In the reviews section? Proceed with caution

Winnipeg

The comments section. That’s where many people live. They look for real reactions from real people in a world full of businesses trying to make a buck. The consumer version is online reviews. Shoppers browse through ratings and reviews to see what real people think before making their decisions. This is a wealth of information that can be a good predictor of a company and product. But not always. What happens when these reviews aren’t real at all? When they’re curated or mistaken or even maliciously deceitful? Consumers give so much power to them, yet they can paint an opposite view of reality.

That’s why it’s so important to give businesses the opportunity to respond to reviews and complaints. Several platforms allow for this, like the Better Business Bureau. The not-for-profit corporation will notify businesses when a complaint has been filed against them and give them a timeline to respond. They’ll work with the consumer and the business to bring the complaint to a resolution so that any misunderstandings can be resolved rather than taken out of context and posted as fact.

Sometimes, consumers don’t understand that a business issue may not actually be with the organization they’re reviewing. For example, a subcontractor of a larger business may not be able to address certain issues that should be taken up with the larger company, but the subcontractor ends up taking the online flack. Other times, people who have personal vendettas or competing business ventures against a business owner will post negative reviews for personal gain. And other times, a business that’s committed to responding to reviews will appear lower rated than one who simply deletes the reviews posted about them or selects the highest ones for their own website.

That’s why it’s so important for consumers to visit third-party websites like bbb.org to get a better understanding of the businesses they’re looking to deal with. They can see a history of reviews, complaints and the businesses’ response to those complaints there. More unregulated platforms may reflect skewed perceptions of a business and its practices.

It’s also important for businesses to visit review engines to see and consider consumer complaints. Businesses that are closed off to customer opinions will never grow or evolve. Those that are responsive, ready to remedy issues and eager to help become quick favourites among customers and communities.

In a world full of inaccuracies streaming at consumers from every corner, it’s important to allow back-and-forth conversations and mediation when things go south. Society has gotten impatient and quick to blame, which doesn’t allow room for misunderstandings or the other side of the story. So the next time you’re in the comments section, the reviews of businesses online, remember “real” doesn’t always come from the “real” people. Turn to trusted organizations that allow for business responses to see both sides of the story. That will bring you closer to the truth we’re all looking for.