Well, there are both pros and cons of giving incentives for getting reviews.
If we go with monetary incentivization –
- % of people filling reviews will increase
- Quality of reviews may not be good as customers might just want to fill it for money
- You lose money as a firm
In my opinion, a better kind of incentive might be one which is non-monetary. We can have customers’ ratings linked to the ratings they give. E.g. in Ola/Uber, they can create an incentivization policy where if the customers rate the drivers their ratings will improve. Now again we will have to do this in a smart manner.
- Customers should be told that the ratings provided by them will have a positive feedback on their own ratings. But the actual correlation should never be shown to the end user.
- Also, we should not just look at the number of ratings provided by the customers but we should also look at the spread of the ratings provided by them. This will help to understand if the reviews provided by the customer are having good quality or not. E.g. a customer providing a rating of 5 always definitely means is not putting enough efforts to rate. As not all drivers can give you the same kind of service.
Therefore, I believe that a smartly driven non-monetary incentive can help firms raise their numbers and quality of feedback/reviews. This, in turn, helps them to improve quality of their service.