30 May 2019
Discover the key motivations behind customer feedback, from expressing strong emotions to helping others and feeling a sense of community. Understand these drivers to improve customer engagement and business practices.
Understanding why consumers choose to leave feedback allows companies to leverage these reasons in their outreach or opinion submission questions. This way, they obtain even more credible and honest feedback that will attract new customers.
We've already explored the reasons why customers check reviews before purchasing. They mostly read them to gain insight into the quality of services or the usability of products they intend to spend their money on. Such information eases their purchasing decision. But what are the reasons for a consumer to decide to leave feedback after a purchase?
Understanding a consumer's motivation to take the time to write useful feedback gives businesses an advantage in deciding how to encourage customers to write. According to research conducted by Trustpilot, the most common reason is a genuine desire to help other customers make good purchasing decisions. Some customers simply want to share their experience or reward a company if it exceeds their expectations.
Consumers are more likely to leave feedback when they are emotionally invested in the purchase. This includes situations with a very negative experience, as well as when the experience is much better than they expected. In the former case, they write a review to vent their anger or frustration, especially if they feel they have been wronged. On the other hand, they want to publicly praise the company if its service has exceeded their expectations.
The ability to leave feedback about their experience also gives consumers a chance to publicly express their opinion. The opportunity to be heard. A consumer gains a sense of power when they publicly highlight a company's flaws, thus contributing to the eventual improvement of the market offering.
Knowing that other customers have read their opinion and that it has helped them make a purchasing decision gives the consumer a sense of belonging. Their contribution to a better future connects them with the community. Knowing that they have helped other consumers fills them with good feelings.
Understanding why consumers choose to leave feedback allows companies to leverage these reasons in their outreach or opinion submission questions. Therefore, the main motivations for a consumer to decide to leave feedback are:
If a consumer leaves honest feedback with the intention of helping others, readers will also accept it as credible advice that will aid their decision. Honest feedback is beneficial not only to potential buyers but also to businesses. Word of your good service will spread to new customers, and your company will be rewarded with new and repeat purchases. Any slip-ups, on the other hand, will not go unnoticed, but you will get a great opportunity to rectify them as quickly as possible.