People rely, perhaps more than ever, on online reviews when making decisions on a wide range of purchases like leisure activities, big-ticket buys and even household items. Despite the impact that reviews take on a brand’s reputation, managing them is often the purview of various divisions from e-commerce to marketing groups.
No matter who’s ultimately in charge, review sites wield considerable influence on sales and increasingly groups are calling for more transparency into how these reviews are gathered, vetted and organized.
Lisa Pearson, CMO of the review platform Bazaarvoice, talks about why consumer trust in reviews will erode without better authenticity standards. The company’s PR lead Matt Krebsbach also joined the conversation. Read the Q&A on Holmes Report's Insight + Innovation channel.