User generated content is perhaps the element of the Internet that has had the most significant impact on buyer behaviour, and so marketing.
One of the issues with customer reviews on sellers' web sites is the question of independence - in other words, have the reviews been 'reviewed' before they are published?
Now, as a holiday company, I have no great problem with Thomson - I've been away with them on a number of occasions ... however, while looking for a holiday for this Christmas I came across the following hotel review:
Note that it is the latest of a number of reviews - yet it is nearly two years old. Two points:
One of the issues with customer reviews on sellers' web sites is the question of independence - in other words, have the reviews been 'reviewed' before they are published?
Now, as a holiday company, I have no great problem with Thomson - I've been away with them on a number of occasions ... however, while looking for a holiday for this Christmas I came across the following hotel review:
Note that it is the latest of a number of reviews - yet it is nearly two years old. Two points:- Things can change in 24 months, for good and bad. A new building blocking the sea view or new owners with lower standards. Ageing facilities or a recent re-fit?
- No published reviews from after that date could mean that there were simply no newer entries [seems strange] - or maybe they weren't too good and so they were deleted?
Either way, it's poor review practice.
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