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

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.