Consumer perception isn't formed just by strangers' experiences with a product—shoppers are also evaluating retailers on how responsive they are.
It's a known fact that user-generated reviews are integral in the path to purchase. According to Murphy Research, online consumer reviews are one of the the most influential sources of information while shopping, second only to a recommendation from friends or family.
And nearly three-fourths (74%) of US consumers feel that reviews are either very or moderately important, according to an October 2018 survey by marketing tech company Uberall. Roughly one in five consumers said they always check reviews when deciding where to shop, and an additional 57% occasionally did.
The study also found that, while consumers expect to see online buyers' honest opinions, they also have high expectations for retailer involvement. A majority (65%) thought brick-and-mortar merchants should respond to online reviews—all reviews—regardless of tone or content.
Fewer (18%) thought retailers should respond only to negative reviews, while 6% thought they should respond only to positive ones. Just 10% thought retailers should never respond to a review ever.