I was pleasantly surprised to see that the Federal Trade Commission (FTC) has taken a bold step to combat fake reviews.
The following practices will no longer be allowed:
1) Incentivizing reviews.
2) Posting reviews by insiders.
3) Suppressing unfavorable reviews.
4) Publishing reviews from people who have not used the product.
Reviews have a significant impact on our purchasing decisions because they provide social proof, influence consumer behavior, build trust, and educate potential buyers. However, fake reviews can mislead customers, creating confusion and making it harder to distinguish genuine feedback.
Why should marketers care? They could face penalties if they are deemed to be in a position where they “should have known” about fake reviews. Additionally, they should focus on raising awareness about this issue.
Managing reviews and engaging with customers who leave feedback is becoming an increasingly critical task, and the FTC’s involvement underscores its importance.
#CRM #CustomerExperience #CX #marketingstrategy #customercentricity #retentionstrategy #customerchurn #customeracquisition
Photo by Jason Goodman on Unsplash
