One of the things we are most proud about at Feefo is that we know our reviews are genuine. We only work with the sales data our customers provide us, so only those customers are asked to review their product and purchase experience.
But a new article on Daily Finance, claims that up to one in THREE reviews in the wider world are faked. The unscrupulous can get individuals or even organisations to write faked reviews to help them gain sales, but it’s our belief that this can have the opposite effect as well as being against the law.
In the UK, online reviews are overseen by the Advertising Standards Authority and they have the power to fine and perhaps more usefully embarrass those who are trying it.
Our own research, which we are about to announce in our new whitepaper shows that customers are not worried about negative reviews, they tend to believe sites that display them more than those that don’t. So, in the long term rather than having a negative effect, they will actually build more loyal customers who believe what you say about your products and understand that you are listening and keen to improve your service.
In one famous case recently, RJ Ellory, the Crime Writer posted fake positive reviews on his own Amazon feedback and then went on to make it even worse, by posting fake negative reviews on the books of his fellow authors. When he was outed, few could believe he needed to do it, but it does show the power of reviews that even well respected authors feel the need to get them at any cost. Sadly for him, I think it will have done him far more harm than good – at the very least with his fellow authors.