Asking for customer reviews at the right time: Sooner is not always better
New research examines the best time to prompt customers to provide reviews.
In this article published Jan. 10, 2023, by the American Marketing Association:
The likelihood of writing a review decreases as time passes because consumers' recall becomes blurry. This is more of a reason for companies to find the fine balance between asking for reviews too soon and waiting too long — both of which affect the quality of reviews.
– Sang Pil Han, associate professor of information systems
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