Unfortunately, not all reviews are real, some companies pay for people to write fake reviews, which doesn’t help as we often don’t know if the reviews are genuine or not. Other companies will display a “testimonial” page on their website which is fully editable by the owner of the company. The reviews that are displayed could be genuine comments from customers, but they could also be just made up. Either way, they are carefully picked so only the best comments are copy and pasted.
The good news is that there are a genuine platforms, such as Feefo, which provide consumers with the most trusted feedback ratings available and allows retailers with an independent, easy to use service that generates genuine responses from real consumers.
WHY DO RETAILERS SUBSCRIBE TO REVIEW SERVICES?
Companies that display reviews on their website are very possibly written themselves, as they don’t have the confidence in their product or service to pass on this authority to a trusted, impartial third party who have rigid regulations in place. Retailers who subscribe to an independent review company have done so because they are a genuine organisation, confident that any issues or complaints will be resolved professionally and fairly and so are not fearful of genuine feedback.
DO YOU RUN THE REVIEW SERVICE?
No, we don’t. We use an independent review platform called Feefo. Their system operates separately from ours, and we can’t alter anything in there. Their business is built on trust, and they can’t afford to compromise, so you know you can trust the reviews that you read there.
ARE THE REVIEWS REAL?
Yes, they are. Every single one of them. The request to write a review is generated by our website’s ordering system when a purchase is ‘complete’. This is when we have shipped the item, and it has been confirmed as received.
DON’T YOU JUST SEND THEM TO CUSTOMERS YOU LIKE?
We have no control who gets a review request. Feefo independently generates an email to each customer when the order is fulfilled.
CAN’T YOU DELETE THE ONES YOU DON’T LIKE?
No, we can’t. We can’t get into the “behind-the-scenes” part of Feefo to edit or delete anything that’s said there. That’s the reason why we chose an independent review system, so that you can trust completely the reviews that you read. All we can do is respond to it and offer a resolution, which we will always do.
BUT WHAT ABOUT THE REVIEWS THAT GIVE A LOW NUMBER OF STARS?
Hopefully there aren’t too many of those, but if someone raises a genuine complaint, then all we can do is answer it and deal with it in the real world.
You’ll see a couple of times that we’ve answered a customer’s comments on Feefo, and explained why something occurred, and the steps we took during the process, to change it or stop it happening again.
WHAT DOES THE 4.9/5 FIGURE MEAN?
Our current rating is 4.9 out of 5 stars (at time of posting, October 2020) but this can change daily. That means that the average number of stars that people have given us is slightly less than 5. From 93 reviews over the last year (nearly 400 in total), we’ve got 86 with 5 stars, 6 with 4 stars, and just 1 with 3 stars. There aren’t any reviews that give us 1 or 2 stars, which is good news! You can sort the reviews based on the number of stars they give us, or the most popular, or the most recent.
WHY DO SOME REVIEWS SAY “KINETIQUE”?
We have previously traded under the name ‘KinetIQue’, before we changed to Ethica Diamonds. It’s mostly the same people, and certainly the same commitment to customer service, so the fundamentals haven’t changed.
WHY DOES THE RATING ONLY REFER TO THE LAST YEAR?
This is something that Feefo manage, not us. It is to prevent businesses being tarnished by mistakes made under a previous management, or by a person who has now left. It means businesses can improve, and aren’t held down by past mistakes, or haunted by a dreadful review that they can’t do anything about. You can see 356 reviews on our vendor page, which date back further than the 12 months reflected in the 4.9/5 figure. However, you will see that almost all of the reviews marked ‘a year ago’ or older on Feefo’s site, are still 5 stars. We’ve always had a focus on customer service, and a wonderful product – and there’s proof!
CAN I LEAVE A REVIEW?
Yes please, if you’ve bought something from us, we’d love you to leave a review of our product and customer service. Even if you’re not 100% happy, we’d like to know, so we can apologise, and improve.