A great way for companies to get feedback about their businesses is to simply ask customers for their opinion. And if a business consistently delivers a great customer experience, then the reviews will probably tend to reflect that, leading to a higher TrustScore.
Reviews can be 'organic' or invited
At Trustpilot, reviews can be collected in three ways:
- Consumers can sign up to Trustpilot and write reviews about businesses they’ve had buying or service experiences with. Because they do this on their own initiative, we call these 'organic' reviews
- Businesses can invite their customers to write reviews using their own systems, or
- Businesses can invite customers to write reviews using Trustpilot’s automatic invitation services.
Of course, consumers have to be eligible to leave a review and be able to provide documentation showing their buying or service experience if asked to verify their review.
Also, if businesses invite their customers, they're responsible for ensuring that review invitations are neutral and objective in both substance and form. This requirement applies equally to all businesses who use Trustpilot - regardless of whether they subscribe to our paid services or not (see our Company Guidelines).
Invitations can lead to a higher TrustScore
Not all customers take the time to write organic reviews on their own initiative. So, companies can receive a higher number of reviews if they expressly invite their customers to review them.
When companies invite their customers to write reviews, they engage customers who otherwise may not have bothered to provide their feedback. We often see that when companies invite their customers to review them, they entice many of their satisfied customers to express their opinions when those customers otherwise wouldn’t have done so.
All in all, companies that invite their customers to leave feedback are often reviewed by a more representative group of customers. For companies that have a high level of customer service, this often results in a greater number of positive reviews and therefore a higher TrustScore.