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18/01/19
The value of negative customer reviews

A 2018 Which? survey into Britain’s favourite supermarket published by The Telegraph in 2018 led some of the category winners to accentuate the positives about themselves while many of the losers challenged the survey’s methodology, and by extension, results. Given that Which? is trusted by 3 generations of consumers, dismissing the findings is a missed opportunity for the less popular supermarkets. The smart thing would have been to send a clear message that says they’re listening and doing everything they can to address customer dissatisfaction. Rather than just ignore, challenge or undermine negative reviews from an authoritative source, use them to engage customers, take remedial action and, ultimately, change hearts and minds. 

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