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.
"I had a wonderful experience with your company. There was great follow up and detailed information to help me make the best decision for my needs. Honestly, the best customer service I've experienced in a very long time. I would rate 5 out of 5 for sure."
"I have always found everyone at Wilburn Medical to be extremely helpful, especially Bonnie. And , consistently, Wilburn comes in as less expensive that other supply companies, which is always a pleasant surprise."
"Definitely a 5 on service.
The item I order was not stocked by Wilburn Medical and there was a price change since my last order. They contacted me and subsequently were able to process my order in a expedient and efficient manner. Great service."
"I have been your client for a long time and always received excellent service. This time I can't place the order by internet and your service was great to comply with my order and to ship it by USPS, that was giving some problems with my address.
Thanks again for your excellent and prompt service."
"My experience was above and beyond what I expected to get, but their response was the only way to get the equipment to me in time for my cruise vacation out of Miami, this company demonstrated a rare level of quality care and commitment towards their customers.
"From first contact to receipt of my supplies, Wilburn Medical was amazing. Gwen worked with me on the tax exemption status, and our order was received in an extremely timely manner. We are very pleased with the service from Wilburn Medical and will be ordering from them in the future"
"How do I like Wilburn Medical??????
Without Rick's help I would not have been able to use my INR tester, the factory was not willing to do what I needed or help me in any way. Rick called them and was able to get them to do what was necessary to get my unit to work!!!!! I would not have anything without Rick's help.... so my rating for Wilburn would have to be closer to 100.... not just a 5.
The customer service that Rick showed me, is what every company needs.
Jim Davis "