Reaction to Competition & Markets Authority probe: businesses must guard against fake reviews

25th Jul 2015

Responding to a report from the Competition & Markets Authority suggesting some businesses are paying for positive reviews and endorsements online, Jo Causon, CEO at the Institute of Customer Service argues that the “unintended consequence could be a hit on the bottom line, as savvy consumers become jaded customers as their trust in some brands is eroded.”

She says: “It may well be a case of ‘buyer beware’, but in an age where consumers have many sources of information and greater choice before they buy, organisations would do well to remember that it is becoming easier to check one against another. The speed of information gathering and communication gives customers a huge amount of insight, so they are relying more on peer-to-peer validation to help them make up their minds.

“This means success in business will be increasingly determined by the quality of the relationships between an organisation and its customers. This has to be built through authenticity, transparency and trust. ”


Notes to editors

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About The Institute of Customer Service

The Institute of Customer Service is the professional body for customer service delivering tangible benefit to organisations and individuals so that our customers can improve their customers' experience and their own business performance. The Institute is a membership body with a community of over 400 organisational members - from the private, public and third sectors - and over 5,000 individual memberships.

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