Tag Archives: trust

Why Customers Don’t Trust Five-Star Reviews

Why Customers Don't Trust Five-Star Reviews

GUEST POST from Shep Hyken

How important are online ratings and reviews? Our annual customer experience research found that 85% of U.S. customers say ratings and reviews help them decide if they want to make a purchase. That’s almost nine out of 10 customers!

However, that same number of customers (85%) also believe that some ratings and reviews are fake. While not all ratings and reviews are fake, the number of dishonest reviews has become a problem. RetailWire’s recent article about how Amazon is fighting back against fake reviews with strict policies and technology is an important place to learn how top online brands deal with the problem. The article also cites research from Fakespot estimating that 42% of Amazon reviews are fake.

It’s important to note that the fake reviews are not Amazon’s attempt to persuade consumers. On the contrary, the company is waging a war against fake reviews with stricter policies and proactive detection.

I recently made a purchase from a retailer selling through the Amazon Marketplace, which allows third-party sellers to list and sell products on Amazon. About two weeks after the purchase, I received a postcard asking me to leave a five-star review. A request to leave an honest review is acceptable, but that’s not what happened. This “third-party” seller offered a bribe for the positive review in the form of a $20 Amazon gift card or a payment directly to my PayPal account. All I had to do was send a screenshot or link to the review.

Fake reviews come in several different forms:

  1. Friends, company employees or others—not customers—are asked to leave reviews.
  2. Customers are bribed, like I was, to leave a positive review.
  3. Companies take down negative reviews and only leave the good ones.

And, not all fake reviews are positive. Negative reviews left by competitors—not customers—that lie about a company’s products or customer service to make them look bad can impact the reputation of a company or brand.

But having 100% five-star ratings and/or reviews isn’t good either. Our annual research found that 76% of customers are skeptical about the authenticity of reviews if they are all positive, and 30% of customers say they won’t purchase from a company that doesn’t have any negative reviews.

So, what’s a company to do?

  1. Make It Easy for Customers to Leave Reviews: If you want reviews, it’s okay to ask for them. Send an email with a link to leave the review.
  2. Respond to Negative Reviews: If most reviews are good, having a bad one isn’t going to hurt, especially if the company responds to it. A good response from a company can actually improve customer trust. Use negative reviews as opportunities to demonstrate good customer service.
  3. Respond to Positive Reviews: We coach our clients to respond to all reviews, not just negative ones. Depending on how many you get, this can seem like a daunting task. But if someone takes the time to leave a lengthy message of positive feedback, give them the respect of a simple response.
  4. Identify Verified Customers: If you look at Amazon reviews, you’ll see the notation of “Verified Purchase” next to the review. This is credibility.
  5. Don’t Game the System: Offering bribes and incentives for positive reviews crosses an ethical line. And, taking down negative reviews is, in effect, lying to your customers.

Almost every industry, not just B2C, has the opportunity for customers to leave reviews. Depending on the company (and industry), the review sites may not be public like a retailer’s website or a review platform like Google Reviews. Many industries in the B2B world have forums where customers can share experiences about companies and suppliers they do business with. With a shift in the importance of reviews, the company that practices the five tactics mentioned above will build trust. It’s not realistic to have 100% perfect reviews. As the research shows, customers don’t trust the “perfect” company. But they do trust and appreciate the authentic company. The best way to get excellent reviews isn’t to buy them or game the system. It’s to earn them!

Image Credit: Pixabay

This article was originally published on Forbes.com

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Top 10 Human-Centered Change & Innovation Articles of February 2025

Top 10 Human-Centered Change & Innovation Articles of February 2025Drum roll please…

At the beginning of each month, we will profile the ten articles from the previous month that generated the most traffic to Human-Centered Change & Innovation. Did your favorite make the cut?

But enough delay, here are February’s ten most popular innovation posts:

  1. Innovation is Dead. Now What? — by Robyn Bolton
  2. When Best Practices Become Old Practices — by Mike Shipulski
  3. 3 Keys to Improving Leadership Skills — by David Burkus
  4. Audacious – How Humans Win in an AI Marketing World — Exclusive Interview with Mark Schaefer
  5. Which Go to Market Playbook Should You Choose? — by Geoffrey A. Moore
  6. Turns Out the Tin Foil Hat People Were Right — by Braden Kelley
  7. Are You a Leader? — by Mike Shipulski
  8. Time to Stop These Ten Bad Customer Experience Habits — by Shep Hyken
  9. Beyond the AI Customer Experience Hype — by Shep Hyken
  10. A Tumultuous Decade of Generational Strife — by Greg Satell

BONUS – Here are five more strong articles published in January that continue to resonate with people:

If you’re not familiar with Human-Centered Change & Innovation, we publish 4-7 new articles every week built around innovation and transformation insights from our roster of contributing authors and ad hoc submissions from community members. Get the articles right in your Facebook, Twitter or Linkedin feeds too!

SPECIAL BONUS: While supplies last, you can get the hardcover version of my first bestselling book Stoking Your Innovation Bonfire for 44% OFF until Amazon runs out of stock or changes the price. This deal won’t last long, so grab your copy while it lasts!

Build a Common Language of Innovation on your team

Have something to contribute?

Human-Centered Change & Innovation is open to contributions from any and all innovation and transformation professionals out there (practitioners, professors, researchers, consultants, authors, etc.) who have valuable human-centered change and innovation insights to share with everyone for the greater good. If you’d like to contribute, please contact me.

P.S. Here are our Top 40 Innovation Bloggers lists from the last four years:

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Top 10 Human-Centered Change & Innovation Articles of January 2025

Top 10 Human-Centered Change & Innovation Articles of January 2025Drum roll please…

At the beginning of each month, we will profile the ten articles from the previous month that generated the most traffic to Human-Centered Change & Innovation. Did your favorite make the cut?

But enough delay, here are January’s ten most popular innovation posts:

  1. A Toolbox for High-Performance Teams — by Stefan Lindegaard
  2. Top 100 Innovation and Transformation Articles of 2024 — Curated by Braden Kelley
  3. The Twelve Killers of Innovation — by Robyn Bolton
  4. Building Trust for High Performing Teams — by David Burkus
  5. Be Ridiculously Easy to Do Business With — by Shep Hyken
  6. Uncertainty Isn’t Always Bad — by Mike Shipulski
  7. The Real Winners of Mega Events — by Shep Hyken
  8. Five Must Reads for 2025 — by Robyn Bolton
  9. Don’t Slow Roll Your Transformation — by Geoffrey A. Moore
  10. Is it Time to ReLearn to Work? — by Geoffrey A. Moore

BONUS – Here are five more strong articles published in December that continue to resonate with people:

If you’re not familiar with Human-Centered Change & Innovation, we publish 4-7 new articles every week built around innovation and transformation insights from our roster of contributing authors and ad hoc submissions from community members. Get the articles right in your Facebook, Twitter or Linkedin feeds too!

SPECIAL BONUS: While supplies last, you can get the hardcover version of my first bestselling book Stoking Your Innovation Bonfire for 44% OFF until Amazon runs out of stock or changes the price. This deal won’t last long, so grab your copy while it lasts!

Build a Common Language of Innovation on your team

Have something to contribute?

Human-Centered Change & Innovation is open to contributions from any and all innovation and transformation professionals out there (practitioners, professors, researchers, consultants, authors, etc.) who have valuable human-centered change and innovation insights to share with everyone for the greater good. If you’d like to contribute, please contact me.

P.S. Here are our Top 40 Innovation Bloggers lists from the last four years:

Subscribe to Human-Centered Change & Innovation WeeklySign up here to get Human-Centered Change & Innovation Weekly delivered to your inbox every week.

There is Nothing Without Trust

There is Nothing Without Trust

GUEST POST from Mike Shipulski

If someone treats you badly, that’s on them. You did nothing wrong.

When you do your best and your boss tells you otherwise, your boss is unskillful.

If you make a mistake, own it. And if someone gives you crap about it, disown them.

If someone is untruthful, hold them accountable. If they’re still untruthful, double down and hold them accountable times two.

If you’re treated unfairly, it’s because someone has low self-esteem. And if you get mad at them, it’s because you have low self-esteem.

What people think about you is none of your concern, especially if they treat you badly.

If you see something, say something, especially when you see a leader treat their team badly.

A leader that treats you badly isn’t a leader.

If you don’t trust your leader, find a new leader. And if you can’t find a new leader to trust, find a new company.

If someone belittles you, that’s about them. Try to forgive them. And if you can’t, try again.

No one deserves to be treated badly, even if they treat you badly.

If you have high expectations for your leader and they fall short, that says nothing about your expectations.

If someone’s behavior makes you angry, that’s about you. And when your behavior makes someone angry, the calculus is the same.

When actions are different from the words, believe the actions.

When the words are different than the actions, there can be no trust.

The best work is built on trust. And without trust, the work will not be the best.

If you don’t feel comfortable calling people on their behavior it’s because you don’t believe they’ll respond in good faith.

If you don’t think someone is truthful, nothing good will come from working with them.

If you can’t be truthful it’s because there is insufficient trust.

Without trust there is nothing.

If there’s a mismatch between someone’s words and their actions, call them on their actions.

If you call someone on their actions and they use their words to try to justify their actions, run away.

Image credits: Unsplash

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Is Your Problem Bigger Than Its Seems?

Is Your Problem Bigger Than Its Seems?

GUEST POST from Mike Shipulski

If words and actions are different, believe the actions.

If the words change over time, don’t put stock in the person delivering them.

If a good friend doesn’t trust someone, neither should you.

If the people above you don’t hold themselves accountable, yet they try to hold you accountable, shame on them.

If people are afraid to report injustices, it’s just a matter of time before the best people leave.

If actions are consistently different than the published values, it’s likely the values should be up-revved.

If you don’t trust your leader, respect your instincts.

If people are bored and their boredom is ignored, expect the company to death spiral into the ground.

If behaviors are different than the culture, the culture isn’t the culture.

If all the people in a group apply for positions outside the group, the group has a problem.

When actions seen by your eyes are different than the rhetoric force-fed into your ears, believe your eyes.

If you think your emotional well-being is in jeopardy, it is.

If to preserve your mental health you must hunker down with a trusted friend, find a new place to work.

If people are afraid to report injustices, company leadership has failed.

If the real problems aren’t discussed because they’re too icky, there’s a bigger problem.

If everyone in the group applies for positions outside the group and HR doesn’t intervene, the group isn’t the problem.

And to counter all this nonsense:

If someone needs help, help them.

If someone helps you, thank them.

If someone does a good job, tell them.

Rinse, and repeat.

Image credits: Pixabay

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Profiting From Fear and Mistrust

Profiting From Fear and Mistrust

GUEST POST from Greg Satell

When I lived and worked in Ukraine, it was commonplace to see men in camouflage fatigues and Uzi’s in the waiting rooms of offices around town. They weren’t there as security, or to rob the place, but to help transfer money between businesses. It was cumbersome and inefficient, but in an atmosphere of mistrust, it was a necessity.

In most countries, we’re still a long way from armed couriers as a daily routine, but according to Edelman’s recent Trust Barometer, we’re headed in that direction. Entitled “Innovation in Peril,” it details an overall collapse of confidence, finding that roughly two thirds believe that journalists, government leaders, and business executives, are “purposely trying to mislead.”

That’s a problem for all of us. Mistrust is corrosive to the norms that help our society run efficiently and the costs are very real. Our lack of trust in government prevents us from making needed investments. Suspicions about law enforcement undermine public safety. Mistrust in the workplace undermines performance. We desperately need to rebuild trust.

The Value Of Trust

Trust isn’t our natural state. Economists have developed a number of models to show how fragile it can be. For example, in a prisoner’s dilemma, two suspects are brought in for questioning. If they both stay true to each other, they get the best collective outcome, but if each follows his or her own self-interest, both will confess and get the worst overall outcome.

Related concepts are the tragedy of the commons, in which everybody has access to a common field to graze their livestock, depleting the resource so that everybody’s herd suffers, and the free rider problem which often occurs with respect to public goods. These situations are known as Nash equilibriums because nobody can change their preference without making themselves worse off.

When you take a moment to think, it’s kind of amazing that we operate with as much trust as we do. Local businesses faithfully serve communities for years, even decades. Corporations spend billions to build brands and governments work to earn legitimacy. That is what allows us to easily transact business throughout the day. When trust collapses, we get Uzis in waiting rooms.

Yet it doesn’t have to be that dramatic. Research by Accenture found that “trust events” cost businesses billions of dollars every year. For example, a consumer-focused company that had a sustainability-oriented publicity event backfire lost an estimated $400 million in future revenues. Another company that was named in a money laundering scandal lost $1 billion.

Profiting From Our Mistrust

Our brains are geared for mistrust in a number of ways. The first is a bias for loss aversion. We will do more to avoid a loss than we will for an equivalent gain. That makes trust hard to build and easy to lose, which is why the “trust events,” like those cited in the Accenture study, are so costly.

Another contributing factor is availability bias, our tendency to overweight easily accessible examples, such as a specific trust event, and ignore vague concepts, like years of good service. Once we accept a belief, our confirmation bias will lead us to seek out information that supports our prior beliefs and reject contrary evidence.

These effects are multiplied by tribal tendencies. We form group identities easily, and groups tend to develop into echo chambers, which amplify common beliefs and minimize contrary information. We also tend to share more actively with people who agree with us and, with little fear of rebuke, we are less likely to check that information for accuracy.

That, essentially, is the economics of disinformation. Fear breeds mistrust, which makes us feel insecure and leads us to seek out people we identify with to reinforce our beliefs. Research suggests media companies, especially social media companies, profit from the passions that the most polarizing information unleash in the form of greater engagement with their platforms.

Facts, Identity and Fear

We tend to think of truth as a simple matter of knowledge and understanding. We see the world as a set number of facts and believe that any disagreements arise from a lack of clarity about what the true facts are. In this view, mistrust can be corrected by better access to good information. Once people are informed, how could there be any disagreement?

Unfortunately, the world doesn’t work that way. In fact, a study at Ohio State found that, when confronted with scientific evidence that conflicted with their views, people would question the objectivity of the science. Another thing to consider is that, as Sam Arbesman explained in The Half-Life of Facts, our ideas about what’s true changes over time.

We can’t rigorously test every proposition, which is why we adopt the views of those around us, a phenomenon that psychologists call social proof. What makes the effect even more insidious, is that the relationship is reciprocal. We internalize the ideas of the tribes we join and then propagate those same ideas to others, intensifying the echo chamber.

Our beliefs are far more than mere acceptance of sets of facts, but become inherently part of our identity. Wars are not fought over ideologies because people disagree about empirical evidence, but because they see their sense of selves under attack. If truth is a force for good, then those who refuse to accept our version of it are, in the most basic sense of the word, evil.

From Victimization To Empowerment Through Purpose

Our ability to trust others is, to a great extent, a function of how we see ourselves and our situation. If we see ourselves as secure and in tune with our environment, it’s relatively easy for us to build bonds of trust. If we feel those around us share our values, it’s easier to feel a shared sense of identity and purpose.

However, if we see our surroundings as hostile, we will take steps to protect ourselves and that, to a great extent, is where we are at today. First the Internet, and then social media have tended to promote and juxtapose the most extreme elements, creating an atmosphere of heightened conflict among tribes, which further undermines our sense of security and trust.

This is what Marshall McLuhan meant when he wrote that the global village would result in a “release of human power and aggressive violence” greater than ever in human history. When we are confronted with ideas and values that are different from our own, it can feel more more like an assault and an affront than a refreshing interaction with the variety of life.

Here Ukraine offers a lesson. Over the past decade it has built a new identity and found a new purpose. Today most Ukrainians, especially the younger generations, feel a stronger affinity for European values than for their post-Soviet past. In fact, they have so internalized their European ambitions that they are willing to risk a war to maintain them.

We have a similar challenge before us. If a common identity is forged from shared values and shared purpose, on what foundation will we build our future? To what common project can we devote our energies? What are our ambitions and how best might we fulfill them? These are the questions that we need to answer if we are ever to rebuild the bonds of trust.

— Article courtesy of the Digital Tonto blog
— Image credits: Pixabay

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Sometimes to Innovate You Must Do the Following

Sometimes to Innovate You Must Do the Following

GUEST POST from Mike Shipulski

What it takes to do new work:

Confidence to get it wrong and confidence to do it early and often.

Purposeful misuse of worst practices in a way that makes them the right practices.

Tolerance for not knowing what to do next and tolerance for those uncomfortable with that.

Certainty that they’ll ask for a hard completion date and certainty you won’t hit it.

Knowledge that the context is different and knowledge that everyone still wants to behave like it’s not.

Disdain for best practices.

Discomfort with success because it creates discomfort when it’s time for new work.

Certainty you’ll miss the mark and certainty you’ll laugh about it next week.

Trust in others’ bias to do what worked last time and trust that it’s a recipe for disaster.

Belief that successful business models have half-lives and belief that no one else does.

Trust that others will think nothing will come of the work and trust that they’re likely right.

Image credit: Unsplash

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Can Leaders Defy Gravity?

Can Leaders Defy Gravity?

GUEST POST from Mike Shipulski

If you pull hard on your team, what will they do? Will they rebel? Will they push back? Will they disagree? Will they debate? And after all that, will they pull with you? Will the pull for three weeks straight? Will they pull with their whole selves? How do you feel about that?

If you pull hard on your peers, what will they do? Will they engage? Will they even listen? Will they dismiss? And if they dismiss, will you persist? Will you pull harder? And when you pull harder, do they think more of you? And when you pull harder still, do they think even more of you? Do you know what they’ll do? And how do you feel about that?

If you push hard on your leadership, what will they do? Will they listen or dismiss? And if they dismiss, will you push harder? When you push like hell, do they like that or do they become uncomfortable, what will you do? Will they dislike it and they become comfortable and thankful you pushed? Whatever they feel, that’s on them. Do you believe that? If not, how do you feel about that?

When you say something heretical, does your team cheer or pelt you with fruit? Do they hang their heads or do they hope you do it again? Whatever they do, they’ve watched your behavior for several years and will influence their actions.

When you openly disagree with the company line, do your peers cringe or ask why you disagree? Do they dismiss your position or do they engage in a discussion? Do they want this from you? Do they expect this from you? Do they hope you’ll disagree when you think it’s time? Whatever they do, will you persist? And how do you feel about that?

When you object to the new strategy, does your leadership listen? Or do they un-invite you to the next strategy session? And if they do, do you show up anyway? Or do they think you’re trying to sharpen the strategy? Do they think you want the best for the company? Do they know you’re objecting because everyone else in the room is afraid to? What they think of your dissent doesn’t matter. What matters is your principled behavior over the last decade.

If there’s a fire, does your team hope you’ll run toward the flames? Or, do they know you will?

If there’s a huge problem that everyone is afraid to talk about, do your peers expect you get right to the heart of it? Or, do they hope you will? Or, do they know you will?

If it’s time to defy gravity, do they know you’re the person to call?

And how do you feel about that?

Image credit: Pexels

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Nine Actions for Building a Great Team

Which Resonates with You?

Nine Actions for Building a Great Team

GUEST POST from Stefan Lindegaard

Building a strong team is a multifaceted journey, and there are several key actions that can contribute to the growth and success of a team.

Reflecting on the nine actions for building a great team, which ones do you find your team focuses on the most?

Would you say it is:

1. Cultivating a growth mindset?

2. Enhancing psychological safety?

3. Mapping and engaging stakeholders?

4. Mastering difficult conversations?

5. Improving feedback processes?

6. Addressing individual motivations?

7. Injecting fun into your work environment?

8. Developing networking and learning opportunities?

9. Identifying trust drivers and barriers?

Share your experiences and let’s inspire each other on actions that can shape the dynamics and achievements of your team!

Team Building Stefan Lindegaard

Image Credit: Pexels, Stefan Lindegaard

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Intuitive Skill, Center of Emphasis, and Mutual Trust

Intuitive Skill, Center of Emphasis, and Mutual Trust

GUEST POST from Mike Shipulski

Mutual Trust. Who do you trust implicitly? And of that shortlist, who trusts you implicitly? You know how they’ll respond. You know what decision they’ll make. And you don’t have to keep tabs on them and you don’t have to manage them. You do your thing and they do theirs and, without coordinating, everything meshes.

When you have mutual trust, you can move at lightning speed. No second-guessing. No hesitation. No debates. Just rapid progress in a favorable direction. Your eyes are their eyes. Their ears are your ears. One person in two bodies.

If I could choose one thing to have, I’d choose mutual trust.

Mutual trust requires shared values. So, choose team members with values that you value. And mutual trust is developed slowly over time as you work together to solve the toughest problems with the fewest resources and the tightest timelines. Without shared values, you can’t have mutual trust. And without joint work on enigmatic problems, you can’t have mutual trust.

Mutual trust is a result. And when your trust-based relationships are more powerful than the formal reporting structure, you’ve arrived.

Intuitive Skill. In today’s world, decisions must be made quickly. And to make good decisions under unreasonable time constraints and far too little data requires implicit knowledge and intuitive skill. Have you read the literature? Have you studied the history? Have you drilled, and drilled, and drilled again? Did you get the best training? Have you honed your philosophy by doing the hard work? Have you done things badly, learned the hard lessons, and embossed those learnings on your soul? Have you done it so many times you know how it will go? Have you done it so many different ways your body knows how it should respond in unfamiliar situations?

If you have to think about it, you don’t yet have intuitive skill. If you can explain why you know what to do, you don’t have intuitive skill. Make no mistake. Intuitive skill does not come solely from experience. It comes from study, from research, from good teachers, and from soul searching.

When your body starts doing the right thing before your brain realizes you’re doing it, you have intuitive skill. And when you have intuitive skill, you can move at light speed. When it takes more time to explain your decision than it does to make it, you have intuitive skill.

Center of Mass, Center of Emphasis. Do you focus on one thing for a week at a time? And do you wake up dreaming about it? And do you find yourself telling people that we’ll think about something else when this thing is done? Do you like doing one thing in a row? Do you delay starting until you finish finishing? Do you give yourself (and others) the flexibility to get it done any way they see fit, as long as it gets done? If the answer is yes to all these, you may be skilled in center-of-emphasis thinking.

The trick here is to know what you want to get done, but have the discipline to be flexible on how it gets done.

Here’s a rule. If you’re the one who decides what to do, you shouldn’t be the one who decides the best way to do it.

Yes, be singularly focused on the objective, but let the boots-on-the-ground circumstances and the context of the moment define the approach. And let the people closest to the problem figure out the best way to solve it because the context is always changing, the territory is always changing, and the local weather is always changing. And the right approach is defined by the specific conditions of the moment.

Build trust and earn it. And repeat. Practice, study, do, and learn. Hone and refine. And repeat. And choose the most important center of emphasis and let the people closest to the problem choose how to solve it. And then build trust and earn it.

This post was inspired by Taylor Pearson and John Boyd, the creator of the OODA loop.

Image credit: Unsplash

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