As marketing budgets expand, executives’ expectations rise. Data from the 2018 Gartner CEO and Senior Business Executive Survey shows that “57 percent of CEOs will increase their marketing budget this year,” putting pressure on marketers to produce results.
We live in a business-world dependent on online reviews. Not only is it rare to come across a business or product lacking in online reviews, but these brief tidbits of information have become so popular that when a business lacks them entirely, it’s suspicious. Honest customer experience is a well-trusted and valuable source in today’s market. They’re powerful enough to make a substantial impact on a business’s sales. This makes review collection a valuable part of business operations. That being said, there can be quite a lot of misunderstanding when it comes to expectation versus reality.