Trustpilot recently found itself in stormy weather when Danish company Phonetrade accused the reviews site of applying mafia methods in their interaction with other businesses. The two companies had gotten into an argument when Phonetrade did not want to pay for a service offered by Trustpilot.
Now the Danish online bureau Dwarf has come to the conclusion that companies that pay for Trustpilot’s services get much better reviews on the site compared to companies that are not in business with Trustpilot. Dwarf had a closer look at the 50 most popular sites in Denmark and could later report that paying companies had an average score of 8.6 while non-paying ones had an average score of 5.8.
- It distorts the idea of a company when businesses can pay for a higher score when others have to put up with having been reported by unsatisfied customers, said Peter Green, Partner at Dwarf.
Better Service Lead to Happier Customers
According to Peter Green this is not the first study that gives a similar picture, and he sees the situation as a serious trust issue between companies and their customers.
Trustpilot however has another idea of Dwarf's conclusions. The online review site says the different score ratings are results of Trustpilot selling different services to different companies, which have led to the paying companies being able to offer better customer service. This in turn leads to happier customers.
- These are companies that have made an effort to work with their customers online. They have actively decided to engage in the matter. They have chosen to invite, reply to and learn from customers’ views, said Mathilde Lykke Bülow, Communications Manager of Trustpilot.