The domino effect of dissatisfaction: Why negative online reviews are problematic

“70% of customers check online reviews before making a purchase decision. 63% of customers are more likely to make a purchase if the product has high ratings and positive reviews. ” Researchgate

This example shows that customers have more influence today than ever before. While negative experiences used to be shared in private coffee parties, they are now being shared publicly on social networks and online platforms. A single tweet or a negative review can generate a storm of comments and reviews and spread all over the world in minutes. The reach created by digitization and networking gives customers an incredibly powerful voice that they did not have in this form in the past.

“Negative reviews can trigger an online wildfire that spreads exponentially and reaches thousands or millions of consumers in a short period of time. ” Qahri-Saremi & Montazemi

The meaning of negative bias

Why do many more negative reviews spread online than positive ones and why do they receive such a high weighting? This can be explained by the phenomenon of so-called negative bias.

The negative bias in online reviews describes the tendency to share negative experiences in the form of online reviews rather than positive ones. This phenomenon can result in negative reviews being overrepresented on online platforms and thus distorting the perception of potential customers about a service, a product or a company.

Reason: Negative emotions weigh more heavily. They motivate us more quickly to take action and express our disappointment. This happens especially when companies have failed to absorb these negative customer emotions in advance. You often want to let off steam because, as a customer, you don't feel seen by a company and miss the proximity you need to be close to customers. A bad online review is then often the last resort to express your opinion. In addition, society takes a positive product or service experience for granted.

“Dissatisfied customers are often more motivated to share their experiences. Be it to let off steam or to get justice. ” Qahri-Saremi & Montazemi

This underlines the importance of active reputation management and the correct handling of customer feedback to ensure a balanced and realistic picture of customer satisfaction.

Long story short

Companies must recognize the role of customers as powerful ambassadors. Especially because of negative bias, customers tend to share negative experiences more quickly. Digitalization also makes these harmful reviews spread much faster.

It is therefore crucial to implement proactive online reputation management in order to respond quickly to complaints and negative feedback — preferably before they are disseminated online. Various solutions can help to intercept negative feedback, identify shitstorms early on and manage online reputation.

Despite the challenges that negative online reviews pose, they also offer opportunities for growth and improvement. Dealing constructively with negative feedback can not only help to strengthen customer trust, but also provide valuable insights into areas that need to be improved.