Paul Turner, Executive Chairman of APD Global Research, joins the BVRLA blogging community this week to explore the prominence and threats to the credibility of online customer reviews.
In his BVRLA blog, ‘Online Review Sites – the Uncomfortable Truth’ Paul observes: “When promoting the excellence of business products and services, the prominence of online reviews now seems to have overtaken the spoken word.
“But how accurate and truthful are the comments we read, and why is there a danger that they could instead be eroding the very trust and credibility that they aim to promote?
“To understand why there are concerns, we need to go back to the blurring of the lines between conventional monitoring of customers’ experiences to improve business efficiency and the use of the results from these to promote a positive external image of a business brand and its products and services.”
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