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Consumer behaviors around mental health and wellness and what this means for businesses

Consumer behaviors around mental health and wellness have been changing rapidly. What does this mean for your business?

Studies in the past few years have shown that [970 million people worldwide](https://www.singlecare.com/blog/news/mental-health-statistics/) have a mental health condition or disorder, and that anxiety [affects more than 284 million people](https://www.singlecare.com/blog/news/mental-health-statistics/ "Mental Health Statistics 2021"). And these studies were from before the pandemic, which has taken a massive toll on mental health for all of us. 

As mental health takes more of a focus, there are products and apps popping up left and right aiming to convince consumers that they can give them better peace of mind, and both happier and healthier lives. There’s also been a recent positive change in attitude towards wellness and mental health, which normalizes people getting the help they need to manage their situations. 

Regardless of what industry you’re in, being conscious of this changing landscape can benefit your company. So, how is consumer behavior reflected in mental health trends? And how can you make sure you’re adapting your business accordingly? 

## Mental health and the complex stigmas that come with it

Historically, there’s been a pervasive stigma around mental healthcare and seeking help for mental illness. These stigmas have also disproportionately affected different demographics based on [gender](https://www.healthcarefinancenews.com/news/men-less-likely-women-seek-mental-healthcare-during-covid-19 "Men less likely than women to seek mental healthcare during COVID") and [race](https://www.columbiapsychiatry.org/news/addressing-mental-health-black-community "Addressing Mental Health in the Black community"), making it even more challenging to seek help. Although each group is affected differently, the stigma around acknowledging mental health issues and seeking help exists for everyone. But there are positive signs that this is changing. 

[This study](https://www.apa.org/news/press/releases/2019/05/mental-health-survey "Survey: Americans becoming more open about mental health") by the American Psychological Association surveyed different age groups on their attitudes towards mental health and the results show how attitudes have improved for the better. 


The American Psychological Association surveyed American Adults on their attitudes towards mental health disorders 

American Psychological Association survey on attitudes towards mental health disorders

With 87% of adults agreeing that mental health disorders are nothing to be ashamed of and 86% saying they believe that people with mental health disorders can get better, this shows some recent strides towards acceptance around mental health issues.

The American Psychological Association survey included questions about stigma and fear around mental health disorders

American Psychological Association attitudes about mental health

Portions of the study, however, highlight the work still needed to be done to fix attitudes and stigma around mental health. With 39% saying they would view someone differently if they knew they had a mental disorder, and 33% saying people with mental health disorders scare them, this illustrates how challenging and complex it is to rid a society of stigmas and how much work there is still to be done. 

And chances are, your customers may be appreciative if you’d join the conversation in a meaningful way that makes sense for your business. 

## Consumer behavior gravitates towards services and products that support mental health and wellbeing 

So, how do these mental health trends translate into online searching and shopping behavior? And what do they mean for businesses hoping to do right by their customers by taking a stance on the hard topics?

### How consumers are researching health and wellness products and services

To learn a little more about how mental health plays into the way consumers have researched their purchases lately, we looked into how often consumers included phrases like *mental health*, *wellness*, and *well-being* in their reviews on Trustpilot during different time periods. 


Total number of reviews with related terms on Trustpilot from last year, compared with the year before that

Reviews about mental health by year comparison

Reviews about mental health year comparison

When we look at the most recent 12 months compared to the previous 12 month period, there’s a staggering 335%  increase of reviews mentioning these terms. Because the pandemic began around a year ago, this isn’t necessarily surprising. For most of the duration reflected in the column on the right, we were living with stresses in our life that none of us had ever experienced before. 


Total number of reviews with related terms on Trustpilot from the most recent 6 months vs the previous 6 months

Reviews about mental health 6 month comparison

But when we zoom in on life during the pandemic and look at the most recent 6 months compared to the 6 month period before that, we’re still seeing an increase in the number of reviews containing these phrases. 

And you might have assumed that the first 6 month period in the chart above — when the pandemic was beginning and many of us were adjusting to a completely new way of life — would have led to the most mentions of mental health in online reviews.  But this isn’t the case. 

This indicates that mental health and wellness — and the consumer demand for products that help with these things — are on a more permanent trend upwards as awareness towards mental health issues increases and seeking help becomes more common, regardless of current events.


Total number of reviews with related terms on Trustpilot from most recent 90 days vs the previous 90 days

Total number of reviews with related terms on Trustpilot from the most recent 90 days vs the previous 90 days


Reviews about mental health on Trustpilot

Now, if we look into the most recent 3 months compared to the 3 month period before that, we’re still seeing a pretty large increase of 172%. This chart is the most telling of all, as this period was centered around when the vaccine began rolling out. 

Even with the end of the pandemic finally in sight, consumers are still putting more of an emphasis on the effect products or services have on their mental health — likely to help other shoppers find businesses that won’t give them new gray hairs as part of the customer experience.  

### Mental health trends with apps and the quick shift to online support 

Reviews are just one indicator of these trends in consumer preferences and needs. The shift to increased online interaction has created demand for both new apps and online services around health and wellness, and pushed previously in-person services like therapy and psychiatry online as well.

As with many other industries today, apps are one of the most effective ways for brands to interact with their customers and keep them engaged. Mental health and wellness are no exceptions. The global market size for apps geared towards mental health was valued at [40 billion USD in 2020](https://www.grandviewresearch.com/industry-analysis/mhealth-app-market "mHealth Apps Market Size") and is expected to grow at a compound annual growth rate of 17.7% from 2021 to 2028. This has only been accelerated by the pandemic. One study found that in the UK, [downloads for mental health apps increased 200%](https://www.computerweekly.com/news/252494669/Covid-19-has-led-to-a-25-increase-in-health-app-downloads-research-shows) from the summer of 2019 to the summer 2020. 

There are apps full of self help guides and tips on living with depression, meditation apps, and apps that help you get better sleep. There are even [apps filled with fun games](https://www.happify.com/) that are actually scientifically designed to reduce stress, build resilience, and overcome negative thought habits. Regardless of anyone’s personal situation or needs, there is likely an app out there to [help them find more peace and well-being](https://www.verywellmind.com/best-mental-health-apps-4692902 "The 8 best mental health apps").

Although online therapy was already starting to become popular, the pandemic created an extremely stressful situation for all of us — that also cut in-person interactions out of the picture. This led to an explosion in online services for therapy and psychiatry. 


Reviews are a great way to help you find online therapy companies

Customer review therapy

Customer review of therapy provider

[Ginger](https://www.ginger.com/ "Ginger - On-demand mental healthcare"), an on-demand therapy and mental healthcare app, [saw their utilization rates rise](https://www.fiercehealthcare.com/tech/demand-for-virtual-mental-health-soaring-here-are-notable-trends-who-using-it-and-why "Demand for virtual mental healthcare is soaring") to their highest ever last September, in the middle of the pandemic. Usage of their text-based mental health coaching was up 159% and virtual therapy and psychiatry were up 309% compared to their pre-covid averages. 

And it’s not just that current customers are using these services more. Doctor On Demand reported that throughout last fall there were large increases in new patients seeking teletherapy – [up over 50% throughout October](https://www.fiercehealthcare.com/tech/demand-for-virtual-mental-health-soaring-here-are-notable-trends-who-using-it-and-why "Demand for virtual mental healthcare is soaring") and even higher than the initial spikes when the pandemic hit last spring. 

All of this is to say — the strong consumer appetite for mental health and wellness support is likely here to stay. No matter what industry your business belongs to, it’s a good idea to keep this consumer trend top of mind. 

## How to stay relevant to the consumer trend of wellbeing and mental health

The rise in awareness around mental health and demand for more wellness focused lives will not only impact companies in the wellness or mental healthcare industries. [Some of the biggest workplace predictions](https://www.forbes.com/sites/bryanrobinson/2021/12/28/4-post-pandemic-mental-health-trends-and-predictions-for-2021/?sh=5e31c855de5b "4 post pandemic mental health trends to watch") for employers coming out of the pandemic revolve around employee wellness and happiness. 

### Employees aren’t the only ones who notice an employer brand 

For starters, companies will likely put more of a concrete focus on employee well-being into practice, instead of just talking about it as a way to build their employer brands. An increase in work-from-home policies, more PTO — or encouragement to actually use your PTO – along with free access to meditation and wellness apps, and better benefits packages in terms of mental health and therapy will become more prevalent in the workplace as employers try to alleviate stress for employees and compete for top talent. 

Scott Shute, Head of Mindfulness and Compassion Programs at LinkedIn, believes that the emphasis for employee wellness should and will [come from leadership teams as well](https://www.forbes.com/sites/bryanrobinson/2021/12/28/4-post-pandemic-mental-health-trends-and-predictions-for-2021/?sh=5e31c855de5b "4 post pandemic mental health trends to watch"), not just human resources. Regardless of talk around wellness programs and work-life balance, if compassionate leadership and advocacy for these programs isn’t coming from the very top of the organization in a very clear way, they likely won’t be successful in the long run. 

For organizations looking to take better care of their employees, there are an increasingly large amount of companies [popping up to help with this](https://snacknation.com/blog/corporate-wellness-companies/ "Top 40 best corporate wellness programs"). From wellness retreats or multi week training programs, to gamified models that encourage some healthy competition between employees rewarding them for healthy behaviors, there are solutions to meet every organization’s wellness needs. 

### Fresh tips for getting your business involved with wellbeing and mental health

No matter your industry, there’s a number of meaningful ways your business can offer support to those struggling with mental health and wellness. Here are some ideas to get you started:

#### Shine the spotlight on any areas where you’ve improved the well-being of your customers 

It can be tempting to think that this has nothing to do with you if your business isn’t in the mental healthcare or wellness industries, but that actually couldn’t be further from the truth. More often than you think, businesses can help their customers’ mental health in the most surprising ways. It’s likely that this furniture manufacturer had no idea their beds could impact someone’s mental health in such a positive and real way. 


Products can sometimes help customers in surprising ways 

Review of product that helped with anxiety 

Do you have reviews like this from customers talking about how your product has improved their wellbeing in an unexpected way? Consider putting together an email or social campaign featuring these reviews and tailor the message around your dedication to improving the lives of your customers.


This business helped alleviate their customer's anxiety 

Review of service that helped with anxiety 

#### Showcase your commitment to the mental health of your employees

If you do have employee wellness programs in place, show that off and use it to your advantage. Talk about it on your social channels and make it a part of your brand as a whole, not just your employer brand. Many customers want to [shop with companies](https://www.google.com/url?q=https://business.trustpilot.com/guides-reports/build-trusted-brand/6-ways-to-make-trust-your-essential-brand-differentiator&sa=D&source=editors&ust=1616532559978000&usg=AOvVaw28Xs6-FQ6YDwbMi_OG4Jx8 "The value of a trustworthy brand reputation") they feel align with their personal values. 

If you’re focusing on the wellness of your employees that can go a long way in terms of your brand reputation. These things matter to many customers as well, not just your employees. 
Collaborate with local wellness companies 

Collaborating on promotions and activations with local wellness companies can be a really great way to promote wellness for companies with a product offering or service that has nothing to do with mental health or well-being. Partnering with a local yoga or meditation studio to offer discounts on each other’s offerings with each purchase is a great way to gain new customers for you both and encourage wellness regardless of the industry you’re in. 

## It’s time to lean into mental health trends

One of the most important changes that may come out of this is that because of the pandemic consumers [have become more comfortable](https://www2.deloitte.com/us/en/insights/industry/health-care/consumer-health-trends.html "2020 Health care consumer survey") sharing data around their health. The more they’re willing to adopt tools and share their data, the more these tools can be improved and better solutions can be designed for anyone struggling with their mental health. 

There are numerous examples recently of how data, AI, and mental health can come together to shape real solutions for people who are struggling. Since the pandemic began, the Department of Veteran Affairs is increasingly [relying on AI-based analytics](https://ai.healthcareitnews.com/ai-powered-healthcare/ai-based-program-enhances-mental-health-monitoring-veterans "AI- based program enhances mental health monitoring for veterans") to monitor the mental health of veterans. And because of how mental illness can affect each patient in such different ways, AI isn’t just helping identify mental illness in patients, it’s helping [minimize the trial and error](https://towardsdatascience.com/machine-learning-and-mental-health-7981a6001bd5 "Machine learning and mental health") required in developing individual treatment plans for mental illness as well. 

Between breaking down stigmas and improving treatment plans and solutions, perhaps the future might look a bit brighter for all of us. 


Trustpilot Consumer Insights: Consumer behaviors around mental health and wellness and what this means for businesses

Trustpilot Consumer Insights: Consumer behaviors that changed in 2020, and what to expect in 2021

2020 changed the way consumers search and shop. To better understand the shift in consumer behavior, and what kind of trends businesses should expect to see emerge in 2021, we took a look at global consumer activity on Trustpilot. Here are the findings.

It’s safe to say that the period of self-isolation we all had to go through changed the way consumers search and shop, whilst businesses have had to adapt to new channels of communication, [new consumer behaviors](https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/how%20covid%2019%20is%20changing%20consumer%20behavior%20now%20and%20forever/how-covid-19-is-changing-consumer-behaviornow-and-forever.pdf), and new audiences.

With all of the [constant adjustments brands have had to make](https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/how%20covid%2019%20is%20changing%20consumer%20behavior%20now%20and%20forever/how-covid-19-is-changing-consumer-behaviornow-and-forever.pdf) in 2020, what can businesses expect in 2021?

As we start to see light at the end of the tunnel, [consumer behavior will no doubt be greatly impacted](https://obaninternational.com/blog/planning-for-2021-part-1-changes-in-consumer-behaviour/) once again, forcing companies to change their approach.

To better understand the 2020 shift in consumer behavior, and what kind of trends businesses should expect to see emerge in 2021, our Trustpilot team took a look at global consumer activity on our platform from July 2020 to January 2021. All Trustpilot data was taken on January 31st 2021.

Here are the findings...

## 1. The businesses consumers researched the most

There’s no doubt customer reviews can show us a lot around consumer shopping habits. 

While there are a few different reasons why people read them, consumers often research reviews when they’re looking to make a purchase, so pageviews on different types of companies can tell us a lot about what consumers are currently in the market for.


1 Company profile views last six months

It’s fascinating to see that between July 1st 2020 and January 31st 2021, shopping & fashion was the most researched industry for customer reviews, even throughout the pandemic. [One survey](https://fashionista.com/2020/07/quarantine-shopping-habits-survey-results) from the end of last summer digs deeper into the types of clothing people are purchasing. Were they purchasing more athleisure while being stuck at home or – perhaps – were they stocking up on outfits for a post-pandemic world? As vaccinations continue globally, this could suggest some interesting purchasing trends...

Will fashion retailers have an opportunity for heavily increased sales even before the pandemic ends, as people prepare for newly invigorated social lives and attempt to spread out their purchases? 

It’s relatively unsurprising that Electronics & Technology comes in at second for the most researched types of products on Trustpilot, and this actually wasn’t the case for portions of 2019, before the pandemic hit. This category includes home appliances in addition to phones, computers, software, etc. 

As people around the world have been stuck inside more than ever in recent history, it comes as no surprise to see consumers looking at purchasing and upgrading their lives and homes with these types of products. The big question here is whether or not this pattern in researching products will continue after the pandemic ends, when people are spending considerably less time at home. 

Considering the [flood of new investors to the market as the pandemic hit](https://www.businessinsider.com/millennials-investing-covid-pandemic-new-easy-apps-2020-9), and the general financial uncertainty that has affected many families during the pandemic, it’s no surprise that Money & Insurance appears as one of the top categories (3rd) shoppers researched on Trustpilot between July 2020 and January 2021. There are many different types of financial services and products out there, and the pandemic has made all of us painfully aware of how quickly our own financial situations can change when something like COVID-19 happens. 


## 2. The businesses consumers reviewed the most

Today’s consumers are more inclined to write reviews when the experience they’ve had strikes an emotional chord, whether it’s positive or negative. So if a person has had a great experience, they’re likely to applaud the company with a good review. If, however, they’ve had a poor experience, chances are they will leave a bad review out of frustration.

Helping peers make a better buying decision, sharing a good or bad experience, and rewarding a company for their stellar customer service are some of the top reasons why today’s shoppers like to leave reviews at the end of the journey.

From July 2020 to January 2021, Trustpilot received a whopping 22.4 million service reviews.


2 Total number service reviews

And that’s not all. Consumers also left over 3 million product reviews on Trustpilot.com in the same period of time.

3 Total number product reviews

Now that we’ve got a better understanding of why consumers write reviews, and how many service and product reviews Trustpilot has received in that timeframe, here’s a detailed breakdown of the most reviewed types of businesses on Trustpilot.com from July 2020 to January 2021.

### Global service reviews per industry between July 2020 & January 2021


4 Service reviews per industry months

From July 2020 to January 2021, the three industries which received the most service reviews were B2B businesses, shopping & fashion and home & garden.

B2B businesses received over 2.8 million service reviews, or 12.5% of all service reviews left in the same period of time. 

Once again, it is surprising to see that in the midst of a pandemic, shopping & fashion businesses still received more than 2.7 million service reviews, or approximately 12% of all service reviews, given that our latest Fashion report found that [72% of fashion consumers spent less or the same as they did before the pandemic](https://uk.business.trustpilot.com/guides-reports/build-trusted-brand/why-ethical-fashion-brands-are-future-proof).

There’s no doubt the home & garden industry [benefited from lockdown in 2020](https://www.21digital.agency/blog/home-garden-sector-booms-during-covid-19/). With most of the world population confined to their homes all year, people invested both time and money in their home and garden. This trend was reflected in the amount of reviews the home & garden sector collected on Trustpilot. The industry received approximately 2.6 million reviews between July 2020 and January 2021, or 11.6% of all service reviews left during that time frame. 

These three sectors were closely followed by electronics (≅2 million) and finance and insurance (≅1.4 million). 

All categories saw a dip in reviews in the late summer and early fall of 2020 (August and September), and most categories observed a spike in service reviews towards the end of the year, in November and December, likely as a result of events like Black Friday, Cyber Monday, and the holidays. 

B2B businesses, shopping & fashion, home & garden, and electronics were the categories that saw the biggest spike of customer service reviews in Q4 of 2020. These sectors were also the most reviewed industries of Q4 2019, which demonstrates the importance of these verticals, whether in times of crisis or not.

### Global product reviews per industry between July 2020 & January 2021

5 Product reviews per industry last six months

When looking at product reviews in the same period of time, the three categories which received the most reviews were home & garden, shopping & fashion and beauty & wellbeing.

Unsurprisingly, the home & garden industry received just over 509,000 product reviews, or 16.9% of all product reviews left in the same time frame. Shopping & fashion received about 492,000 product reviews, or 16.4% of all product reviews. 

In July 2020, [a Trustpilot and London Research study](https://business.trustpilot.com/guides-reports/build-trusted-brand/2020-consumer-report-combating-misinformation-in-the-health-beauty-sector) found that the coronavirus pandemic prompted a significant leap in spending in the health and beauty markets. 59% of US consumers and 55% of UK consumers said they were spending more on health and beauty products due to the coronavirus crisis. With so many consumers buying from the beauty & wellbeing industry, Trustpilot received over 388,000 product reviews in this sector, which equates to about 12.9% of all product reviews.

These were closely followed by electronics (≅227,000) and entertainment (≅180,000), which comes as no surprise given the current circumstances.

Most of these categories seemed to have a stable amount of product reviews throughout the summer and fall of 2020, and observed a spike around the holidays and after the Black Friday rush, in December 2020.

However, the three industries with the most product reviews – home & garden, shopping & fashion and beauty & wellbeing – all observed a much bigger dip in the late summer and early fall (August and September), and saw a much higher increase in product reviews than any of the other industries pictured, starting earlier – in October 2020, suggesting that consumers were less interested in doing their shopping online and leaving reviews in the peak of summer, when measures were eased in most countries.


Find out more about the importance of consumer insights in times of uncertainty

## 3. The top reasons behind why consumers leave online reviews 

The Trustpilot team also analyzed millions of 1 and 5-star reviews left between August and December 2020 in order to better understand the top reasons behind why consumers leave online reviews on our platform. Here’s what we’ve observed.

### A. The one reason consumers recommended a business to others in 2020

We found that one of the most mentioned keywords in 5-star reviews was “delivery”, appearing in over 1.3 million of reviews, a whopping 17% of all 5-star reviews, between August and December 2020.

Another common word in 5-star reviews was “customer service”, with just over 500,000 mentions in the same six-month period.

“Shipping” came last, with just under 160,000 mentions, a mere 2% of all 5-star reviews left during the same timeframe. 

This review data confirms that in times of crisis, customer service is one of the best assets a business can have to combat uncertainty, build trust and improve customer satisfaction.

Companies which were able to continue delivering their products quickly and efficiently, whilst still offering great customer service were clearly the brands that truly stood out in the eyes of consumers in the midst of this pandemic.

### B. The one reason consumers decided to take their business elsewhere in 2020

When analyzing 1-star reviews left between August and December 2020, we observed that one of the top reasons why consumers left bad reviews was “customer service”, with over 210,000 mentions in just six months, or about 18% of all 1-star reviews in that period of time.

“Delivery” was also one of the most repeated words in 1-star reviews with over 174,000 mentions, which represents approximately 14% of all 1-star reviews.

“Shipping” was, once again, the least-mentioned, with only 39,000 of 1-star reviews containing the keyword.

Looking back at this analysis, it is clear that bad customer service and delivery issues were two of the top reasons why consumers felt the need to leave a negative review and take their business elsewhere in the second half of 2020. Proof that every business should always strive to [deliver great customer experiences](https://business.trustpilot.com/reviews/learn-from-customers/5-reasons-why-customer-experience-is-the-pulse-of-every-business) and continuously [invest in their customer service](https://business.trustpilot.com/reviews/learn-from-customers/6-types-of-online-customer-service-you-can-implement-today). 

## 4. Businesses who respond to customer reviews have higher star ratings 

Responding to reviews ([and how you do so](https://business.trustpilot.com/reviews/learn-from-customers/dos-and-donts-best-practices-for-responding-to-reviews)) can have a huge impact on customer satisfaction with your brand. We separated companies by industry and then by average star rating, to compare that with whether or not companies respond to their customer reviews. 

6 TrustScore vs Number of responses to reviews

When we sort by the amount of reviews a company has replied to, you can see that the top domains have very high star ratings. This could suggest that being smart about responding to reviews ([especially responding to negative reviews in the best ways for your brand](https://business.trustpilot.com/reviews/learn-from-customers/how-to-respond-to-negative-reviews)) can be incredibly effective in achieving a high level of customer satisfaction. 

Something else that this data points to is the sheer number of reviews for all of the top groups in here. Unprompted, reviewers typically only leave reviews if they have an emotional experience. Unfortunately, those can often be [negative ones](https://business.trustpilot.com/guides-reports/learn-from-customers/bad-reviews-why-people-write-them-and-what-they-expect). 

These companies have relatively high numbers of reviews, so chances are they’re asking for feedback from each and every customer that does business with them. Since these typically include many happy customers who simply didn’t think to leave reviews, this can balance out the reviews from negative customers in your overall star rating. 

When we reverse the graph, it shows us the domains by industry and star rating with the lowest number of replies (with the exception of one domain). Here, we can mostly see two and three-star companies. While we do see a fair amount of companies that are responding to a good percentage of their reviews, they all have a low number of reviews in total. 


7 Star rating reverse

This can also point to companies who are not actively collecting reviews, but letting reviewers come to them. It’s likely that most of the customers leaving them reviews are the ones unhappy enough to search out their profile pages and leave reviews. 

The biggest takeaways here are that businesses should have strategies in place around actively collecting customer feedback and responding to all reviews. If you don’t have a plan for either of these two things, your online reputation could be at risk. 

## Trends to look out for in 2021 

In 2020, businesses have had to adapt to a new reality: consumer purchasing behaviors changed drastically, leaving brands with the challenge of keeping their head above water whilst trying not to be too intrusive or pushy in their customers’ eyes.

In these times of uncertainty, consumers have also been turning to their peers a lot more than usual and looking for third-party validation more than ever before when making purchasing decisions online. Naturally, this has majorly affected the amount of reviews read and written on platforms like Trustpilot.com in the last couple of months.

It’s safe to say customer reviews have become such an invaluable tool, both for consumers and businesses. Today’s consumers want to engage with more human brands, brands who put their customers at the heart of everything they do. Consumer trust is truly one of the most important things a business can build to cope during difficult times.

So what can we expect in 2021? 

We asked Gavin Laugenie, Head Of Strategy & Insight at [dotdigital](https://dotdigital.com/), for some of his 2021 predictions:

“It’s always tricky predicting or anticipating trends because change is inevitable. 2020 highlighted that fact more than ever. It was all about how we adapted to the obstacles in our paths. Which is why I say, 2021 is the year of adaptability. Your marketing needs to mirror the same agility you and your team display. That means having powerful data-crunching AI to segment and serve up accurate data to deliver targeted messages to your audience on the channels that will make the most significant impact at any given time. Email remains king, but as consumer behavior continues to change regularly, complementing email with live chat, SMS push etc. will help deliver the contextual messages your customers demand. The inbox is more crowded than ever, so your content needs to be empathetic, thought-provoking and not solely conversion driven. Spice up your creative; show some flare, be interactive, sow the seed of intrigue. But above all, have faith in your tech and be ready to rip up plans and pivot when circumstances inevitably change, and you require a new strategy.”

So what kind of changes can businesses prepare for this year? And how can reviews continue to be such a huge part of the consumer journey when the pandemic comes to an end and shops start to reopen? 

Well, after over a year of non-stop online shopping, it’s clear consumers are in need of more human contact and interactions than ever before. 

In the last few months, we’ve seen brands organise [virtual events](https://www.google.com/url?q=https://www.prdaily.com/5-consumer-behavior-trends-pr-pros-should-know-for-2021/&sa=D&ust=1612280103686000&usg=AOvVaw0gVkL7rzDb0-YYZFm4XEMp), and offer [virtual try-ons](https://www.prdaily.com/5-consumer-behavior-trends-pr-pros-should-know-for-2021/) (brands like Fenty, Lancôme or IKEA already offer this technology to consumers) in an attempt to offer more real-life experiences to their customers. 

But consumers’ growing desire to shop from [smaller businesses](https://www.retailtimes.co.uk/two-thirds-of-consumers-more-likely-to-shop-locally-compared-to-a-year-ago-mastercard-shows/) and [purpose-driven brands](https://blog.euromonitor.com/top-10-global-consumer-trends-in-2021/) could also mean that brick and mortar shops will be making a comeback when life resumes.

As reviews become more and more important, it’s safe to say that businesses should continue to innovate, adopt new technologies, create new content (e.g. product videos) and continue to offer great customer service in order to keep consumers both happy and engaged online. And when traditional shopping outlets reopen and consumer behaviors adjust once again, continuing to capture and learn from customer reviews should still be a priority for all businesses, both online and offline.

If you’d like to learn more about the importance of trust and third-party validation in times of crisis, check out the article below:


The importance of trust in times of uncertainty

__*This article was co-written by [Flora Frichou](https://www.linkedin.com/in/florafrichou/) & [Joseph Russell](https://www.linkedin.com/in/joseph-russell-ny/)*__

Turning-Reviews-into-Revenue-with-insights

Trustpilot shares the best ways to use online reviews to improve customer service and positively impact revenue, and covers how their Zendesk integration makes the whole process easier.

And with the power of the internet available in the backpocket of most consumers, online reviews and referrals have become more important than ever before. 

That’s why it’s no shock that user-generated ratings have revolutionised the shopping experience for eCommerce operations as well as brick and mortar stores — no matter the industry.

Ratings and reviews are an easy way to build brand trust and loyalty between you and your customers. More so, according to a [study by Harvard Business School](https://www.hbs.edu/faculty/Publication%20Files/12-016_a7e4a5a2-03f9-490d-b093-8f951238dba2.pdf), consumer reviews have a direct impact on revenues. 

Simply put — the better (and more) reviews you have, the higher your chances are at having a better business reputation that leads to brand trust and loyalty - which inevitably leads to more sales.

In this article, we’ll share the best ways to use online reviews to improve customer service and positively impact your revenue, and discuss how our Zendesk integration makes the whole process easier.

## 1. Collecting customer reviews

Online reviews play a crucial role in determining the success of your business because they aren’t just an ancillary aspect of a purchasing decision. 

This year, we observed an [11% decline in trust globally](https://uk.business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews), with only 71% of people admitting they trust consumer brands. Nowadays, buyers want more. They want to hear about their peers’ experiences with a brand, not just what the company has to say about it. 

In fact, [the same study](https://uk.business.trustpilot.com/guides-reports/build-trusted-brand/the-critical-role-of-reviews-in-internet-trust) found that 89% of global consumers check online reviews as part of their online buying journey, and 49% of global consumers consider positive reviews one of their top 3 purchase influences.

And according to Psychological Science, in a situation with two competing products with similar ratings, consumers are more likely to buy the product with more reviews. By harnessing the wisdom of crowds, positive reviews can be a game changer when it comes to a customer’s decision to choose your brand.

So how can you make sure your customers leave reviews after their purchase? Simply [ask your customers](https://uk.business.trustpilot.com/reviews/learn-from-customers/how-to-get-the-most-out-of-asking-for-customer-feedback). By proactively presenting your users with the ability to easily leave a review, you can maintain transparency and solicit reviews.

Now that you’re asking for feedback and receiving it, here’s how you can leverage it to highlight important consumer data.


## 2. Identifying trends

Did you know that collecting and tagging your Trustpilot reviews could give you valuable insights into your current customer experience and how to better your business in the long run?

Our sentiment analysis tool, [Review Insights](https://uk.business.trustpilot.com/reviews/learn-from-customers/introducing-trustpilots-new-machine-learning-tool-review-insights), can go through every review for you, and discover major topics that you can analyse. The goal is to help you [improve customer experience](https://uk.business.trustpilot.com/reviews/learn-from-customers/how-to-improve-customer-experience-on-your-website).

Indeed, the better the customer experience and service, the more likely it is that your customers will have a good relationship with your brand. This will inevitably lead to better reviews.

Trustpilot also lets you use tags to filter review content by relevant topics related to your product or service. This means you can easily get an overview of your feedback and identify specific trends. 

Review tagging can be an extremely valuable tool when it comes to better understanding your company's strengths and weaknesses, based on customer feedback. These insights have the power to improve your service and experience, boost your sales and revenue, and help you retain your customers.

## 3. Improving customer service with our Zendesk integration

A Trustpilot and Canvas 8 study found that 82% of UK consumers have a positive view towards companies that respond to reviews, and 64% of global consumers would prefer to buy from a responsive company over one that appears perfect. 

There’s no doubt responding to reviews is important, but it can be tricky to identify the reviews that need responses. That’s where our [Zendesk integration](https://support.trustpilot.com/hc/en-us/articles/227199548-Zendesk-Trustpilot-Integration) comes in. The integration helps you streamline your customer service by highlighting reviews that need your attention.

Indeed, Zendesk automatically checks your business’s Trustpilot profile every few minutes, so if you get a new review at or below a star threshold rating that you have determined, Zendesk will create a new ticket for you. 

You can then read and reply to the review from within Zendesk. Your reply will automatically appear on your business profile, and if the customer responds to, or updates, their review based on your answer, their Trustpilot review will automatically be updated.

Responding to your feedback and showing your commitment to doing better as a business is what will differentiate you from other brands. Negative reviews can, when well-handled, provide balance, help build trust and transparency (assuming you addressed the issue efficiently), and turn a hesitating visitor into a long-term customer.

By approaching consumer insights as an opportunity rather than a threat, you’ll soon see your customer service and customer experience improve, and your sales and revenue increase. 

We hope you found these tips helpful. If you’d like to learn more about the importance of consumers insights, and how to handle negative feedback well, read our ‘Bad Reviews’ report by clicking the link below:


Bad reviews: why people write them, and what they expect

Turning reviews into real revenue with consumer insights

customer service trustpilot and hubspot research

Today, overlooking customer service simply isn’t an option anymore. In the current competitive landscape, companies have to work harder than ever before to stand out from the competition. While discounts and low prices can help you acquire new customers, they certainly won’t help you retain them. 

As customers become more and more empowered, the need for customer-centric companies who care about customer experience is rapidly growing. 
 
Trustpilot review data shows that one-star and 5-star reviews most commonly mention ‘customer service’. Yet, whilst most companies like to say they are “customer-first”, too many of them either don’t listen to customers or don’t have ways to make it actionable. 

According to a [2019 HubSpot research study](https://offers.hubspot.com/state-of-customer-service), 88% of people agree that customers have higher expectations than in the past, and 89% agree that customers are more likely than ever to share positive or negative experiences. 

It’s time to take action. 

In this article, we will show you how to up your customer service game, and why you should consider doing it with reviews.

## Why reviews will boost your customer service standards

### 1. Let your customers do the talking

Today, buyers are on the hunt for [social proof](https://uk.business.trustpilot.com/reviews/build-trusted-brand/what-is-social-proof-and-why-is-it-important-for-marketing). According to HubSpot, reviews, ratings and testimonials rank second highest of everything people search for when doing online research.  
69.5% of companies also admit that review sites, social media and word-of-mouth directly drive leads for their business. 

If you’re not asking your customers to share their opinion, you might be missing out!
"Today’s buyers trust customers, not companies. When marketers harness this social proof, it can drive leads and generate revenue, but very few are doing so. There is still an advantage for marketers who can build the voice of the customer into their marketing efforts, but they need to act quickly," said Michael Redbord, GM Service Hub, HubSpot.

We all know it’s getting easier for consumers to compare companies online. This only makes it harder for businesses to stand out from the competition, and retain customers over time. In 2019, 95% of consumers do online research as part of their buying journey, which often involves looking for social proof.

Delivering a great experience and even better customer service helps boost confidence and improves loyalty in the long run. That’s why companies providing excellent service often put customers at the heart of everything they do. 

Did you know that, according to HubSpot Research, almost half of businesses who say they are “customer-centric” don’t actually do anything about it? Today, 42% of companies don’t survey or collect customer feedback, and only 19% of brands have a customer advocacy program.
Collecting reviews, and showcasing feedback throughout all channels provides extra information about your company, your products, and your customer service. This significantly boosts customer confidence.

Social proof on-site reviews

third-party validation online reviews

Believe it or not, leveraging reviews is a great way to improve your user experience, and answer some of your customers’ questions. 
________

Trustpilot tip: Reading customer reviews can help you identify recurring questions. Why not use this to update your FAQ page and boost your customer service standards? 
________

Customers are always going to conduct their own research — by giving them the information up front, they won’t have a reason to leave your site.

### 2. Use online reviews to identify trends

Marketing Manager at Mannys

Earlier, we asked how excellent customer service is defined. Providing great customer service means understanding your customers and your audience, their needs, and their wants. 

Great customer service also means meeting and exceeding expectations, every single time. No, that doesn’t mean getting it right every day — after all, we’re only human. However, you should be trying your best, and putting the customer at the heart of everything you do. Doing so will result in great communication and resolution skills, and therefore, a better brand reputation.

[According to HubSpot](https://offers.hubspot.com/state-of-customer-service), 74% of companies say they are measured on customer satisfaction, yet only 58% of companies survey customers. 

How is customer satisfaction being measured without feedback from customers? How is great customer service being achieved without insights from customer feedback?

Reviews helps you collect fresh consumer insights which highlight the areas of development, and the opportunities to improve your service and grow your business. 

Today, only 54% of customer service teams report to a customer success department. [Trustpilot’s new Review Insights tool](https://business.trustpilot.com/reviews/learn-from-customers/introducing-trustpilots-new-machine-learning-tool-review-insights) is powered by Artificial Intelligence technology. It allows you to detect trends, identify customer sentiment, and work towards a better customer experience and customer service. If you haven’t got a customer success department yet, it might be time to consider creating one!

trustpilot review insights customer sentiment

Asking for reviews shows how much you care about customer satisfaction, and how hard you are working towards improving your customer experience and your customer service.

### 3. Start acting on consumer insights

You’ve started collecting reviews, and you’re slowly receiving more and more consumer insights. 

What next?

Embrace the feedback, good and bad, and start taking action. According to HubSpot, only 12% of consumers believe a company when they say they ‘solve for the customer’. 

Prove those consumers wrong. Collecting consumer insights is great, but it doesn’t stop there. 
Customer service professionals who report into a Marketing department agree that reviews and social proof drive leads at the highest rate. Once you have the data, start thinking about which departments, processes and initiatives might be involved. Then, put of a plan of action together.

When you have an overview of where you’re doing well, and areas that need more attention, you’ll spend your time [solving customer issues](https://uk.business.trustpilot.com/reviews/how-ai-can-help-you-get-a-better-trustscore) rather than finding them. Soon enough, your customer service standards will increase, and your customers’ expectations will be met and exceeded, every single time. 

In a recent Trustpilot survey, over 5,900 consumers expressed a unique trust value in Trustpilot ratings (called TrustScore). 92% of customers said they would not consider buying from 1 or 2-star rated brand. Another reason to start working on your brand reputation by improving your customer service with online reviews!


star rating trustpilot research

If you're interested in [consumer insights](https://uk.business.trustpilot.com/reviews/learn-from-customers/what-are-consumer-insights-and-how-do-i-use-them) and Trustpilot’s new Review Insights tool, you can [read more about it here](https://business.trustpilot.com/features/review-insights?cta=read-more_blog_CTA-1).

Alternatively, if you’d like to find out more about the power of customer feedback, click the link below to read Trustpilot's brand new Complete Guide To Reviews.


Read Trustpilot's Complete Guide To Reviews

*Thank you to HubSpot for letting us use data from their '[State of Customer Service in 2019](https://offers.hubspot.com/state-of-customer-service)' report in this article.*

3 Ways reviews can help you deliver excellent customer service

A middle-aged woman with glasses looking at the camera

the role of customer experience trustpilot

the role of customer experience

This year, we observed an [11% decline in trust globally](https://business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews), with only 71% of people admitting they trust consumer brands. Trust has changed, and customers no longer want to be told what to buy. They want to get to know the company behind the product and behind the service, which can only be achieved through a transparent and trustworthy customer journey.

[According to Econsultancy](http://www.netimperative.com/2020/02/27/brands-focused-on-customer-experience-3-times-more-likely-to-exceed-business-goals/), optimising the customer experience is one of the most exciting opportunities for businesses in 2020, with 24% of companies ranking it at their top priority this year. 

Did you know that [50%](https://www.getfeedback.com/blog/40-stats-churn-customer-satisfaction/) of consumers are more likely to do business with you again in the future after a positive customer experience? Creating a seamless experience ensures that visitors are enjoying interacting with your business at every touchpoint of the journey. By focusing on creating amazing customer experiences, you’re showing the desire for your company to go above and beyond to please every single customer.

There’s no doubt it is getting harder and harder to differentiate yourself from other businesses when consumer trust is going down and every brand is sharing great content online. But a competitive advantage is huge, and customer experience is the perfect tool to help you stand out from the competition. 

In this article, we’ll discuss ways you can improve your user journey to deliver better customer experience and power your business forward.

## Providing a smooth voice search experience

Google has suggested multiple times that it intends to grow from a search engine to an answer engine. And with the rise of Google Home, traditional SEO has already radically transformed, and will continue to do so in years to come.

Rather than providing different search results and leaving the user a choice, an answer engine provides the user with one answer only. This makes finding facts much easier for the user, but makes it much harder for companies to stand out and feature as a definite answer. 

Small companies have an advantage - by testing and identifying profitable queries, they can focus on getting ahead of larger businesses. That’s why it’s important to focus on smaller benefit-oriented searches by rethinking the website interface and optimising it with long-tail keywords. 

This makes it more likely for smaller companies to reach and maintain position 0. Position 0 is the first result, often displayed in the answer box above the other organic results. Although Google is still experimenting with position 0 results - whether they’re answer boxes, knowledge graphs or Voice Assistant results - search engines’ constant investment in voice search suggests this shift is here to stay.

Businesses that start implementing voice search into their customer experience strategy are the brands that will dominate online tomorrow.

If you’d like to learn more about voice search, SEO and answer engines, check out our webinar recording:

What companies should do in the face of voice search

## Re-imagining the customer experience with artificial intelligence

Every time Amazon recommends a purchase to a consumer, that’s artificial intelligence at work. In the world of customer experience and customer service, we’re experiencing the rise of digital assistants, chatbots, and robots answering basic queries.

Welcome to the future.

Artificial intelligence (AI) is intelligence demonstrated by machines. It has the ability to perform tasks commonly associated with intelligent beings.

Did you know that [AI can increase business productivity by 40%](https://techjury.net/blog/ai-statistics/#gref)? These days, most businesses use AI for data analysis, on-site personalisation, content, and email marketing.

Companies are also turning to AI to automate repetitive tasks and personalise user journeys to build better relationships with their customers and offer seamless experiences.

KLM uses AI on Messenger. After booking a flight on their website, KLM lets the customer choose whether to receive their booking confirmation, check-in notification, boarding pass and flight status updates via Messenger. This makes travel information easy to find in a single place.

Bonus? Their AI system also lets the user ask any question they may have on Messenger, 24/7. All messages are personalised and friendly, making it look like the customer is chatting to another human being.

screen-mobile-2

KLM chatbot 

## Delivering personalised content

In order to trust a company and their products or services, shoppers can go through a considerable amount of research before deciding to buy online. Shoppers can make up to [9.5 visits](http://www.digitalstrategyconsulting.com/intelligence/2014/11/savvy_shoppers_make_9_visits_to_a_retailers_site_before_deciding_to_buy.php) on a retailer’s site before making a purchase, and that doesn’t take into account other sites they may go to as part of their customer journey.

This year, most industry peers have been personalising their customer experience with insightful and relevant content like offers, podcasts, blogs, videos, or even events. 

Personalising the customer experience to offer relevant pieces of information creates better brand awareness and loyalty, encourages customer relationships, and can elevate your business into a thought leader.

So how will you deliver the most relevant content and authentic experiences to your audience in the moment? 

How will you build the personal connections that inspire customers to invest in your business? Where do you start?

Delivering the right content to the right person isn’t easy, but it’s certainly necessary. And it all starts by getting to know your customers. Divide your audience into groups using your existing data, and build profile types. 

Develop personalisation strategies using automation and classify your content. [What content is relevant](https://uk.business.trustpilot.com/reviews/blog/creating-relevant-content-throughout-the-customer-journey?rq=content)? At what point? 

Once your audience and content are both classified, delivering personalised content through the whole journey is easier.

When you personalise the customer experience with smart relevant content, you’re creating value for your audience and delivering better experiences.


## Building trust earlier in the journey

Online reviews are still one of the best ways to build trust and transparency at any point of the customer journey. Indeed, [89% of global consumers check reviews as part of their online buying journey](https://uk.business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews), and 49% of global consumers consider positive reviews one of their top 3 purchase influences.

Today, consumers are relying more on online reviews than they have in the past 2 years, making feedback a powerful tool to convert visitors into customers and to reduce customer hesitation. 

Indeed, including customer feedback as part of customer experience is a way to help do their research directly on-site and make smarter choices. 

How? Online reviews tend to boost customer confidence and often eliminate doubt because they answer most questions consumers have as they move through the purchase journey, and provide third-party validation.


reviews on site

Fabletics reviews

In a world where word of mouth travels fast, your customers are almost certainly already talking about your business. To deliver great experiences, you must identify and understand your customers’ needs and wants, which is why it’s essential to listen to the voice of the customer.

By agreeing to manage your online reputation, you’re likely to collect consumer insights, identify areas of development, and improve your visitors’ experience in the long run.

Head of Marketing at Travel Money Group

There’s no doubt customer experience is an important aspect of the user journey. There are many ways a business can work on its customer experience, but starting with consumer insights can help you better understand which aspect of the journey you need to work on to increase overall customer satisfaction. 

To find out more about consumer insights and how they can help you improve your customer experience, click the link below.

What are consumer insights and how do I use them? An Introduction

The role of customer experience in outperforming industry peers

Consumer Behavior in the Age of Coronavirus: Global Review Trends by Industry -smaller

Consumer Behavior in the Age of Coronavirus: Global Review Trends by Industry

The rise of coronavirus has stopped the entire world in its tracks, causing consumers across the globe to change their purchasing behaviors — and leaving businesses trying to predict the future. Here's a breakdown of consumer behavior trends on Trustpilot.

An in-depth investigation from [Nielsen](https://www.nielsen.com/us/en/insights/article/2020/key-consumer-behavior-thresholds-identified-as-the-coronavirus-outbreak-evolves/) has uncovered a consumer behavior pattern that could help guide businesses through these unprecedented times, identifying six purchasing phases that stem from concerns about the COVID-19 outbreak (and naturally, the resulting newscycle): *Proactive health-minded buying, reactive health management, pantry preparation, quarantined living preparation, restricted living, and living a new normal*.

Though it’s clear that the situation is still evolving, the spending patterns tied to these phases hold up across markets the world over. But exactly how consumers are deciding who to buy from remains to be seen.

Here at Trustpilot, we believe we’re uniquely qualified to shed light on the role of reviews in purchasing behavior in this uncertain climate, so we took a deep dive into global consumer activity on Trustpilot’s review platform in the wake of the recent COVID-19 outbreak. 

__The data shared below was last refreshed on May 20th — we’ll be updating this data at least once per month, so go ahead and bookmark this page before we dive in.__

## What kinds of businesses are consumers researching right now? 

While the types of businesses consumers were most interested in reading reviews about varied by region over the last 30 days, one thing holds true around the world: consumers are very interested in the [experiences of their peers](https://business.trustpilot.com/reviews/build-trusted-brand/why-social-proof-marketing-essential-business-growth) right now. 

__According to a survey of more than 1700 respondents conducted on the Trustpilot consumer website at the end of March 2020:
__
- 33.6% of consumers report checking reviews of businesses and services more frequently than they did before lockdown
- 73% of consumers want to see how companies are handling the virus
- 23% of consumers report decreased trust in companies since the outbreak
- 55% of consumers are more worried about online scams than they were prior to the pandemic

There are plenty of reasons that credible reviews are important to consumers in uncertain times — from a stronger urge to see what fellow consumers are buying in an unprecedented situation, to more skepticism towards unfamiliar businesses, who consumers could perceive as unscrupulous amid economic uncertainty. Perhaps they simply want to confirm that products or services work as advertised, whether it’s a matter of life or death or just adapting to a new lifestyle.

Without further adieu, here’s a breakdown of the trends we saw in global traffic to Trustpilot profile pages by industry from the end of February until now. 

### United Kingdom: 30-Day traffic to business profiles on Trustpilot (April 20, 2020 - May 20, 2020)

UK Consumer Behavior in light of Coronavirus: Profile visits to Trustpilot

UK-Profile-Views-April-6

UK Profile Visits 4/20 - 5/20

In the UK, traffic to Trustpilot profile pages remained relatively steady from February 23rd to March 24th, with __insurance agencies__ and __furniture stores__ receiving more consumer interest than other business categories. It’s possible that consumers felt an increased need to prepare for the unexpected — be it a medical emergency, or being asked to work from home for the foreseeable future, creating more demand for home office furniture.

Though it’s early to say how consumer spending on fashion will evolve in these uncertain times, interest in reviews for __women’s clothing stores__ declined over this time period — at least in the UK.

And despite the obvious embargo on nonessential travel plans in the age of coronavirus, visits to the Trustpilot profile pages of __travel agencies__ saw an upswing towards the end of March. It’s likely that consumers are hoping to adjust their immediate and far off travel plans, or have even heard speculation from [industry leaders](https://skift.com/coronavirus-and-travel/) that life might be back to normal by the summer, and are sussing out whether anyone else is booking new travel plans.

Our data refresh on April 6th revealed that visits to __insurance agency__ profile pages have been on the decline as we moved into the month of April, while visits to the profile pages of __furniture stores__, __pharmacies__, and __fitness and nutrition services__ started to pick up speed as consumers settled into “quarantined living”.

__As of our two most recent data refresh on April 23rd and May 20th__, visits to the Trustpilot profile pages of __furniture stores__ and __garden centers__ are on the rise — most likely reflecting consumers' desire to better equip their homes and gardens for even more time spent at home. 

### United States: 30-Day traffic to business profiles on Trustpilot (April 20, 2020 - May 20, 2020)

Consumer behavior in the US in light of coronavirus: visits to Trustpilot in the last 30 days

April-6-US-Pageviews

US Page Views 4/20 - 5/20

In the US on the other hand, consumer interest on the Trustpilot platform spiked in early March for __toiletries stores__, aligning almost perfectly to an event that moved most consumers from “reactive health management” to “pantry preparation”: Trump’s February 26th press conference on COVID-19.

While a lot of the traffic to __toiletries stores__ can be attributed to [The Honey Pot’s](https://slate.com/news-and-politics/2020/03/the-latest-online-racist-pileup-is-about-vaginal-care-products-at-target.html) profile at the beginning of March, it’s also possible that the surging interest in toiletry stores was brought on by the unprecedented demand for essential bathroom items and perhaps even looking for [alternative sources of hand sanitizer](https://www.cnbc.com/2020/03/03/coronavirus-hand-sanitizer-sales-surge-leading-to-price-hikes.html) and hand soap.

And by mid-March, traffic to Trustpilot profile pages for __financial consultants__ spiked, likely resulting from increased concern about an economic collapse brought on by the coronavirus.  

Our data download from April 6th shows that profile visits to __banks__ spiked in tandem with __financial consultants__ in mid-March, likely as consumers turned to Trustpilot to research their options as the economy struggled. Moving further into the month of April, visits to the profile pages of __clothing stores__, __pharmacies__, and __toiletries stores__ remained steady.

Our 30-day data pulled from April 23rd shows that visits to the Trustpilot profile pages of __clothing stores, financial consultants__ and __pharmacies__ are on the rise. Perhaps US consumers are looking to clothing purchases as a way to boost morale, financial consultants to help prepare for economic uncertainty, and pharmacies to ensure their readiness for any changes in their health. 

Interestingly, visits to the profile pages of __online marketplaces__ saw an uptick around mid April, coinciding with many consumers' pay day and perhaps indicating consumer interest in supporting independent sellers over major brands during this uncertain time. 

__As of our latest data refresh on May 20th__, __clothing stores__ are continuing to receive the bulk of traffic, at least in the US. 

### Central Europe: 30-Day traffic to business profiles on Trustpilot (April 20, 2020 - May 20, 2020)

Consumer behavior in the age of coronavirus in Central Europe

April-6-CEU-Pageviews

CEU Pageviews 4/20 - 5/20

Unlike the United Kingdom, traffic to the Trustpilot profile pages of __travel agencies__ from central Europe saw an understandable decline kicking off around the beginning of March, right after the number of [confirmed cases of coronavirus in Europe](https://www.nytimes.com/article/coronavirus-timeline.html) spiked on February 28th.

And while it’s not necessarily surprising to see an upswing in consumer interest around __gaming service providers__ with most of Europe quarantined at home since early March, it’s interesting that traffic to __jewelry stores__ on the Trustpilot platform is on an incline. Perhaps novelty purchases like jewelry will remain an important part of “living a new normal” as far as consumer behavior goes.

Our refreshed data from April 6th showed that profile visits to __gaming service providers__ spiked towards the end of March in Central Europe, with visits to __cell phone store__ profiles picking up speed as we moved into April.

__Our data pulled on April 23rd__ showed that visits to the Trustpilot profile pages of __gaming service providers__ and __cell phone stores__ remained steady. Similar to the United States, visits to the profile pages of __online marketplaces__ saw an uptick around mid April in Central Europe, perhaps indicating consumer interest in supporting independent sellers over major brands during this uncertain time. 

__As of our latest download on March 20th__, the Trustpilot profile pages of __cell phone stores__ and __online marketplaces__ continue to go strong — with the addition of __shoe stores__. As Europe transitions into life after lockdown, it stands to reason that consumers might want to equip themselves with new shoes for some much-needed summer adventures.

### Australia and New Zealand: 30-Day traffic to business profiles on Trustpilot (April 20, 2020 - May 20, 2020)


Consumer behavior in the age of coronavirus: Australia and New Zealand

April-6-ANZ-Pageviews

ANZ Pageviews 4/20 - 5/20

Despite placing [restrictions on international travel](https://www.ft.com/content/65b88a38-6339-11ea-b3f3-fe4680ea68b5) back in February, and advising against non-essential domestic travel in late March, visits to the Trustpilot profile pages of __travel agencies__ were consistently high from February 23rd to March 24th in Australia and New Zealand.

It’s likely that consumers anticipated changing their travel plans in light of these restrictions, and were eager to see how __travel agencies__ had dealt with fellow travellers in the same situation.

Visits to the profile pages of __travel agencies__ reached a peak in late March within Australia and New Zealand, and is starting to decline as we move into April. 

Visits to __hobby store__ and __furniture store__ profile pages, however, saw an uptick at the beginning of April as consumers down under began to adjust to “quarantined living”.

__As of our most recent data refresh on April 23rd__, visits to the Trustpilot profile pages of __clothing stores, furniture stores__ and __hobby stores__ are on an incline in Australia and New Zealand. It's possible that consumers are looking to clothing purchases as a way to boost morale, and are investing more time and attention in equipping their homes with comfortable furnishings and leisure activities to do.

Similar to the United States and Central Europe, visits to the profile pages of __online marketplaces__ saw an uptick around mid April in Australia and New Zealand, perhaps indicating consumer interest in supporting independent sellers over major brands during this uncertain time.

__Our two most recent data downloads from April 23rd and May 20th__ showed that visits to the Trustpilot profile pages of __clothing stores__, __furniture stores__ and __hobby stores__ were on an incline in Australia and New Zealand. It's possible that consumers were looking to clothing purchases as a way to boost morale, and are investing more time and attention in equipping their homes with comfortable furnishings and leisure activities to do.

## What kinds of businesses are customers leaving reviews for right now?

In the best of times, consumers tend to [leave reviews for a few key reasons](https://business.trustpilot.com/reviews/learn-from-customers/why-do-people-write-reviews-what-our-research-revealed): in hopes of offering guidance to others like them, alerting businesses to issues with their products or services, or delivering constructive feedback about what they need from a business.

On top of the above reasons, now more than ever customers are likely to leave reviews to foster a sense of community in the midst of isolation, or to exercise the power of the consumer voice, whether that’s thanking a business for performing under immense strain or calling out those who might exploit the situation to the detriment of others.

Here’s a breakdown of the most reviewed business categories on Trustpilot in the wake of coronavirus.

### United Kingdom: 30-Day consumer review activity on Trustpilot (April 20, 2020 - May 20, 2020)

Consumer behavior in the age of coronavirus: review activity in the UK

apr6-UK-organic-reviews

UK Review Activity 4/20 - 5/20

In the UK, __courier services__, __energy suppliers__, __utilities companies__, __furniture stores__, and __insurance companies__ received the most reviews from February 23rd to March 24th. 

__Travel agencies__ saw a spike in customer reviews towards the end of March, likely as customers wrote in to share their customer service experiences around COVID-19-related travel plan adjustments.

As of early April, __courier services__ and __gas companies__ were seeing the biggest spike in review activity in the UK. Meanwhile, review activity for __energy suppliers__, __electric utility companies__, __insurance agencies__, and __furniture stores__ remained steady.

__As of our two most recent data refresh on April 23rd and May 20th__, __courier services__ continue to receive the bulk of reviews left in the UK, with __garden centers__ seeing an uptick in review activity towards the end of the month. Interestingly, __pet stores__ saw a spike in review activity in the very first week of April.

### United States: 30-Day consumer review activity on Trustpilot (April 20, 2020 - May 20, 2020)


consumer behavior in the age of coronavirus: review activity in the US

apr6-US-organic-reviews

US Review Activity 4/20 - 5/20

In the US, __clothing stores__, __hobby stores__, and __travel agencies__ received the lion’s share of customer reviews amid coronavirus uncertainty from February 23rd to March 24th.

Moving into April, __clothing stores__ and __travel agencies__ saw declining review activity in the US, while reviews left for __hobby stores__, __financial consultants__, and __furniture stores__ remained steady.

__Our 30-day data refresh on April 23rd__ showed that visits to the Trustpilot profile pages of __hobby stores__ received the bulk of review activity in the US, while __clothing stores, financial consultants,__ and __furniture stores__ saw an uptick in reviews towards the end of April. 

__As of May 20th__, __clothing stores__ and hobby __stores__ continue to see the most review activity in the US with a noticeable spike in the first week of May — likely after consumers received some of the fashion and hobby items they purchased to help them make the most of their new lifestyle. 

### Central Europe: 30-Day consumer review activity on Trustpilot (April 20, 2020 - May 20, 2020)

consumer behavior in the age of coronavirus: review activity in central Europe

apr6-CEU-organic-reviews

CEU Review Activity 4/20 - 5/20

And in central Europe, __courier services__, __cell phone stores__, __travel agencies__, and __gaming service providers__ received the bulk of the customer reviews left on Trustpilot from February 23rd to March 24th. 

Interestingly, European consumers are more interested in writing reviews about __courier services__ than they are in reading reviews about them in a time of crisis — at least for now.

From the beginning of April, __courier services__, __cell phone stores__, __travel agencies__, and __gaming service providers__ received the bulk of reviews left on Trustpilot in central Europe.

__As of our latest data pull on May 20th__, __courier services__, __cell phone stores__, __gaming service providers__, and __garden centers__ are seeing the most review activity in Central Europe.

### Australia and New Zealand: 30-Day consumer review activity on Trustpilot (April 20, 2020 - May 20, 2020)


Consumer behavior in the age of coronavirus: review activity in Australia and New Zealand

apr6-ANZ-organic-reviews

ANZ Review Activity 4/20 - 5/20

Australia and New Zealand saw similar trends to the UK, with reviews left for __travel agencies__ increasing in tandem with traffic to their profile pages, as customers wrote in to share their experiences with travel agencies in the wake of the initial COVID-19 outbreak.

__Hobby stores__ received the second greatest number of customer reviews from February 23rd to March 24th, followed by __clothing stores__ — reviews for which seem to be trending upwards, perhaps as consumers settle into their “new normal” and find themselves with more time to leave feedback.

By the beginning of April, reviews left for __travel agencies__ were starting to decline in Australia and New Zealand, while reviews left for __hobby stores__ and __car accessories stores__ picked up speed in the region.

__As of May 20th__, __hobby stores__, __travel agencies__, and __clothing stores__ are receiving the most review activity in Australia and New Zealand, as travel restrictions begin to ease up and consumers transition out of life under strict lockdown.

## The value of reviews in uncertain times

From our perspective, the value of reviews is significant [in times good or bad](https://business.trustpilot.com/reviews/build-trusted-brand/the-importance-of-trust-in-uncertain-times) — and consumer activity on Trustpilot’s platform in the wake of the COVID-19 outbreak echoes that sentiment. As it turns out, reviews can help businesses and consumers in equal measure in times of crisis and uncertainty.

For consumers, reviews provide reassuring transparency as a way to read about the real experiences of peers when it’s hard to know who to believe, and harder than usual to rely on a personal network. They also give consumers a voice, allowing them to thank businesses performing well under difficult times, or cry foul about a business exploiting the situation. [Open review platforms](https://business.trustpilot.com/reviews/inside-trustpilot/creating-a-culture-of-transparency-and-trustworthiness-with-trustpilots-new) are particularly valuable at times like these, because at their best, they can help foster a sense of community in a time of social isolation.

For businesses, reviews are a way for the customer experience heroes to shine. — through the voice of consumers, businesses that rise to the occasion can have their actions amplified to many other prospective customers. Reviews can also aid businesses in real-time understanding of customer needs. This can be especially valuable during rapid and unpredictable change, and can even help companies smoothly adapt to new channels and audiences.

In the worst of times, consumers want to engage with businesses who care, so now is the time to get closer to your customers and start showcasing your reputation.

THUMBNAIL: Consumer Behavior in the Age of Coronavirus: Global Review Trends by Industry

Consumer behavior in the age of Coronavirus: Global review trends by industry

Consumer insights and review tagging with trustpilot

Collecting and tagging reviews with Trustpilot allows you to collect valuable insights which can help you identify key areas of development within the business.

By using tags to filter review content by relevant topics related to your product or service, you can easily get an overview of your reviews and identify specific issues that you would like to investigate further. Review tagging can be an extremely valuable tool when it comes to getting a better understanding of your company's strengths and weaknesses, based on customer feedback. These inishgts have the power to improve your customer experience, increase loyalty, and help you retain new visitors.

## What is review tagging and how does it work?

Tagging simply means labeling your customer reviews with different topics, and using it as a tool to filter your reviews for further analysis.

Trustpilot offers two different ways of tagging. The first one is __automatic pre-tagging__ based on information you already know about your customers prior to their reviews, such as bought product, type of customer, sales rep, and more.

The other type of tagging is __manual tagging__ based on review content, for example customer service, delivery time or other subjects that your customers would usually write about in a review.

You can learn more about __how to tag in practice__ in the article [Tagging and pre-tagging service reviews](https://support.trustpilot.com/hc/en-us/articles/203840856-Tagging-and-pre-tagging-service-reviews), where we focus on the manual tagging based on the actual review content.

 
## Getting started: How to collect valuable insights to boost customer loyalty 

We have listed a few important steps below for you to follow in order to get most out of review tagging.

 
### 1. Find a purpose and set realistic targets

To decide which tagging categories you should have, it is important to figure out the exact purpose of organising review data by tags, and which goals or targets you need to reach to fulfill that purpose.

For example, an overall purpose could be __creating value by increasing customer loyalty__. Based on that long-term goal, you would set a 15% increase in customer satisfaction target, which would be measured by an increase in the TrustScore on your Trustpilot profile.

The purpose should serve as an overall guideline for how you set up your tagging categories. For instance, you could use the tags to investigate the top 3 reasons for customer satisfaction and dissatisfaction (e.g. for all 1-2 starred and 4-5 starred Trustpilot reviews), to better understand what needs to change in order to increase customer satisfaction.

It's important to be realistic when setting targets. Trustpilot reviews are a great source of information and will help you get a better understanding of how your customer experience and customer service work, and how your products are performing. 

### 2. Choose tagging categories

So you've found a purpose/goal and have set realistic targets. You know what insights you'd like to gain, and how these would help you better your business. It’s now time to define your tagging categories.

The first step towards success is to ensure that your categories aren't too broad or too narrow. It's important to get the right balance in order to get the correct amount of information when tagging reviews, and enough data related to each tag. 

A good way to work around this is to go through the latest 50-100 customer reviews and find the 5-10 most important topics (that are aligned with your purpose as well). This way, your tags will be based on real reviews topics, rather than your assumptions of what the reviews are about.

Your review tagging can be managed in the Trustpilot Business Portal as explained in this [Support article](https://support.trustpilot.com/hc/en-us/articles/203840856-Tagging-and-pre-tagging-service-reviews).

__Example: optimising online support __

Over the last few months, you've experienced customer complaints about your response time and the quality of your online support service, but you don’t know how big the problem is, and whether or not it is worth spending resources on optimising it. 

By creating specific online support tags such as ‘Response time’ and ‘Support quality’, and tagging all customer reviews with these, you can measure exactly how many customers raise these issues, and further investigate and analyse them. This allows you to work on fixing these issues with the help of valuable consumer insights.

### 3. Analyse review data and take action

Your tags and review data can be exported from the Business Portal as a .csv file. When doing so, you can choose the date range of the reviews you want to export.

Once your data is exported, you can start looking into the reviews related to your tagging categories, and investigate which parts of your business need to improve. For example, you can drill down all reviews with 1 or 2 stars and filter the top 3 most used tags for these reviews, or look deeper into the content of reviews with a specific tag. You can also see where you are doing well and showcase positive reviews internally.

The insights you've collected from review tagging can then be used by your support and customer service teams to focus on improving these areas of development.

### 4. Share your insights across the organisation

Sharing your review insights with other departments or with specific colleagues is an important part of creating a better understanding of your customers’ needs and experience with the rest of the organisation. 

Getting a better understanding of how the customer experience works can be valuable for many teams in your business, from front end customer service and sales functions to backend website developers. It's an important step towards becoming a truly customer-centric organisation.

So, in order to get all relevant stakeholders on board, we recommend taking time to advise how they can use your customer feedback insights, and discuss how the takeaways should be presented to them in order to improve the way teams work together across the business.

If your teams work well together, chances are you will be delivering better customer experiences and better customer service too.

Head of Marketing, Media and Sponsorships at Youi

We hope these tips helped you. If you'd like to learn more about the importance of consumer insights in today's environment, read our short guide by clicking the link below.

using review tagging to collect insights

Identifying areas of development with consumer insights

How to improve customer experience

Today, a successful customer experience strategy should be enjoyable from the customer’s point of view while also leading to sales. Building great customer experiences means investing in your own customers and making sure their journey is seamless, from the top of the funnel to checkout. 

In this article, we’ll cover seven effective ways you can improve your own customer experience to improve conversions and encourage customer loyalty.

## 7 Steps to better on-site customer experience

### 1) Have a top-notch search bar

A good search bar will considerably improve your customer experience. Indeed, an eConsultancy study found that [30%](https://econsultancy.com/four-reasons-why-site-search-is-vital-for-online-retailers/) of visitors use the search bar to find products on eCommerce sites.

Why? Simply because not every visitor starts at the top of the funnel. Some may have done some research on social channels, some may have seen you on other media, some may have heard of you through word of mouth. The point is, a search bar allows these people to skip past the customer journey to directly arrive on your product page, and eventually, your checkout page.

When customers are able to find what they need faster, their level of satisfaction tends to increase, automatically boosting your chances of converting that customer. 


### 2) Consider a live chat

What is more frustrating than not being able to get in touch with a company when you need assistance or have a question?
We’ve all been there, and I think it’s safe to say live chats have revolutionised customer service, and therefore customer experience. According to [this infographic from Websitebuilder](https://websitebuilder.org/live-chat-infographic), live chat grew by about 400% from 2015 to 2018.

Today, a higher percentage of website visitors simply choose to chat with agents for help rather than email or call. Why? It’s fast, easy, and doesn’t cost the user anything. Most importantly, your website visitor will likely get an answer instantly. 

And did you know live chats have the highest customer satisfaction rate ([92%](https://99firms.com/blog/live-chat-statistics/))? For this reason, live chats are an effective way to engage with new or existing customers and solve their problem faster, potentially leading to increased or repeat sales. Generally speaking, they also tend to decrease the chances of a visitor leaving your site and increase the chances of converting instead.  In fact, customers who chat before purchasing online have a [40%](https://neilpatel.com/blog/live-chat/) higher conversion rate.


Norwegian Airlines offers a live chat option to help their customers out

live chats improve customer experience

### 3) Don’t forget customer reviews

Today, [89%](https://uk.business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews) of global consumers check online reviews as part of their online buying journey, and 49% of global consumers consider positive reviews one of their top 3 purchase influences. Collecting and implementing customer feedback throughout your website can help guide first-time visitors and existing customers. 

How? By making sure consumers choose you over your competitors.

We all know it, it’s getting easier for consumers to compare businesses online. This only makes it more difficult for brands to stand out from the competition, and retain customers over time. 

That’s why showcasing customer reviews on-site and at different touchpoints of the user journey is likely to reduce your bounce rate and increase your conversions by providing visitors with more information about your company, your products, and your customer service. 

Customers are always going to conduct their own research - by giving them the information up front, they won’t have a reason to leave your site.

product page customer reviews

Get in touch to discuss how reviews can improve customer experience

### 4) Keep an eye on your website's speed

Did you know that [53%](https://www.hobo-web.co.uk/your-website-design-should-load-in-4-seconds/) of visits are abandoned if a site takes longer than three seconds to load?

Ridiculous? Maybe, but with the internet getting better and faster by the minute, consumers’ expectations have changed. A slow load time will also hurt you on google, as loading speed has recently become a search ranking factor.

With this in mind, it’s so easy to see how your website’s speed can have a direct impact on your customer’s experience, your visibility, and therefore, your sales. 

Run a website speed test with a tool like Pingdom, and find out how you can improve your page load time today.

This will drastically improve your customer experience, and the better the experience, the more likely consumers are to stay on-site and shop!

### __5) Personalise your content__

Did you know that [75%](https://www.campaignmonitor.com/blog/email-marketing/2019/07/personalization-isnt-just-hi-your-name-anymore/) of consumers are more likely to buy from a retailer that recognises them by name and recommends options based on their past purchases?

Rings a bell?

Amazon recommends products based on past purchases 

personal recommendations improve customer experience

Personalisation will make the user feel special and understood. Helping customers find what they need, faster, is likely to improve your overall customer experience.

Gartner says smart personalisation could also enable digital businesses to increase their profits by up to 15% in 2020, so maybe it’s time to start improving your personalised content?

### 6) Make sure your checkout is fast and easy

[22%](https://www.barilliance.com/10-reasons-shopping-cart-abandonment/) of consumers abandon their cart when having to create a new user account at checkout. 

That’s why fast and guest checkouts are *the future* of eCommerce retail.

Letting consumers checkout without creating an account is likely to keep them engaged until the end of their journey. 

This might not seem like such a big deal to you, but going through the additional step of account creating can push the visitor away.

Amazon masters the art of checkout, so why not consider creating a single-step checkout too? You can always send a post-purchase email and ask your customers to create a password then.

### 7) Offer multiple payment options

You might think your audience is all the same, but the truth is, it’s not. 

Your customers might have a similar lifestyle and like the same kind of products, but that doesn’t mean they’re the same. And in fact, the more traffic your website gets, the more likely it is your visitors are *very different* types of people.

Paypal found that [24%](https://www.paypalobjects.com/webstatic/mktg/pdf/PayPal_Checkout_Best_Practices.pdf) of consumers abandoned their transactions at checkout because the retailer didn't offer their preferred payment choices. Offering multiple payment options (credit and debit cards, mobile payment, third-party payment sites…) at checkout has become a necessity. This ensures most of consumers from your audience are covered and will be able to buy from you. 


ASOS accepts all kind of payments - different types of cards, Apple Pay, Paypal,  And even Klarna (pay later).

payment methods can improve customer experience

The more payment options you accept, the more convenient and easy it to buy from your website. And that only means one thing for your visitors: *a better customer experience*.

These 7 tips will help you improve customer experience for both new and existing customers by making their journey as seamless and efficient as possible. 

We hope you found this article insightful, and we’d love to know what else helped your business improve its customer experience? 

Tell us what worked for you! Tweet us at @Trustpilot using #onTheBlog, or download our Complete Guide to Reviews below, and learn how Trustpilot can help you improve your website's customer experience.



7 Ways to improve customer experience on your website

Why do people read reviews?

Our UX team interviewed Trustpilot users to understand why consumers write and read reviews as part of ongoing research to improve our efforts and products. In this two-part article, our UX analyst goes over the results that our research revealed.

[Reviews open up a world of possibilities](https://uk.business.trustpilot.com/features). They help consumers make smarter choices and are instrumental to improving companies. And that is music to our ears.

After all, as UXer’s, it’s our job to provide a better review experience for everyone. How? By improving our products and services through thoughtful design.

Like the Marco Polos or John Cabots of the world, we, the Trustpilot’s UX team, like to think of ourselves as curious minded people, keen to explore. While you might think the review space lacks much of interest (the grandeur of subcontinents, the perils of circumnavigation or the beauty of hidden treasures, to name just a few), to us, it’s fascinating territory in its own right.

To achieve our goals, the UX team spends a lot of time talking to users, doing one-on-one interviews, running surveys, testing concepts, prototyping and digging into stats and trends.

Ultimately, these efforts have placed our focus on two pivotal questions:

* What motivates people to read reviews?
* What motivates people to write reviews?

From our research, we’ve come across some fruitful insights. In this article, part 1, we’ll be discussing what the research revealed regarding why people read reviews.

## So, why do people read reviews?

### In a world filled with decisions, reviews offer simple, relevant guidance ### 

Which series should I watch on Netflix next? Which insurance provider is best for me and my family? What hip, new restaurant should I take my Tinder date to? These quandaries may sound familiar - in this day and age, it’s common to feel bombarded by choices.

Decisions, even minor ones, can be difficult and tiresome, particularly when we’re presented with so many options. Humans can only process so much information at once.

Enter reviews.

Consumer reviews, and popular opinion in general, sum up the wisdom of the general population and serve it as a means of collective intelligence, giving shape and structure to the wealth of information out there.

People read reviews to guide them in their decision making process:

As one of our surveyed consumers said:

"I like the way consumers share their own views and what they have experienced regarding what they have purchased. It helps enormously to make a quick decision."

### When experiences reign supreme

An increasing number of consumers are spending more of their income on experiences, like  travel and entertainment. Experiences can’t be exchanged - so experiential reviews hold a lot of weight.

After all, not every business fulfills their promise, and consumers don’t want to end up disappointed and sans cash or worse. So before purchasing, consumers look to reviews to tell them a story about a company -  is the business likely to dazzle or to deceive?

According to one consumer:

"Reading individual anecdotal reviews is often very revealing....  Shops & services talk a good game online, but sometimes it's all just waffle & fluff - you get to know what these companies are REALLY like and whether their employees cut the mustard."

### Chasing the perfect product

Consumers are also more likely to consult reviews if they’re purchasing a product from an unknown brand, or to assess quality if the product is new to market. Reviews also matter more if a consumer feels the purchase is expensive. For example, reviews are sought after for high ticket items such as electronics or home appliances.

Similarly, consumers are very interested in reviews of personal health and fitness products and services. While consumers are keen to try new things, there’s also often a degree of skepticism. As one surveyed shopper put it: “Everyone reads reviews when they want to try something new"

Of course, [when consumers trust the information they find](https://us.business.trustpilot.com/reviews/build-trusted-brand/7-copywriting-secrets-to-be-more-trustworthy-and-convincing), it’s easier for them to weigh their options and make a smart decision.

### Trustworthy reviews take the cake

When it comes down to it, reviews are only meaningful if they can be trusted. Verified reviews allow consumers to get a trustworthy sense of how companies treat their customers. Reputable reviews make it much easier to figure out which businesses to avoid, saving consumers time and hard earned money, two very precious resources.

As one consumer put it: reviews help you “gather a true idea about companies before parting with your money.”  

To sum up - people read reviews because they:

* Offer valuable guidance from people who’ve used the service or product
* Make it easier for shoppers to decide
* Attest to a company’s reliability
* Indicate what’s the best and worse that could happen
* Give consumers insight about product quality

You can see why over [88% of consumers trust online reviews](http://searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations-195803) to make informed purchases.

Our research is yet another example of the change in consumer behavior. [Traditional advertising doesn’t have the weight it used to](https://www.nielsen.com/uk/en/press-room/2015/consumer-trust-in-traditional-advertising-declines-in-uk-while-a-recommendation-from-friends-remains-most-credible.html). Consumers are smarter, they have more information at hand, and they like to feel like they’ve made the right decision when it comes to making a purchase. An advertisement doesn’t help a consumer make a purchase, it merely gives them another options. Reviews, recommendations, and personal experiences carry a much higher value for consumers who take the time to be more deliberate with a purchase.

Businesses should be taking advantage of this and utilize reviews in their marketing, sales, advertising, and even customer success. Make customers happy and they’re likely to spread the word on your behalf. Better still, we’ve learned that customers are actively looking for reviews, so why not give them what they want?

Sparked your interest? 

[Read part 2 of our research](https://uk.business.trustpilot.com/reviews/learn-from-customers/why-do-people-write-reviews-what-our-research-revealed), and watch our latest video to find out a little bit more about Trustpilot and request a demo by clicking the link below.

Find out why reviews are key to any company's success

Why do people read reviews? What our research revealed

why do people write reviews?

The top three reasons customers write reviews are to help others make a better buying decision, to share an experience, or to reward a company for good performance. This ranking holds true for both men and women internationally.

As we learned in part 1 of this article series, consumers read reviews because reviews:

* Offer valuable guidance from people who’ve used the service or product
* Make it easier for shoppers to decide
* Attest to a company’s reliability
* Indicate what’s the best and worse that could happen
* Give consumers insight about product quality
* Essentially, consumers read reviews because they trust reviews and they believe that reviews will help them make the right decisions when making a purchase or choosing a company.

But there’s another side to this formula. It’s easy to understand why people read reviews but what’s the motivation behind people that write reviews? That question will give us insight into the reviewer/review-reading dynamic to help us understand the changing environment of consumers - and how creation and consumption of reviews fit within that environment.

### Why do people write reviews?

Although [many people need a nudge to write a review](https://www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews), there are lots of reasons why people write reviews of their own accord, too. 

According to another recent consumer report from Trustpilot, the __top three reasons customers write reviews are to help others make a better buying decision, to share an experience, or to reward a company for good performance.__ This ranking held true for both men and women internationally.

When we looked at this question by geography, a different story emerged. For U.S. customers, the primary motivation for 67% of consumers is simply sharing an experience, while in Europe, 65% of consumers are hoping to positively impact others' buying decisions.

Let's take a look at some of the highlights from our interviewees. 


### Emotional Appeal

> “Reviews are kind of like an on-demand emotional type of thing” - a surveyed shopper

Ever heard the saying, ‘If you can’t say anything nice, don’t say anything at all’? While the sentiment behind this adage may be well intentioned, it doesn’t inform the psychology behind reviews.

Our research shows that consumers are more inclined to write reviews when the experience they’ve had strikes an emotional chord, whether positive or negative. If a consumer has had a very poor experience, they’ll write a review in order to vent frustration and anger, especially if they feel personally mistreated or wronged.

In the same manner, if a consumer has had an exceptionally good experience, they’re likely to applaud the company with a good review to help the company succeed. This is more frequently the case when the company is small and locally run.



### Expression and empowerment

Not only are reviews reflective of a certain emotional tenor, they’re also, in their purest form, a means for consumers to express themselves. In the words of one reviewer: reviews are “a great way to voice your opinion and let people know about your experiences when dealing with companies and businesses around the country - fabulous!”

Essentially, reviews offer consumers a public outlet to voice their opinion. Reviews provide consumers a chance to tell their side of the story and have it heard by their peers and the businesses being reviewed.

Consumers feel empowered as their opinions put bad companies to shame, highlight companies that stand out amongst the crowd, and more broadly contribute to improving businesses everywhere.

### I review therefore I am

Reviews can also serve to feed the ego, by giving reviewers the opportunity to be recognized and acknowledged by their peers.

By writing reviews, consumers can dispense their knowledge, show connoisseurship or expertise and thereby improve their standing in the eyes of their fellow shoppers. There’s a sense of satisfaction that comes from knowing what you’ve written has benefitted others. It’s a powerful feeling.

### Sense of Community + Altruism

> “...it's good that people have read my review. It helps influence their decision if they want to buy with the company or not."   - a surveyed shopper

By extension, review writing can foster a communal ethos, a sense of common stewardship. For many, reviews are a consumer’s chance to contribute to a good cause, so reviewers feel like they belong to a community of like minded people.

Taking part gives people a sense of kinship and integration.It’s nice to know that your opinion has the power to help others, and that together, you’re potentially making the world just a little bit better in your own way.  

### In Conclusion

When it comes down to it, we’ve found several motivations for writing reviews:

* Venting frustrations if the experience was negative
* Praising and helping the company if the experience was positive
* Having a need to express oneself and feel empowered in doing so
* Wanting to be recognized or acknowledged for having certain knowledge/taste
* Feeling part of a community and wanting to give back

This coincides with the reasons we found as to why people read reviews. If consumers write reviews with honesty, passion, and a sense of community behind them, then consumers reading reviews also understand that reviews come from a place of honesty and trustworthiness.

Consumers trust reviews because they knew if they left a review, it would be honest and created to better inform future consumers. It’s a self-serving community in the best of ways and it can benefit businesses as well.

We know that reviews have many tangible benefits - they help businesses attain GSRs, have helped clients improve their conversion rates and bottom lines, but the biggest benefit is that reviews help both consumers and businesses. Reviews ensure that the best businesses are rewarded by new and repeat consumers and businesses are encouraged to present themselves and their products in the best way possible.

Businesses should be taking a customer feedback or review management strategy into consideration but they should also adopt a customer-first business strategy. If businesses aren’t serving their customers well, their customers will find alternative options. By focusing on how to best serve customers, businesses will be rewarded with good reviews, and as a result, more business. Now that we understand the why and what of reviews, we can better serve our clients and the consumers relying on our reviews.

Find out why people write bad reviews, and how your business can learn from them to grow, improve, and innovate – read our Bad Reviews report. 

Man looking out at mall

Why do people write reviews? What our research revealed

customer service you can implement today covid-19

Helping customers is such an essential part of your customer experience strategy but did you know it’s also essential to your marketing strategy? Here are 6 types of online content you can create to support customers throughout the journey. 

In uncertain times, it's important for businesses like yours to always think about how you can deliver value to shoppers and customers. After all, your customers are your company’s most precious asset. If a business doesnt treat its customers well, its reputation might spread, shrinking the customer base, making it harder to acquire new customers when things get back to normal.

Customer service is something every busienss has thought about before, yet it often gets pushed down the list when more important things are coming up, especially in times of crisis.

What if we told you that your customer service strategy could be immensely __valuable to your marketing department in difficult times?__

In the current climate, the right customer service strategy will help your business keep customers happy, and will bring your customer service team more insights on what you could improve right now. This also allows your marketing team to use happy customers to amplify marketing efforts.

In this article, we’ll run you through different types of customer service, and how you can create useful, unique and relevant content for each of them in order to deliver seamless experiences, even in times of uncertainty.

## Online customer services you can implement right now

### 1. FAQs

When your customer service team is repeatedly answering the same questions, it’s time to consider creating a Frequently Asked Questions (FAQ) section on your website. It’s a useful and easy way to add unique, relevant content and assist confused customers in the middle of their purchase journey.

An FAQ page lets you address common pain points to reduce the number of calls. We highly recommend organising your FAQ page by categories, to help your customers find the answer to their question faster, and understand your product or service better. It’s also recommended to make your FAQ pages accessible from any of your channels, such as a website, blog, social accounts. This will save both you and your customers a lot of time.

When first developing a FAQ, start by polling your customer service department and directly reaching out to customers to find the most common and important questions prospects may have.

Trustpilot’s tips:
* Make the FAQ page easy to navigate by creating different categories of questions and showing related questions on individual pages.
* Consider answering some of the questions in a tutorial, a short video, or by leveraging images to clarify your answers.
* Add a search bar that anticipates your customers’ questions as they type.

M&S COVID-19 FAQ

### 2. Demos and webinars

If you’ve recently spent some time on social channels, you’ve probably noticed that video has taken over the internet. Video is a great way to share information quickly, clearly and efficiently, especially whilst we're all on lockdown. It’s also extremely useful for visual learners.

To keep your viewers engaged, aim for 1-minute long videos when it comes to demos, tutorials, or help videos, and half-an-hour for webinars, which can be dedicated to teaching customers how to make the most of your service or product.

__Trustpilot’s tips:__
* Create short explainer videos to help your customers find what they’re looking for.
* Keep the videos short to keep your customers fully engaged.
* Share your most popular and useful videos on social channels.

### 3. Social support

Your social media accounts might not be the first thing that comes to mind when you think of customer service. However, when looking for answers, customers will be checking all of your brand’s channels. If they’re using Google to look for you, your social channels might be one of the first ones to show up, so it’s important to make sure you’re meeting expectations.

Social media has become an essential tool to reach out to customers and to help them too. Your social media manager or community manager should be trained to answer any question your customers can have or to guide them to the right place to get an answer to their question. By being responsive and helpful, you’re publicly showing potential customers how committed you are to your audience.

__Trustpilot’s tips:__
* Make sure that someone is constantly monitoring your social accounts and responding to customers as quickly as possible.
* Recycle your FAQ’s content and explainer videos on your social channels.
* In doubt, always share your customer service team’s contact details.

### 4. On-site help

On-site live chats are another great customer service tool to engage with your existing and potential customers. They offer real-time convenience to customers and help your customer service team build stronger relationships with online shoppers.

Helping your customers out in real time also means your business is more likely to resolve their issues faster, keeping them engaged and interested, and increasing their confidence directly on your product page. This will also help your customer service team move through requests and complaints faster than usual.

Did you know that 44% of online consumers say that having questions answered by a live person while in the middle of an online purchase is one of the most important features a Web site can offer? It's also [advised to implement live chat](https://blog.kissmetrics.com/how-live-chat-can-maximize-conversions/) on pages that are converting at a 2% rate or less right now.

__Trustpilot’s tips:__
* Don’t make the access to the chat over-complicated. Ask for your customers' email addresses and order numbers, that should be enough to get the conversation started.
* Make the chat a pop-up widget on the right-hand side. You don’t want your customers to be looking for assistance, you want them to know it’s always here for them if they need it.

screenshot-from-nasty-gal-chat

Nasty Gal's chatbot

### 5. Email

Is email too impersonal to deliver great customer service?

We don’t think so. Email is a great way for customers to know they will be getting an answer to their question, especially when faced with closed live chats and closed phone lines outside of working hours.

Ever needed to chat to a customer service team after 6pm? Yes, we’ve all been through this, and it’s a struggle. Especially in difficult times.

This is why the safest way to contact a customer service team is still email.

The key to a great customer service via email is to come across as a friendly brand who really cares, no matter the circumstances. Things are easily misinterpreted by email, so it's important to be extremely careful. You should also ensure that the first reply comes as soon as possible. Even if the message is merely to let the customer know you've received their request, it shows that your customer’s question or issue is being addressed.

__Trustpilot’s tips:__
* Use your customer’s first name, and whatever the issue is, always, always apologise.
* Offer one or more (ideally, more) solutions to your customer’s problem.
* If the customer replies to your email, make sure the same customer service assistant picks up the conversation. There’s nothing worse than having to explain your problem all over again. 
* We're all a little tense right now, so most of all, be kind and understanding.

### 6. Customer reviews

Word of mouth is one of the most powerful tools a company can use today. The truth is, [84% of consumers](https://www.clickz.com/84-percent-of-millennials-dont-trust-traditional-advertising/27030/) do not trust advertisements anymore. Indeed, this year, we observed an 11% decline in trust globally, with only [71%](https://uk.business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews) of people admitting they trust consumer brands.

Today, 89% of global consumers check online reviews as part of their online buying journey, and 49% of global consumers consider positive reviews one of their top 3 purchase influences.

Collecting reviews is an easy way to create fresh, up to date, and helpful content every day, as well as build a strong customer service using your own customers’ voice.  

Some common questions are often answered in your customers’ reviews such as product quality, delivery, or a company’s return policy. Utilising reviews as a customer service tool allows you to answer some of your visitors’ questions via user-generated content. By encouraging your customers to leave reviews, and by showcasing your customers' feedback, you’re [helping other customers](https://us.business.trustpilot.com/reviews/how-to-turn-reviews-into-referrals-and-ultimately-more-sales) who might be looking for additional information. 

Online reviews are also another great tool to assist customers having issues with their order, or to thank loyal customers. Indeed, third-party review platforms allow you to interact with customers leaving online reviews, answer their questions, and help solve their issues.

__Trustpilot’s tips:__
* Encourage your customers to leave feedback by sending them review invitations.
* Use your customers’ feedback as insights to identify what your customer service team could improve
* Use [user-generated content](https://us.business.trustpilot.com/reviews/how-to-use-user-generated-content-marketing-to-reach-and-convert-millennials) to answer some of your new visitors’ common questions.
* Don't forget to showcase your online reviews across different channels and touchpoints of the journey to [improve engagement and conversion rates](https://us.business.trustpilot.com/reviews/how-to-channel-customer-feedback-to-drive-conversion).

customer reviews

Providing different types of customer service in difficult times can help keep your customers engaged, convert more, reduce churn and turn existing customers into loyal brand advocates.

We understand it's a difficult time for every business out there, but delivering great customer service is more important now than ever before.

With Trustpilot's Zendesk extension, you can manage Trustpilot reviews from within Zendesk's customer engagement platform, and make sure you deliver the best service possible to all of your customers.

Sounds interesting?

Learn more about our Zendesk integration today!

6 Types of online customer service you can implement today

customer experience in difficult times

good customer experience is essential

Customer experience is a hot topic today. Customer standards are higher than ever for every interaction they have with your business. Learn why offering a stellar customer experience is important to your business and how it may help drive more sales.

Learn From Your Customers