Online Reviews

Less than two thirds of businesses specifically monitor review websites

By Michelle Perrett

- Last updated on GMT

Minimal monitoring: many businesses fail to respond to online feedback
Minimal monitoring: many businesses fail to respond to online feedback

Related tags: Website

Only 60% of operators are specifically monitoring their performance on key review sites, a survey by Barclays for the second Future Shock report has revealed.

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.

Related topics: Technology

Related news

Show more