For Customer Experience Professionals

Primary Analyst Photo	Document Information	Rate this Document
	January 18, 2008 The Design Guide For Online Customer Reviews Six Principles For Maximizing The Value Of Customer Reviews by Megan Burns with Bruce D. Temkin, Steven Geller	Average: 9  (6 ratings)

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Executive Summary

Online customer reviews are a trusted source of product information for consumers — and therefore a potentially valuable sales asset. But many sites do not implement these tools effectively. To get the most from online reviews, Forrester recommends that firms follow six principles: 1) Help customers write great reviews; 2) encourage them to describe themselves to other shoppers; 3) integrate reviews throughout the research process; 4) design product pages to highlight review content; 5) let customers control which reviews they see; and 6) use reviews to showcase great customer service. We expect online customer reviews to get more sophisticated in the coming years, giving rise to new features like social navigation, review syndication, personalized reviews, and review-based quality metrics.

TABLE OF CONTENTS

• Customer Reviews Help Shoppers And The Companies They Buy From
• The Anatomy of An Online Customer Review
• The Six Principles For Designing Great Online Reviews

WHAT IT MEANS

• Customer Reviews Will Get More Sophisticated
• Supplemental Material
• Related Research Documents

This is an excerpt

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