Trustpilot: Helping businesses gain trust with real-time consumer reviews and insights
About Trustpilot
Trustpilot is a public platform where millions of consumers set the bar for trust and hundreds of thousands of businesses earn it — a place where consumers can leave reviews for businesses and businesses can respond to honest feedback. The platform helps consumers shop with greater confidence and delivers real-time insights to help businesses improve the experiences they offer.
The platform is free to use and open to all businesses and consumers — yet independent of both — so every interaction on Trustpilot is transparent for all to see. Over 213 million consumer reviews of businesses and products of almost 900 thousand domains have been posted on Trustpilot and those numbers are growing by more than one review per second.
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Contact usTrustpilot distills millions of online reviews into real-time customer insights with Google Cloud solutions, powering better business decisions worldwide and building stronger company and consumer trust.
Google Cloud results
- Sentiment model running at 96% accuracy
- Topic model operates at 93% accuracy and covers more than 53 general topics
- Reduce time to market for data-driven product features
- Analyzes customer reviews in any language
96% accurate sentiment analysis for real-time insights
Today's businesses rely on a currency more valuable than money—trust. With over 213 million consumer reviews and counting, leading global review platform Trustpilot, helps instill trust between consumers and businesses through online feedback.
"Trust is a critical factor in consumers' decision making, and at Trustpilot, we are helping instill trust between consumers and businesses. Our insights give consumers more confidence in their decisions, and give businesses the feedback they need to improve customer experiences."
—Sara Hajian, Senior Data Scientist Manager, TrustpilotTrustpilot provides a transparent platform for businesses and customers to share reviews and feedback, helping customers make informed and confident buying decisions, and helping businesses to build brand reputation, customer engagement, and sales. The company's analytics tools also help businesses track their performance and engage with customers.
"Trust is a critical factor in consumers' decision making, and at Trustpilot, we are helping instill trust between consumers and businesses," says Sara Hajian, Senior Data Scientist Manager, Trustpilot. "Our insights give consumers more confidence in their decisions, and give businesses the insights they need to improve customer experiences."
For businesses to react quickly to customer reviews, providing meaningful insights on large datasets at speed is essential. By implementing Google Cloud solutions in its production pipelines, Trustpilot is helping its teams to make timely decisions on which areas of the business to improve based on customer perception, competitor offers, and industry trends.
Racing against the clock
Trustpilot's main source of data comes from reviews. Nearly 900,000 domains have been reviewed on Trustpilot's platform—a number that's growing every day.
Trustpilot's data teams need to access and analyze these reviews quickly to make informed decisions and meet customer needs. With no storage limits, Google Cloud Storage and BigQuery enable those teams to store large amounts of data in a scalable way, running highly complex queries within a matter of minutes or seconds, rather than hours or days.
"Google Cloud was very quick compared to my experience with other companies. It took me just two days to build a proof of concept. I could not have done that easily with on-premise data. With Google Cloud, we can be agile. Rather than working in silos, we're totally integrated into the journey."
—Sara Hajian, Senior Data Scientist Manager, TrustpilotThis speed is especially important in equipping businesses with the insights they need to provide efficient customer service. A staggering 95% of consumers consult reviews before purchasing from a business, and 88% of consumers are likely to engage with a business that replies to all reviews, regardless if they are positive or negative. In a highly competitive market, responding quickly and thoughtfully to customer feedback is critical for building brand reputation, trust, and customer loyalty.
"Google Cloud was very quick compared to my experience with other companies," says Hajian. "It took me just two days to build a proof of concept. I could not have done that easily with on-premise data. With Google Cloud, we can be agile. Rather than working in silos, we're totally integrated into the journey."
Understanding what you mean, not just what you say
With customer communication, context is key—so for businesses trying to understand a customer review, understanding that context is essential.
That's why Trustpilot developed a scalable in-house sentiment and topic model, providing analytics and insights from customer reviews so businesses can respond to them in real time.
As an early adopter of Google Cloud VertexAI, Trustpilot used it to experiment with training data and test its natural language processing models. BigQuery and Google Cloud Dataflow provided other essential ingredients in this process, allowing the team to house its data and build inference pipelines, processing incoming data in real time and generating predictions.
With Google Cloud VertexAI notebooks, Trustpilot's data scientists experienced a significant improvement in collaboration and efficiency. They were able to seamlessly share feedback and analysis with each other, fostering a collaborative and dynamic work environment.
Trustpilot's sentiment model currently runs at 96% accuracy. The company's topic model, which analyzes and identifies more than 53 general topics, is even more complex, and operates at 93% accuracy. This doesn't just include topic identification, but multi-level classification.
"Google Cloud technology has enabled us to build a successful and reproducible natural language processing pipeline more easily," says Hajian.
Broadening the horizon
In a globalized society, multilingualism is essential—especially in business. Access to global insights provides big business impact, enabling companies to better understand and serve markets across multiple locations, cultures, and languages.
So although 98% of its reviews are written in the world's top 10 most used languages, Trustpilot's natural language models are now language agnostic. This allows Trustpilot to identify topics and sentiment in any language, and give its clients the ability to understand any customer no matter who they are or where they're from. This was made possible with the pipelines Trustpilot built with Google Cloud.
"A key factor to improving our models' accuracy was increasing the size of the training data," says Hajian. "Google Cloud helped us achieve that increase, and that scalability has been really key for us."
Strengthening trust with data
Accountability is essential for trust, which is why Trustpilot uses a combination of automated technologies, people, and its community to safeguard the platform. Trustpilot's automated technologies employ machine learning algorithms to automatically detect fake reviews and accounts using a combination of historic and behavioral data.
"Google Cloud has been very useful for driving innovation, and converting innovation into growth and significant improvement in our products for customers, moving the company to be more data driven."
—Sara Hajian, Senior Data Scientist Manager, TrustpilotOther measures, such as consumer verification, also build trust and enhance the integrity of content on the platform. Reviewers verify their own identities, and businesses and consumers are both able to flag suspect reviews. This allows Trustpilot to take action quickly and consistently improve the platform's product.
"Google Cloud has been very useful for driving innovation, and converting innovation into growth and significant improvement in our products for customers, moving the company to be more data driven," says Hajian.
Going forward, Trustpilot will continue creating ways to help consumers write better reviews, so businesses and consumers alike have access to richer, authentic and higher-quality content, all based on customer data.
Tell us your challenge. We're here to help.
Contact us
About Trustpilot
Trustpilot is a public platform where millions of consumers set the bar for trust and hundreds of thousands of businesses earn it — a place where consumers can leave reviews for businesses and businesses can respond to honest feedback. The platform helps consumers shop with greater confidence and delivers real-time insights to help businesses improve the experiences they offer.
The platform is free to use and open to all businesses and consumers — yet independent of both — so every interaction on Trustpilot is transparent for all to see. Over 213 million consumer reviews of businesses and products of almost 900 thousand domains have been posted on Trustpilot and those numbers are growing by more than one review per second.