There is an interesting court battle in progress on the subject of anonymous customer reviews. In my humble opinion, each side has something important at stake:
- If you, as a customer, are dissatisfied with a product, shouldn’t you have the freedom to express your opinion publicly without having to worry about backlash from the company? If so, reviewing anonymously helps to avoid possible backlash.
- If you, as a business owner, have your reputation destroyed by fake anonymous reviews, shouldn’t you have the opportunity to defend your reputation? If so, competitors or enemies can abuse review anonymity in an effort to tarnish your reputation.
Pros and Cons
Personally, as a customer, I only review a product if I’m pleased with the product. If I’m dissatisfied with a product, I simply don’t review the product, don’t use the product again, don’t advise anyone to use that product, and don’t ever buy that brand again. I don’t say bad things about the product or company. I’d rather spend my time saying good things about products and companies that I like.
But, also as a customer, if I were about to make a major purchase, I’d really appreciate a heads-up from prior customers who were dissatisfied with a product. When valid, those critical reviews can be quite helpful. Customers are less likely to post honest bad reviews if they can’t do so anonymously or if they may be subject to lawsuits from the company that manufactures the product.
On the other hand, as a customer, I don’t want to be swayed by fake negative reviews from competitors. Anonymous reviews allow for this type of abuse.
In today’s world, business owners need honest customer reviews because consumers are consulting online reviews prior to making purchases. The customer review system only has integrity when it allows for both favorable and critical reviews. Anonymity helps to encourage honest critical reviews.
Unfortunately, anonymous reviewing also invites review abuse.
To me, it seems like a tough call. You can eliminate much review abuse by eliminating anonymity (or allowing the business to find the customer’s identity through subpoena when warranted). But then you lose review integrity because customers will be discouraged from saying anything bad due to possible legal repercussions.
A case of a business versus Yelp is currently headed to higher court. You can read an absolutely fascinating article about this at Yahoo! Finance with the following link:
While it is possible to abuse review anonymity, some people have been caught. The following New York Times article tells the story of people paying very hefty fines for planting fake reviews:
These legal battles represent the extremes; these are the worst-case scenarios.
Many businesses see the wisdom in avoiding such lawsuits. Suing customers doesn’t look good for a company’s image and may call attention to valid criticism.
Websites like Amazon.com have taken great strides toward removing and limiting fake positive reviews. Amazon, Yelp, and other customer-review-oriented websites have a strong incentive to remove and minimize review abuse: Their future success relies on customers being able to trust the customer review system.
Customers are becoming more aware of previous review abuse, both positive and negative. Therefore, customers are learning to be suspicious of all the reviews they see. They are suspicious of favorable reviews coming from friends and family, of critical reviews coming from competitors, and even neutral reviews that may have been planted by either party.
Businesses and authors have an incentive to avoid “recruiting” reviews. Such reviews often seem suspicious and may thus deter sales. When all the reviews are glowing, when the number of reviews seems high for the amount of sales (this can be gauged by comparing the sales rank and publication date to the review tally), or just the way recruited reviews are often worded may trigger buyer suspicion.
Competitors have incentives to avoid trashing the competition, and this goes beyond karma or possible litigation. For one, adding a negative review often results in increased sales. A negative review may add balance and create legitimacy. A negative review raises the overall review tally, making the product appear more popular. Critical reviews may arouse buyer suspicion. However, if a competitor succeeds in bringing down the competition, in many cases this hurts everybody’s sales, not just the company whose image was tarnished.
Such is the case with books, for example. When competing similar books sell well, their sales help to stimulate sales of other similar titles through customers-also-bought marketing tactics. When a foolish author succeeds in deterring sales of similar books, that author actually hurts his or her own sales by limiting the potential of customers-also-bought marketing.
Customers have the opportunity to help make the customer review system trustworthy. Take the time to post honest feedback of products and services that you use. The more customers who take the time to post honest reviews, the less effect abusive reviews will have.
Recently, I’ve noticed on Amazon that Kindle e-books aren’t showing the review tally and rating until I click on them. I’ve heard from others who’ve seen this too, shopping at Amazon.com, depending on the browser (which may not be consistent, i.e. one browser may work for one customer, but not another, and may be opposite for another pair of customers). I kind of like not having the reviews influence which books interest me. Whether Amazon is testing this out or if it’s a temporary glitch, it’s been an interesting experience.
Chris McMullen, Author of A Detailed Guide to Self-Publishing with Amazon and Other Online Booksellers