Less than two thirds of businesses specifically monitor review websites

The report from the Association of Licensed Multiple Retailers (ALMR) and CGA Peach, also showed that just under half (49%) aim to respond to customer feedback instantly and have staff or a process in place to constantly monitor feedback.

This rises to 57% within three days and more than half (53%) said they integrate customer feedback into the business. Only 62% monitor what customers say about them on social media while 63% of businesses said they deal with customer feedback in the moment and have no long-term record of keeping feedback for particular customers.

Less than half (47%) said they had no plan to improve their ability to monitor this and respond to online feedback over the next five years, while more than a quarter (27%) have no plans to make any changes.

Of the businesses surveyed, almost three fifths (57%) said customer feedback has resulted in an increase in customers during the past 18 months, while 70% agreed that published customer feedback attracts more customers to their business than it puts off.

Less than half (40%) said that online feedback had exposed weak points in their business.

The research also revealed that consumers see online reviews as important, with 60% stating they trust them. This figure rises to 71% among 18 to 34-year-olds.

According to the report, online feedback can positively affect consumer spend. Of the customers surveyed for the report, 54% said they had booked a restaurant because of positive feedback on an online customer review website and 32% visited pubs and bars for the same reason. They also claimed to spend £47 on average for the restaurant visits and £35 at pubs/bars.