Customer reviews are undoubtedly the bloodline for business success. But what if ‘ask fatigue’ is causing more harm than good? This blog explores unique ways of building customer loyalty, improving customer experience, and enjoying rave reviews as a result. 

Asking for Google reviews, or testimonials, is part and parcel of business. After all, it makes sense that other potential customers want to see and hear the experiences and results of those who’ve come before.  

But, as we go into 2025, we’re calling it: customer review fatigue has hit.  

Technology has been both a blessing and a curse for reviews. It’s made it easier to get an overview of whether a brand delivers on their promise and it’s also made it easier than ever before for brands to bombard inboxes and pop up boxes with, “review time?”  

Sometimes people just want to eat their croissants in peace.  

Review fatigue is not a new phenomenon. Forbes was writing about it in 2015, but it’s undeniable it’s hit peak pressure now. 

While in Australia brands have tried to reward customers for reviews while still towing the regulatory line by creating chance competitions and offering entries in exchange for the review, we’re saturated from yay to nay with competitions and creeper pop up boxes that ask us for more before giving us more.  

In a world where user generated content is more important than before, how do businesses pivot?  

The answer lies in finding ways to appreciate more than ask. The organic by product is you will fill the customers’ cup to the point that they will want to tell everyone about it.   

The ‘ol days of rewards cards, minuscule discounts to entice people back and annoying birthday texts are gone. To be honest, who really cares that a hairdresser they haven’t visited in 10 years sends them an auto birthday text with $10 off? Instead, customers want to feel genuinely appreciated.  

For example, who doesn’t want to take a photo of themselves at an exclusive event and tell the world what they’re up to? The beauty is their joy is genuine.   

So, as we head into the future, it’s time to sit down and go through your customer list:  

• Who are the customers you haven’t heard from for a while, how are they genuinely doing? Maybe you might send them a handwritten card or drop their favourite coffee order off to their office and say hello.  

• What could you create for your most frequent customers to make them feel special? 
• Instead of sending them a birthday text, why don’t you send them a little sample size of their favourite product? Make it gift-like.  

For example, something electro: did for a client was sent them a Tsoureki for their Orthodox Easter celebration. Something simple, heartfelt and genuine.  

The marketing team may argue that this kind of approach will take longer and cost more money. We’re not going to lie: it may take longer and cost more money. What we’re looking for here is genuine value, not cost, but we’re not suggesting you throw the baby out with the bathwater.  

Of course, you’ll have your quick wins and low-hanging fruit. Of course, you can still ask for reviews, testimonials and look for engagement scale. But, this is about the other side of that coin: creating genuine moments for your customers. It’s about being chicken soup for their soul. That’s where the feel-good stuff lies.  

As we move into the tech future, we’re going to have to dig deeper as brands to show our appreciation to clients and engage with markets. It will take elbow grease and some ingenuity, but it will have substance.  

A great question to ask yourself is, ‘how can we turn our brand into a meaningful moment?’