How Do Consumers
Show Brand Love?
Consumer Brand Love and the Online Dialogue
Chatmeter | How Do Consumers Show Brand Love?Executive Summary
We have come a long way since 1995 when Amazon began letting
customers post reviews of products. Considered to be a risky retail
gamble at the time – putting product commentary in the handsIt’s clear that instead of
of customers – it inspired a revolution in customer feedback and shying away from the
engagement that launched more widely in 1999 with Epinions,volumes of data that online
RateItAll, and Deja. reviews provide, marketers
should embrace it and
Today, online reviews – through both traditional and non-traditional leverage technology that
channels – are alive and well. Ranging from posts on OpenTable
allows them to build the
and Zocdoc to gaming platforms, and more, customers share their
brand competitiveness
experiences with brands, and with each other, on a regular basis. Used
for everything from evaluating product quality to selecting services, they seek.
reviews have critical brand impact.
Overwhelmingly, customers see their reviews not just as a
moment-in-time reaction to an experience, but as a dialogue –
one they expect to be two-way. Customers post reviews as a way
to engage with brands and help others make good decisions. For
marketers focused on building brand loyalty and advocacy, this is not
only good news, but an opportunity for differentiation.KEY AREAS OF
Chatmeter recently initiated a survey to better understand howOPPORTUNITY FOR
consumers use and perceive online reviews, what brands can doBRAND LEVERAGE
to fully leverage their reviews, and what the future holds when it AND GROWTH:
comes to customer feedback.
We surveyed 1,369 consumers – all of whom have used a review to helpBrand love and loyalty
in the decision-making process, and 94.5% of whom have posted a through a two-way customer dialogue
review in the last 12 months. It’s clear that instead of shying away from
the volumes of data that online reviews provide, marketers should Brand trust
embrace reviews and leverage technology that allows brands to buildthrough customer engagement, and
the competitiveness they seek. review frequency and authenticity
At a time when enterprise CMOs and marketing leaders are taking
a hard look at what will drive their marketing ROI, evaluatingBrand innovation insights
technologies to embrace, and developing strategies for growth in through channel and technology
a tightening economy, the online review stands alone in its abilityusage trends
to impact the bottom line.
Brand intelligence
The survey also looked at specific consumer behaviors and through deep listening across
perceptions across four vertical industries: retail, restaurant, customer feedback
healthcare, and financial services. The results indicate consumers
have significantly different expectations and requirements across
industries, and trust of online reviews varies greatly. It’s critical that
marketers don’t assume that consumer behavior is a constant.
Instead, marketers need to identify those actions that drive online
review trust, usage, and engagement in a way that builds brand
growth specific to their brand and industry.
This report highlights survey findings that repeatedly showcase the
potential online reviews hold.
Chatmeter | How Do Consumers Show Brand Love?NOTABLE FINDINGS:
Nearly
Reviews are part of everyday decision-making: Nearly 89% of
respondents use online reviews to evaluate quality, and over 67% see 89%
them as an important part of deciding what to buy and want specific
details such as pricing, features, options, and quality. of respondents
use online
● Expert advice and influence don’t trump peer reviews: There is reviews to
a healthy skepticism regarding influencers, with 37.5% distrustingevaluate quality
them.
Reviews are alive and well on SM: After Amazon (77%) and Google
(62%), social media sites are the most popular places to read and post
reviews with 51%.
● Twitter is seen as a key communications channel: Almost 25%
of respondents have tweeted a compliment or a complaint about
a company.
JAN FEB MAR APR
Review timeliness is important: More than 56% of respondents feel
that reviews need to be posted within the past month to be relevant;
only 6% believe that when the review is posted doesn’t matter.
More than
Brands can build better relationships with customers: 58% want56%
feel that reviews need to be
brands to acknowledge their comments and fix problems quickly,
posted within the past month to
and 51% want brands to make it easier to search and filter reviews by
be relevant; only 6% believe that
factors they care about, such as location, stars, product features, and
timeliness doesn’t matter.
more.
● Customers are forgiving of mistakes when brands address
their complaints: 76% said they would go back and update a
negative review if a company satisfied their complaint.
● Customers can be enthusiastic brand ambassadors: 74% of want brands to acknowledge their
respondents who rarely leave online reviews would consider 58% comments and fix problems quickly
doing so after a great experience.
Consumers like new tech: 39% of respondents like the idea of using
technology like ChatGPT for review information, and more than
want brands to make it easier
30% of respondents like the idea of using the Metaverse for review
51% to search and filter reviews
information.
New review channels are emerging: Almost 13% of respondents use
gaming platforms like Roblox, or games like Fortnite, for reviews, and
more than 20% use chat tools.021003040506070
CUSTOMERS WANT TO
SHARE – AND THEY DO.
The good news is that we have the tools
and technology to elevate these online
conversations into strategic CX intelligence
that delivers both local and enterprise impact.
Chatmeter | How Do Consumers Show Brand Love?Methodology
A consumer-focused survey was sent out via SurveyMonkey with
the goal of understanding consumer behavior around online
reviews. The survey garnered 1,369 completed responses, with
the criteria of having used an online review in the past 12 months.The respondents
The respondents answered 31 logic-driven questions that wereself-identified as
collected on January 8, 2023.
frequent or infrequent
The target population was comprised of thereview users and posters:
following demographics: 81.7% of respondents
reported that they are
● Ages: 18-60+frequent users of online
● Male: 45.81%reviews, while 35.6%
reported that they are
● Female: 54.91%
frequent posters.
The respondents self-identified as frequent or infrequent review
users and posters: 81.7% of respondents reported that they are
frequent users of online reviews, while 35.6% reported that they
are frequent posters.
There is an inherent bias observed in the survey. People who
complete surveys are more likely to be technically savvy and
are potentially more likely to use and leave online reviews. Most
completed the survey using a mobile phone device. This should
not affect the value of the responses for different weighted use
levels of online review users.
Chatmeter | How Do Consumers Show Brand Love?Build brand love through
a two-way dialogue
The good news is online reviews across all channels offer marketers
an opportunity to engage in a conversation where the customerVERTICAL INSIGHT:
is the initiator. The even better news is that these same customers
expect and value your response.RESTAURANT
Brand love and loyalty are built online through customer68% of respondents check
engagement and responsiveness. Customers seek a relationship recommendations