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95% of consumers would be more likely to trust a business with a large number of online reviews; Chatmeter research found that 92% look at photos when reading reviews
Chat meterthe leader in multi-location customer intelligence, introduced new capabilities to its comprehensive reputation management platform Pulse Ai. Pulse Ai: Signals can now analyze review photos and surface photos relevant to customer feedback trends – an industry first. Businesses with multiple locations can now also use Chatmeter’s Review Generation to generate a higher volume of customer reviews.
Almost all consumers (95%) said they would be more likely to trust a business with a large number of online reviews – and 92% said they look at photos when reading reviews in a recent survey by Chatmeter.
“Reviews have an incredible impact on customer decision-making,” said John Mazur, CEO of Chatmeter. “Now we’re providing even more ways for brands to collect valuable customer feedback data. Coupled with AI-powered Chatmeter surveys, these features offer powerful new ways for brands to leverage customer intelligence to improve the experience across all locations.”
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Research: Reviews influence real-time consumer decisions, trust
To understand how consumers interact with and trust reviews, Chatmeter surveyed over 1,000 people. The results showed that:
- Almost half (46%) of consumers would not eat at a restaurant without reading reviews – and around a third (30%) said they would read reviews or look at photos when deciding what to order at the table.
- Gen Z (44%) were the most likely to say they would, compared to 35% of Millennials, 27% of Gen Xers and 20% of Baby Boomers.
- Google Reviews was ranked as the most trusted review platform by consumers, followed by Yelp, the Better Business Bureau, TripAdvisor and Facebook. Trusted platforms have varied across generations, reinforcing the importance of a multi-platform presence.
- Gen Z (42%) were most likely to trust Google reviews compared to 20% of Baby Boomers.
- Conversely, Baby Boomers are the most likely to say they trust the Better Business Bureau the most, compared to just 5% of Gen Zs.
- When surveyed about a local business, consumers said they look for signals such as an average rating of at least 4/5 (52%), reviews including photos (51%) and many reviews (46%) when deciding on a business. other.
- More than a third (36%) also said that a business can differentiate itself by responding publicly to reviews.
- Gen Z (61%) and Millennials (53%) ranked a business with a large number of reviews as the top differentiator, followed by reviews with photos (60% and 48%).
- Consumers said they would not trust reviews if they appeared to be generated by artificial intelligence (53%), reviews did not provide enough information or context (52%), were poorly written (47%), praised the business excessively (34%) and reviews that did not include images or photos (26%), increasing the need for high quality reviews in addition to quantity.
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New tools for brands: review generation and image analysis with AI in signals
With Chatmeter’s new review generation tool, brands from multiple locations can build credibility by getting three times more customer reviews in half the time. Customizable email, SMS, and QR code templates make it easy for businesses with multiple locations to create, send, and track customer review requests.
“Customer trust is paramount to us, so being able to be responsive and generate more reviews is critical,” said Desereé Lopez, senior director of digital marketing at Caliber Collision, a leading automotive service chain. “With Chatmeter, we have a one-stop shop: we create and manage our records, respond to and learn from customer feedback, and ultimately create more reviews through that diligence.”
Image analytics in Signals enables brands across multiple locations to gain even more customer insights from photos. Brands can ask Signals, trained on multiple LLMs and proprietary Chatmeter data, questions in plain language and receive a summary of written reviews along with relevant review photos.
“There are many applications for AI and image analytics, and we’re just scratching the surface,” said Dan Cunningham, chief technology officer at Chatmeter. “Display models will enable us to identify critical insights from images at scale, including summarization, sentiment, theme and subject identification, as well as image labeling that identifies real business risks such as health and safety issues, employee and customer welfare and unfair business practices , to name just a few. For brands with multiple locations, AI is truly a force multiplier for managing customer experience and business operations.”