Trends in Trust

Our CEO's Promise and what it means for consumers

Wednesday, September 9, 2020
Our CEO's Promise and what it means for consumers

Back in June, our CEO Peter announced a set of initiatives and promises that will help us be more transparent and allow consumers to better navigate our platform and rely on trustworthy reviews on Trustpilot. While we’re proud of these promises, some consumers have questions about how these initiatives will impact their review experience and how these changes will help them make better-informed decisions about what companies they can trust.

If you haven’t read the open letter from Peter, we recommend you do so here.

Below we’re breaking down a few of the biggest promises Peter outlined in his letter and explaining how consumers will see a tangible impact on their experience with Trustpilot as a result of these initiatives before the end of the year.

We’re keeping ‘flagged’ reviews online.

Historically, when a review is flagged on Trustpilot by a business, we temporarily hide the review while it is being investigated by our Content Integrity Team. The team goes through a set of checks to authenticate the review experience or examine if it violates our guidelines (such as featuring personal info or harmful or illegal content) before deciding to reinstate or permanently remove the review.

Historically, when a review is flagged by a business, the review content is temporarily hidden while our Content Integrity team investigates. The team checks whether the review violates our guidelines for the reason it was flagged. If the review was incorrectly flagged, it goes back online. If the review does violate our guidelines, we’ll work with the review to bring it into line or verify it, so it can be reinstated.

Every month, our Content Integrity Team handles tens of thousands of tickets so sometimes these investigations take time. Understandably, consumers are frustrated when their authentic review is under investigation and not shown on Trustpilot. We know that this diminishes trust in our platform, which is why we’ll no longer be hiding ‘flagged’ reviews during the investigation process. A review will only be taken offline if it violates our guidelines and can’t be brought into line, for example, if it contains personal information and the reviewer declines to edit their review.

We know allowing reviews to stay visible while under investigation is an important change to keep our platform trusted, and it’s one of the changes consumers will see by the end of the year.

We’re pioneering a new ‘fraud fingerprint’ and we’re doubling our Content Integrity and Data Science Teams

Simply put, we’re doubling down on our efforts to make sure fake reviews stay off our platform, that untrustworthy companies seeking to game our review system are identified and stopped, and that flagged reviews are investigated quickly.

Investing more in fraud detection technology aka our ‘fraud fingerprint’ means that fake reviews and bad actors will be caught before they get the chance to abuse our platform. Investing in our teams ensures that any other problems consumers or businesses identify on our platform are addressed by a real person who will quickly resolve the problem.

We’re adding even more transparency to company pages and we’re strengthening our ‘Consumer Alert’ system

At Trustpilot, we think information is power. The more information a consumer has, the more power they have to make informed decisions about the kind of companies they want to engage with.

Currently, when you look at a company on Trustpilot, you can see detailed information about the way a company manages reviews in the ‘Business Transparency’ section of their profile page. This gives you information about everything from review source and the number of invited reviews on their page, star distribution by review source, how many reviews the company has flagged, and much more. Over the next few months, we’ll be adding even more features that tell consumers how a company behaves on Trustpilot.

We’ll also be making changes to our ‘Consumer Alert’ system—when a company attempts to game the system to impact their reviews and Trustscore, consumers will see clear notifications on company profile pages that indicate the company has behaved badly.

This information, combined with the reviews left by other consumers, equips consumers with information that lets them make a decision about whether a company is trustworthy.

What’s next?

As promised by Peter, you’ll see these changes and more by the end of the year. But we know to keep up with the trust expected of us by consumers, we need to be vigilant about ways to improve our platform and remain a trusted source of information.

We want to know what else we can do to maintain trust and transparency with consumers and what changes will allow consumers to continue to have faith in authentic reviews left on Trustpilot. If you have ideas or want to give feedback on our Trust Promise, leave us a review on Trustpilot.


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