During the E-Marketing Show on 13 April 2016, AFNOR Certification awarded NF Service – Online Consumer Reviews certification to B&B Hôtels, the leading budget hotel chain in France. This standard guarantees the quality and reliability of the way in which consumer reviews are processed. This certification marks a first in the hotel industry.
Nearly nine out of ten French consumers read the reviews left by other consumers on the Internet, and 89 % of them believe that such reviews are “useful” or “very useful”. However, there is a clear lack of trust, since three quarters of French consumers think that some customer reviews are fake (source: Testntrust third survey on fake consumer reviews by Easypanel). This finding prompted B&B Hôtels to take action and focus on obtaining NF Service – Online Consumer Reviews certification in a bid to restore consumers’ confidence in the reviews posted on digital platforms (website, mobile site and applications).
A hallmark of transparency and reliability
After AFNOR Certification carried out a complete audit late March 2016, B&B Hôtels was authorized to display the NF Service – Online Consumer Reviews mark as evidence of its ability to meet the requirements governing the collection, moderation and display of consumer reviews.
“Consumer reviews currently play an important role when customers are looking up information and deciding whether to buy. As part of our aim to continually enhance customer satisfaction, NF Service – Online Consumer Reviews certification strengthens the relationship of transparency and trust that we have built with our customers. It proves that we are firmly committed to checking whether online reviews are genuine and true,” explains Benoit Lamézec, Marketing and Distribution Director.
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