished. Move all the furniture back as it was before the work was done. Had a problem about a week and half later and was fixed as well. A short time past before the workman got back to fix it but did a good job when he did."
"Empire was amazing they did what they said they were going to do and done it when they said they would. They were friendly and knew what they were talking About and the installers were very professional and did amazing "