给差评的顾客往往是最忠实的顾客？_BEC初级作文

给差评的顾客往往是最忠实的顾客？

Professor Eric Anderson of Northwestern University and Professor Duncan Simester of MIT, examined over 325,000 online reviews written by customers of a large clothing company and examined more than 7,219 book reviews on Amazon.com to produce their study, ABC News reported.

They used data collected by the websites that made it possible to match reviews to purchases made.

The experts concluded that a firm's most loyal customers are also their most negative reviewers, or to quote a French maxim, 'your best friends are also your harshest critics.'

Professor Anderson said that no-one had previously looked at the behavior of individual reviewers before and when they told the clothing company they were receiving negative reviews from their best customers, they were shocked.

They also revealed that the harshest critics had not bought the product they were complaining about and around five percent of product reviews were written by people who had not bought the item they disliked so much.

The researchers found that these reviews were also on average much more negative than the 95 percent of genuine reviews by customers who had purchased a product.

After much hypothesising, the marketing experts concluded that reviewers were acting like 'self-appointed brand managers' who like the company and continue buying from it despite penning a venomous review.

They found that critics were often complaining about a new product that is slightly different from a company's core offering and want to tell a company if they suspect it is making a bad decision.