Is there an ideal type of customer review? Professor Tuck Siong Chung, ESSEC Asia-Pacific, and his fellow researchers explain why narrative reviews containing the product/service experience and emotional journey, are better at improving sales than just technical differentiators and stats
Try being conscious of the fact next time you stand in front of a shopping mall store shelf. Books, music, food, mobile phones – the choice of models and competing brands is mind-boggling. And in some cases, it can leave us in a mild state of confused shock that shelves our very decisions among the frippery of products on sale. In our current world, customers face the problem of over-choice in almost every industry. Consumers can be confused with the myriad options presented to them. And in such a scenario, user-generated reviews act as a more trustworthy source of information about the company than its glossy – and costly – advertising and marketing efforts.