Review Gating - Strategies for Compliance and Maximizing Positive Reviews

Referral Marketing - The Power of Leveraging Your Customer's Voice

Referral marketing is one of the most powerful tools any business can use to obtain new customers. The basic premise of referral marketing is simple: encourage and incentivize word-of-mouth promotion from existing customers to spark interest and sales from new ones. This strategy works well because it is based on sound scientific principles involving social proof.

Well-documented studies conducted by Dr. Robert Cialdini prove that the laws of influence influence every culture, race, gender, age, political ideology, and nationality equally. A referral from a friend, family member, or online influencer can hold significant weight and often carries more credibility than traditional advertising. This is because the referral comes from a trusted source, and the referred product or service is essentially endorsed by someone the potential customer already knows and respects.

Because of this, most successful companies have active referrals, testimonials, and influencer marketing programs to facilitate new customer acquisitions, the industry has seen the rise and use of many platforms designed to collect customer reviews (e.g., BazaarVoice, Alchemer, SoTellUs, and Birdeye) and report the responses (e.g., B2C: Yelp, Google Reviews, etc., and B2B: Capterra, G2 Crowd, Software Advice, etc.).

This powerful tool is also why so many companies have tried to manipulate referrals and testimonials so that they only receive positive comments found on these portals or their own website. This practice has been called "review gating" and can disproportionately affect potential customers' perceptions.

Both Google and the Federal Trade Commission have decided that this practice has such a detrimental effect that they have established rules to protect the public. This article will address the practice of review gating and discuss how businesses can legitimately structure a program to produce positive reviews without violating either Google or FTC rules.

Introduction to Review Gating

Review gating is the practice where businesses manipulate or misrepresent customer reviews and filter customer feedback to discourage or restrict negative ratings so that potential buyers only see positive reviews and testimonials. The motivation behind review gating is multifaceted. Companies often feel compelled to protect their brands, especially in a digital environment where a single negative comment can disproportionately affect consumer perception. A collection of only positive feedback can significantly impact a potential customer’s choice, making the management of reviews a critical part of marketing strategies.

This practice distorts the truth about the products or services offered by the vendor, creating the impression that every customer is happy. The implications are obvious: We will buy goods and services that are faulty or do not perform as promised.

The Mechanics of Review Gating

Review gating is activated by a business first identifying satisfied customers. This is often achieved through methods such as post-purchase surveys or feedback loops. By assessing customer satisfaction levels, businesses can pinpoint those most likely to leave positive feedback.

Once they have screened which respondents have a favorable impression of the brand, they selectively only ask these individuals to make a review on a particular portal or the company's website. The secondary request can take multiple forms, including follow-up emails, text messages, or direct prompts via digital platforms. In some cases, the brand offers further incentives such as discount codes or even a gift card to encourage these reviews.

These tactics distort the business's actual performance and create an undeserved positive reputation.

Ethical Considerations of Review Gating

Companies such as Google and TripAdvisor have recognized the impact and disruptive implications that review gating can have, where some businesses follow the rules and others distort the truth.

Google has taken a strong stance against review gating. Its content guidelines explicitly state that "discouraging or prohibiting negative reviews, or selectively soliciting positive reviews from customers" is a violation of its policies (Google, 2022).

This means businesses cannot cherry-pick which customers they ask for reviews, ensuring a diverse and honest representation of customer experiences.

Google's policy also prohibits incentivizing reviews. Offering discounts, free goods, or any other form of reward in exchange for a review is prohibited. This practice can skew reviews positively and not reflect a typical customer's genuine, unbiased experience. Google takes these content policies seriously, and businesses found to be violating them may face consequences, including the removal of reviews or, in more severe cases, penalties on their search engine rankings.

Legal Ramifications and Regulatory Oversight

If the consequences of losing ALL your reviews or search engine rankings by Google seem harsh, the Federal Trade Commission (FTC) has gone even further.

In January 2022. The FTC's guidance document for businesses clearly states that companies should not selectively ask for reviews only from customers who have had positive experiences (FTC, 2022). This aligns with Google's policy, ensuring that all customers, regardless of their feedback, are given an equal opportunity to share their opinions.

Additionally, the FTC prohibits conditioning reviews, which means businesses cannot offer incentives or rewards in exchange for positive reviews. This practice is misleading and does not reflect the typical customer's journey. The FTC also expects businesses not to impede or discourage the submission of negative reviews. This includes making leaving negative feedback difficult or cumbersome or responding defensively or aggressively to such reviews. The FTC takes review gating seriously, and businesses found to be in violation may face legal consequences, including fines. As a multi-location business, it is crucial to understand and comply with these regulations to avoid reputational and financial damage.

This guidance document is not an idle threat. In January 2022, the FTC announced that online fashion retailer Fashion Nova, LLC would be prohibited from suppressing customer reviews of its products and was required to pay $4.2 million to settle Federal Trade Commission allegations that the company blocked negative reviews of its products from being posted to its website. (FTC Penalty 2022)

In addition to the FTC crackdown, several states have begun enacting specific legislation to combat deceptive review practices.

Strategies for Compliance and Maximizing Positive Reviews

While the regulations set by Google and the FTC are strict, there are still strategic and compliant ways to encourage positive reviews while improving the overall customer experience. Here are some techniques and best practices to navigate these rules effectively:

1. Provide Excellent Products and Customer Service

Providing excellent products and customer service is at the heart of positive reviews. Focus on delivering an exceptional experience for all your customers, ensuring their needs and expectations are met, if not exceeded. Mistakes will happen, but when your product or service falls short, be proactive and solve any issues or concerns as quickly as possible.

Train your staff to be friendly, knowledgeable, and responsive to customer inquiries and concerns. By consistently providing great service, you increase the likelihood of customers wanting to share their positive experiences organically and authentically.

2. Encourage Feedback from All Customers

Instead of selectively targeting satisfied customers, encourage feedback from all customers who interact with your business. This can be done through post-purchase email campaigns, feedback forms, or in-person requests at the point of sale. By soliciting feedback from everyone, you demonstrate your commitment to transparency and hearing all voices. This approach also helps you identify areas for improvement and address negative experiences before they escalate.

3. Make Leaving Reviews Easy and Accessible

Simplify the process of leaving a review. Provide clear and concise instructions on how customers can submit their feedback and ensure the process is user-friendly and quick. For example, you can include direct links to your Google Business Profile or other review platforms in your email communications or on your website. Ensure the review process can be completed on mobile devices, as most customers prefer this method.

4. Respond to Both Positive and Negative Reviews

Engage with your customers by responding to their reviews, whether they are positive or negative. Thank customers for their positive feedback, and constructively address any concerns or criticisms. Show that you value all feedback and are committed to continuous improvement. When responding to negative reviews, do so professionally and empathically. Offer solutions or alternatives, and, if necessary, take the conversation offline to resolve the issue privately.

5. Implement Customer Recovery Strategies

Negative reviews are inevitable, but they can be turned into opportunities. Implement customer recovery strategies to address negative experiences and turn dissatisfied customers into advocates. Train your staff to recognize and respond to customer dissatisfaction promptly and effectively.

Offer sincere apologies, provide appropriate solutions or compensation, and ensure the customer feels heard and valued. Often, customers who have had their concerns addressed effectively are more likely to revise their feedback or become loyal supporters of your business.

6. Utilize Customer Insights to Improve

Analyze the feedback you receive to gain valuable insights into your customers' experiences. Look for patterns or recurring themes in the reviews, whether positive or negative. Use this information to make data-driven decisions and implement changes to improve your products, services, and overall customer satisfaction. Showing your customers you listen and act on their feedback will foster loyalty and encourage more positive reviews.

7. Interact with Customers on Social Media

Instead of being concerned that the public will see a problem or concern with a product or service, let them be impressed by how quickly you resolved the issue. Most members of the public understand that mistakes can happen. What they want to see is how you addressed the issue.

8. Promote Your Google Business Profile

Ensure your Google Business Profile is optimized and up-to-date. Complete all relevant fields, including business hours, contact information, and a detailed description of your products or services. Add high-quality photos and utilize Google's features, such as posts and Q&A sections. A well-optimized profile will make it easier for customers to find you and leave reviews, increasing your visibility and credibility.

9. Leverage Customer Testimonials

While incentivizing reviews is prohibited, you can still showcase customer testimonials on your website or marketing materials with their consent. Reach out to satisfied customers and ask if they would be willing to share their positive experiences as a testimonial. You can feature these testimonials on your homepage, dedicated testimonial pages, or social media channels. Ensure you have the customer's permission and that the testimonial accurately represents their experience.

10. Monitor and Analyze Online Reviews

Stay on top of your online reputation by regularly monitoring and analyzing reviews across all platforms, including Google, social media, and industry-specific review sites. Use review monitoring tools to streamline this process and ensure you don't miss any feedback. By actively monitoring reviews, you can promptly identify trends, address negative sentiments, and gain valuable insights to improve your business operations.

11. Continuously Train and Educate Your Staff

Invest in regular training and education for your staff to ensure they understand the importance of customer satisfaction and the impact of reviews. Teach them effective communication and customer service skills and empower them to resolve customer issues promptly and efficiently. A well-trained team will be your greatest asset in delivering exceptional customer experiences and driving positive reviews.

Conclusion

Review gating is a deceptive practice that violates Google and the FTC guidelines. By selectively targeting only satisfied customers or incentivizing reviews, businesses create a biased and misleading representation of their services.

Businesses should focus on delivering exceptional customer experiences and encouraging feedback from all customers. By providing excellent products and customer service, making the review process accessible for responding to feedback, and utilizing customer insights for improvement, businesses can drive genuine positive reviews and build a strong online reputation.

Complying with Google's and FTC's regulations demonstrates a commitment to transparency and customer satisfaction. By embracing these guidelines, businesses can foster trust and long-term loyalty, leading to sustainable success and a positive online presence.