John Lewis in the news – and not a bulldog in sight
John Lewis were in the news this week – and not just for their Christmas advertisement. The Sunday Times tested their review management system and identified a flaw: John Lewis, or more probably the company providing their reviews service, was – according to the Sunday Times – effectively filtering reviews.
The detail almost does not matter – the Sunday Times posted reviews, both positive and negative – for products, but mentioned service (which, for some reason is contrary to JL’s T&Cs) and the positive reviews were posted whist the negative reviews were rejected.
What does matter is that this highlights that the review management system a company chooses has the potential to backfire and harm their brand if it is in any way flawed.
So – a checklist:
are reviews independently verified?
- are reviews independently moderated?
- can the customer write a review whenever they want?
- does the reviewer always retain the right to have their review published?
- is the business able to respond to the review in private pre-publication?
- is the business able to respond to the review post-publication?
If the system fails any one of these six ‘tests’ – the John Lewis system appears to fail No. 4 – then the business has chosen the wrong system.