Hi Christeli,
Thanks for your comments ... I appreciate them and as you know I also think highly of you and the mattresses you make as well.
I think that the whole topic of reviews is a complex one and from my perspective one of the biggest issues in the industry is that they have the influence on consumers that they do. I see this as a reflection of lack of consumer education about mattresses in general and to some degree a reflection of the unwillingness of many consumers to do more legitimate and meaningful research instead of taking "shortcuts" for a purchase that can affect the quality of their lives for many years.
I'll make a few more comments as well but one of my most common comments on the forum reads as follows ...
While other people's comments about the knowledge and service of a particular business can certainly be helpful ... I would be very cautious about about using other people's experiences or reviews on a mattress (either positive or negative) as a reliable source of information or guidance about how you will feel on the same mattress or how suitable or how durable a mattress may be for you and in many if not most cases they can be more misleading than helpful because a mattress that would be a perfect choice for one person or even a larger group of people may be completely unsuitable for someone else to sleep on (see
post #13 here
).
Unlike a review about the knowledge and service of a company ... the only thing a mattress review will normally tell someone else is how one particular person likes a particular mattress and even this is usually based only on initial or early impressions that are very subjective and little else. In some cases (with some of the newer online "simplified choice" mattresses especially) they are also driven by the income they earn for referrals more than a genuine desire to share their experiences to help others.
While someone writing about a mattress that they love or someone writing about a mattress that they don't like certainly isn't an issue and it's a natural tendency for people to want to share their experiences (positive or negative) with others ... the problem starts when someone else believes that other people's reviews or experiences with a mattress has any meaning or relevance for them as well and then start using reviews as a meaningful source of guidance for their own purchase. This can be very risky when it comes to more individualized purchases such as a mattress and would be similar to someone buying clothes or shoes that are a good fit for somebody else but not for them. If someone decided to buy clothes or shoes based on the "votes" of 100 people that knew nothing about them or the clothes that would be likely to "fit" them or that would match their own circumstances or their unique needs and preferences ... I wonder what the odds of a successful outcome would be?
Even worse ... what often happens is that many consumers go overboard either in their praise or their criticisms when they either recommend the same mattress to others or tell people to avoid it completely when they really don't have the knowledge, experience, or expertise to provide mattress advice for anyone else.
In many cases they also completely confuse the their own comfort on a mattress with the quality of a mattress and believe that a mattress that they don't sleep well on is a poor quality mattress that other people should avoid or that a mattress they sleep well on is a good quality mattress that other people should purchase which of course isn't the case at all. They don't realize that comfort and what I call PPP (Posture and alignment, Pressure relief, and Personal preferences) is related to the design of the mattress and how well it "fits" each individual person and not the quality of the materials.
I also realize though that there is another side to reviews from the perspective of online companies such as yours where reviews have become a major part of online marketing and consumer perception (for better or for worse) and that "counting reviews" has become just another version of "counting coils" ... and of course both of these are only about marketing and have little real value when it comes to being a useful way to choose a mattress.
Because this is part of the current reality of consumer buying habits (again because most consumers don't know any better) ... online mattress companies have become more and more heavily involved in "driving" reviews through various methods that range from more frequent followup to various forms of incentivising the review process so that they can "point to" their reviews as a source of differentiation. In some ways this is somewhat similar to manufacturers adding a few coils to their coil count and then pointing to the higher number as being "better".
The problem with incentivising reviews is human nature itself which is difficult to avoid. When the review process is incentivised ... it's common knowledge that the reviews will change their "tone" into more positive versions with different "language" that is no longer a completely accurate reflection of a customer's actual experience that would be the case with a more "organic" review process. While I certainly applaud any company's efforts to "encourage" reviews with more frequent or ongoing followup that identifies any issues with the purchase that a consumer makes and at the same time requests that they review the mattress online ... and this type of followup can often lead to very positive reviews about a company's service and their efforts to correct any issues that could otherwise have led to a negative review ... I also believe that when there is an "incentive" involved that the review process itself and the "tone" or content of the reviews become skewed and to varying degrees and they are no longer a completely reliable indication or reflection of customers' true experiences. The incentives introduce too much uncertainty into the review process. There are even some companies that carry this to an extreme or even worse pay for "fake" reviews or pay to have their reviews "cleaned up" and in these cases I personally don't trust the validity of their reviews at all.
Unfortunately ... kbmw94's review is an example of the type of review that I have been discussing. If you reduce their review down to it's basics it simply reads "I purchased a mattress that I didn't like and then I didn't take advantage of the opportunity that was available to me to replace the mattress with something that I liked better". They then wrote a "negative" review which crossed the line into using language that says things like "this mattress is simply awful" or that "this mattress has been a waste of money" which of course are only subjective opinions that only apply to two people. The problem is that unfortunately the "tone" and content of their review will likely also affect the purchase decisions of other people.
They also wrote that after the trial period was long over they were hoping that you would provide them with some kind of "deal" to replace the mattress which of course you declined (and rightfully so) but by writing about this in their review they cast a negative light on you when you were only following your own written policy that was part of what they agreed to when they purchased the mattress when instead they could have written about the mistake they made and their choice not to pursue an exchange that could have helped other people to avoid making the same mistake as they did.
After you declined they then decided to write a negative review (here and on your site) and in effect they were using "negative pressure" (the possibility of a negative review) instead of "positive pressure" (receiving something for writing a review) which both involve some kind of "pressure" to affect an outcome and really aren't much different from each other. If I was "reviewing" their review I would give it one star out of five because it just isn't balanced or a fair assessment of their experience with your company and puts the responsibility for their choices on you instead of assuming the responsibility for their choices themselves.
Phoenix