Best Practice Report

The Design Guide For Online Customer Reviews

Six Principles For Maximizing The Value Of Customer Reviews

January 18th, 2008
Megan Burns, null
Megan Burns
With contributors:
Bruce Temkin , Steven Geller

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.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.