The most common mistake is treating GPI as a numbers-driven exercise rather than a strategic, analyst-facing channel. When teams chase review count alone, they often create problems that undermine both compliance and credibility.
Typical issues include over-incentivizing reviews, coaching customers too aggressively, relying on one-off campaign spikes, ignoring less-positive feedback, and keeping the program isolated within marketing. These patterns reduce review quality and make the resulting customer evidence less useful for analysts, buyers, and internal stakeholders.
A more effective model is to manage GPI as part of a broader AR and customer-proof strategy. That shifts the focus from volume to quality, recency, representativeness, and downstream business impact.
