I asked this question to Facebook. Here are the answers.
5 Months Ago in Effective Promotion and Marketing
I conducted a very informal and non-scientific poll. I asked a number of Facebook groups the question:
"What makes you trust one company over another?"
Some of the answers were as you would expect. Some less so. Let's have a look!
This was by far the most common answer, and these comments also got the most likes from other users.
It makes sense. Recommendations and advice from people we know and trust is probably the best indicator of a company's ability to deliver satisfaction.
This was the second most common answer, with plenty of responses like these.
This came second, by the criterion of mentioning the word "review" directly.
But I think it's important to note that when we look at other indicators such as "standard of customer service" or "how they deal with problems", we may well look at reviews to judge these factors too.
Yet the reliability of online reviews is questionable at best. The system is inherently flawed - skewed toward older companies, those with good PR skills, and tech savvy business owners. Platforms like Trustpilot earn their revenue directly from business owners and are comically easy to game.
I was surprised (though perhaps I shouldn't have been) at the number of responses such as:
Overall, about 20% of respondents relied on their instinct to some extent. But is "gut instinct" reliable? See our article on Establishing Credibility for more info.
This came up frequently, but it's quite a generic term. I'd quite like to do a follow up study on the specific factors people use when judging this.
Honesty, reliability and no hard-selling were another common theme.
Considering that this is probably a more reliable indicator than reviews (which came second), I'm surprised that only a couple of respondents mentioned this:
Some of the outlier answers were interesting and practical:
A couple of comments raised the issues noted in our previous article Building Credibility:
One very particularly practical response was:
One respondent differentiated between small and large companies:
And of course there were a couple of cynical responses too!
My name is Martin and I've been your host for this article.
I am by no means a strong writer, but I hope you found it of value.
If so, why not sign up to our newsletter?
It's sent once a month with our latest tips and advice. We don't spam, share your info, or any such sort thing.
I also run a Facebook group called Small Business Website Help. It does what it says on the tin.