Do Trustpilot repress the voices of angry customers? An analysis of 4 709 reviews about Trustpilot

Trustpilot is a site that gathers reviews about different companies to bring people and companies together. They say that they offer a free and open to all review platform, but our analysis unveils questions about how free the site really is.

Why do we say this?

The topic with the most negative impact on the overall grade is the topic “removed”. It has an average grade of 1,43 / 5  which is very low compared to the overall average grade for the project of 3,58 / 5. We can see that “removed” is highly related to the topic “company” with over 30% of the reviews about “removed” also mentioning “company”. The complaint that people have is that Trustpilot removes their reviews because companies request them to do so. Some people feel like their legitimate reviews are being removed unfairly. The point of gathering reviews disappears when companies can choose which reviews they want to have. There seems to be a difference between what kind of critique customers view as acceptable and what Trustpilot thinks. The reviewers want Trustpilot to take a step aside and be a bit more ruthless towards the companies.

We can see that the topics “email” and “response” are linked to each other and that they are negative drivers for the overall grade. The topic “email” has an average grade of 1,91 / 5 and “response” has an average grade of 2,59 / 5. Reviewers are unsatisfied with the way that Trustpilot deals with emails. The lack of response makes them frustrated. It looks like Trustpilot has some work to do to improve their customer service. Dealing with emails in a better way could help boost the grade for the company. Some customers also complain about getting too many uninteresting or “spam” emails from Trustpilot. It may be a good idea to focus on answering the questions that people have instead of sending emails that are just going to be deleted.

Another topic of interest is the topic “name”. The topic has an average grade of 2,61 / 5. “Name” is related to “wrong” and it seems like Trustpilot gets people’s names wrong when they publish. This is a bit disrespectful and people feel offended by it. There is also another issue visible about the topic “name” in our analysis. There is a relation between “name” and the topics “published” and “permission”. Some feel like they haven’t given Trustpilot permission to publish their full names with their review. This is perhaps something that Trustpilot can clarify to make sure people know how their personal information is handled. Trustpilot should also try a bit harder to get the names right.

The research team at Gavagai performed this analysis using our AI-powered text analysis tool, Gavagai Explorer. All texts analyzed in this article are collected from public online data published on TrustPilot.

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