In today’s review-driven economy, platforms like TripAdvisor, Google and Trust Pilot as well as other review platforms hold enormous influence. A single star can shift buying behaviour — in fact, over 50% of consumers avoid businesses rated below four stars [1], while even a half-star boost can increase bookings by up to 49% [2]. So how can businesses not only protect their reputation but improve it in a credible, scalable way?
The answer: use surveys to create a feedback loop that amplifies praise and intercepts problems before they reach the public.
What prompts people to leave reviews on public platforms?
Customers don’t leave reviews at random — there’s psychology behind it. According to industry research, 74% of consumers trust businesses more because of positive reviews [3], and many rely on them as a final deciding factor before booking or buying. Yet despite their impact, most satisfied customers stay silent unless they're prompted, while unhappy guests are more likely to leave unsolicited negative reviews.
That’s why timing, context, and method are everything. Ask too late, and the moment passes. But prompt people at the right time — when the experience is fresh and emotions are high — and you significantly increase your chances of receiving a review. In fact, 96% of customers say they would leave a review if asked at the right time [4].
Avius Insight: In our research with Merlin Attractions across over 150 sites, 80% of guests said they discussed their experience with someone else, and those who were dissatisfied were more likely to share (93%) than those who were satisfied (79%). This word-of-mouth dynamic plays out online too — and shows why early intervention is key.
Why would people want to participate in an onsite or online survey?
Customers are far more willing to engage with feedback systems when:
They feel their opinions are genuinely valued.
The experience is still fresh in their mind and they’re motivated to share it — especially if it was particularly good or bad.
They have a specific pain point and hope their feedback will lead to a real-time resolution.
The survey taps into an impulsive reflex — such as answering a snappy, simple question — particularly when the process is quick and effortless (e.g., tapping a smiley face or star).
That’s why kiosks, tablets and post-visit online links have such high response rates. For example, one-question kiosks placed at exits can see over 30% usage rates[5].
Avius Insight: In our deployments across UK attractions, we’ve found that collecting feedback in the moment significantly improves response rates. For example, multi-question surveys placed at London Tower Bridge exits have reached engagement rates of up to 12% — an impressive results for longer formats.
And the value is clear: guests who felt their feedback was addressed were more likely to return. Avius’s Merlin Attraction study found that 99% of guests who were satisfied with a follow-up said they were likely to visit again, compared to just 48% of those who were dissatisfied.
How surveys help with TripAdvisor and Google ratings
Surveys act as a filter and amplifier for your brand reputation:
Happy customers are nudged to leave public reviews: After giving a high score on a survey, customers can be politely prompted to leave a review on TripAdvisor or Google. This is a natural, compliant ask — not an incentive or manipulation. These timely nudges often result in a higher volume of positive reviews.
Unhappy customers are intercepted early: If someone gives a low score, the system triggers an internal alert — allowing a manager to follow up privately and resolve the issue before it appears online.
Public praise increases, private complaints stay private: This system doesn’t gate reviews inappropriately — it simply invites people to speak up through the right channel. That makes it ethical, effective, and within the terms of TripAdvisor and Google.
Avius Insight: With Avius kiosks in place, The View from The Shard in London maintained a 90%+ satisfaction rate two years running (90.5% 2024, 90.3% 2025). Instant feedback helps staff resolve issues on-site, encouraging more positive public reviews and fewer online complaints.
Gating reviews doesn’t mean cheating — it means respecting the customer journey
There’s a misconception that filtering feedback is dishonest. It’s not — as long as it’s done transparently and within guidelines.
You’re not stopping people from reviewing — you’re simply capturing issues earlier and encouraging happy customers to share their experience.
You’re not rewarding only 5-star reviews — you’re inviting all customers to give honest feedback, and then choosing how to follow up.
This is no different from how a good waiter checks in during a meal. If a guest is unhappy, the staff fixes it. If they’re thrilled, the waiter might say, “We’d love it if you left us a review.” That’s good service, not manipulation.
Conclusion
According to Avius’s own research with Merlin Entertainment, feedback drives loyalty, reputation, and revenue. Surveys give businesses the tools to:
Catch complaints in real-time.
Convert satisfaction into public praise.
Improve operational decisions based on real guest insights.
And most importantly, they help ensure that your best customer stories are the ones people see online — not just the worst ones. If you're not actively collecting feedback on-site or post-visit, you're leaving reputation — and revenue — on the table.
About Avius
Avius is a leading voice of the customer (VoC) solution provider, offering a flexible suite of tools that make it easy for businesses to collect, respond to, and act on real-time customer feedback. Whether it's through our intuitive touchscreen kiosks, simple smiley face buttons, online surveys, or QR code access points, we help you engage with customers at exactly the right moment — when their experience is still fresh. Our platform turns raw feedback into actionable insights, enabling you to improve service on the spot, boost online reviews on platforms like Google, TripAdvisor and Trust Pilot, and strengthen customer loyalty over time. With instant alerts, customizable reporting, and easy multi-site management, Avius equips your team with everything they need to listen, respond, and grow.
Want to know how can Avius improve your review scores? Contact us for more information or arrange a free 30 mins consultation here.
References
[1] 50%+ of consumers avoid businesses below 4 stars: BrightLocal Local Consumer Review Survey 2023
[2] A half-star increase can boost bookings by 30–49%: Tech Crunch
[3] 74% of consumers trust a business more because of positive reviews: [BrightLocal 2023]
[4] 96% of customers will leave a review when asked: [BrightLocal Review Generation Survey 2023]
[5] 30%+ engagement rates from feedback kiosks: Based on general industry benchmarks from kiosk vendors and case studies.
