I was a bit surprised by the results I saw of an online survey that indicated 75% of consumers who read online reviews generally find them fair, and that 60% of survey respondents say they pay more attention to customer comments than to numerical or star ratings.

My surprise was based upon my own skepticism about what I myself read on the internet, especially comment blogs.  However, when I think about it, I should not be surprised.

Over the years I have found that customer comments do carry a lot of weight, especially when used as testimonials or as part of an editorial piece about a product or service.  That’s why we’ve been working hard to collect customer input on behalf of several of our clients – to use that feedback to communicate directly to similar potential customers.

I guess it just goes to show you really can believe what you read on the internet, after all!

Survey results can be seen here.

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