The psychology of getting customer reviews
Learn how to use psychology to get more customer reviews. Master Dr. Cialdini's reciprocity principle to increase review response rates naturally.
How Psychology Helps You Get More Reviews
Understanding the psychology of getting customer reviews is key to success. When you use psychology to get more reviews, you tap into natural human behavior that can dramatically increase your review response rates.
Give First
Provide value, help, or a gift before asking for anything in return
Create Obligation
The natural human tendency to return favors kicks in automatically
Get Reviews
When you ask for a review, they're more likely to say yes
The Science Behind Reciprocity
Dr. Robert Cialdini's Research
Dr. Cialdini's groundbreaking research on influence identified reciprocity as one of the six key principles of persuasion. His studies showed that when people receive something of value, they feel a strong psychological obligation to return the favor—even if the original gift was unsolicited.
This principle is so powerful that it works across cultures, ages, and situations. It's not manipulation—it's understanding and working with natural human psychology.
Key Findings:
- • Reciprocity works even with unsolicited gifts
- • The obligation can last for years
- • It's stronger when the gift is personalized
- • Timing matters—ask soon after providing value
Why It Works:
- • Hardwired into human psychology
- • Creates social bonds and trust
- • Makes people feel good about helping
- • Builds long-term relationships
How to Implement Reciprocity
Provide Unexpected Value
Go above and beyond what customers expect. This could be extra service, helpful advice, a small gift, or simply being there when they need you most.
Examples of Value:
- • Free consultation or advice
- • Going the extra mile on service
- • Sending helpful resources
- • Remembering personal details
- • Following up after service
Timing:
- • During the service process
- • Right after completion
- • When they have a problem
- • On special occasions
- • Just because you care
Let Reciprocity Work
After providing value, give customers time to feel the natural urge to reciprocate. Don't immediately ask for a review—let the psychological principle work its magic.
Pro tip: The best time to ask for a review is when they express gratitude or satisfaction. That's when the reciprocity feeling is strongest.
Ask for the Review
When you do ask for a review, frame it as a way they can help you, which aligns with their natural desire to return the favor you've given them.
Real Examples
Restaurant Example
The Value:
A couple celebrating their anniversary gets a complimentary dessert and champagne. The server remembers their names and makes the evening special.
The Ask:
"We're so glad we could make your anniversary special! Would you help us by sharing your experience on Google? It would mean a lot to our team."
Service Business Example
The Value:
A plumber fixes a leak and then checks the entire system for free, saving the customer from future problems. He also provides maintenance tips.
The Ask:
"I'm glad I could help prevent future issues! Would you mind sharing your experience on our Google page? It helps other homeowners find reliable service."
Best Practices
Be Genuine
Reciprocity works best when your value is genuine and heartfelt. Don't fake it—truly care about helping your customers.
Pro tip: People can sense when you're being manipulative. Authentic care creates stronger reciprocity.
Personalize the Value
Tailor your value to each customer's specific needs and situation. Personalized value creates stronger reciprocity.
Pro tip: Remember details about their life, preferences, and past interactions.
Don't Keep Score
Give value without expecting anything in return. The reciprocity will happen naturally when you least expect it.
Pro tip: Focus on building relationships, not collecting reviews.
Timing is Key
Ask for reviews when customers are expressing gratitude or satisfaction. That's when reciprocity is strongest.
Pro tip: Listen for cues like "Thank you so much!" or "This is amazing!"
The Win-Win Philosophy
Reciprocity isn't about manipulation—it's about creating genuine win-win relationships. When you help your customers, they naturally want to help you back. It's human nature at its best.
You Win Because:
- • Higher review response rates
- • Stronger customer relationships
- • More loyal customers
- • Better word-of-mouth
They Win Because:
- • Receive unexpected value
- • Feel appreciated and cared for
- • Get better service
- • Build a relationship with you