How We Compile Customer Testimonials

Last revised: July 13, 2025

A detailed explanation of how seeDNA Forensic Science Laboratory has collected 2,135 customer reviews and testimonials since 2015, along with our evaluation criteria. We introduce our highly transparent practice of publishing every opinion, satisfied or not, with names anonymized.

seeDNA Customer Testimonials — How We Collect Them and Our Evaluation Criteria

We publish 2,135 customer testimonials received through social media, Google reviews, and messages sent directly to us. Since we began tallying reviews in 2015, 2,093 have rated us as "satisfied."

For many people, DNA testing and genetic testing are a first-time experience. Before undergoing testing, many people naturally worry about questions like "Is this really a trustworthy organization?", "Will the results be accurate?", and "Will the staff be courteous?" To help ease these concerns as much as possible, seeDNA Co., Ltd. (seeDNA Forensic Science Laboratory) publishes every single opinion and comment we receive from customers, with full transparency [ref:1].

Criteria for Counting a Review as "Dissatisfied"

We classify customer feedback into "satisfied" and "dissatisfied" categories. A review is counted as "dissatisfied" if it meets any one of the three criteria below.

1. A Google review of 1 to 3 stars
2. The respondent selected "dissatisfied" for Q1 on the survey below
3. At least one-third of the text in a social media post or email is negative in content

These classification criteria are designed to be objective and reproducible, even from a third-party perspective. In particular, the negativity threshold in criterion 3 for social media posts and emails isn't triggered simply by the presence of negative words — it applies only when at least one-third of the entire message consists of negative content. This prevents comments that include some improvement requests but are overall positive from being misclassified as dissatisfied [ref:2].

We publish every survey response and comment we receive from customers — not just the positive ones, but the negative ones too.

How We Collect Customer Testimonials — Sending the Survey Email

Every customer receives the survey email shown below when we deliver their test results. Every reply we receive to this email is published as a customer testimonial with only the personal information anonymized — even negative feedback is published in full.

Why We Insist on Publishing Every Single Review

When choosing a testing service, reviews and customer feedback are an extremely important factor in the decision. However, many companies engage in "cherry-picking" — selectively publishing only positive reviews. This kind of skewed presentation of information risks giving consumers a false impression.

At seeDNA, we publish every single comment we receive from customers, so that people considering testing can access unbiased information. Systematically collecting and analyzing the Voice of the Customer (VOC) and using it to improve services is an extremely important practice for building corporate trustworthiness [ref:1]. Our reasons for publishing every review can be summed up in the following three points.

• To demonstrate our sincere commitment to transparent disclosure toward our customers
• To take dissatisfaction seriously and use it to improve our services
• To help people considering testing make a well-rounded decision that accounts for both the positives and the negatives

The Service Quality Behind Our 98% Satisfaction Rate

Of the 2,135 reviews we have collected since 2015, 2,093 rated us as "satisfied," putting our satisfaction rate at roughly 98%. Behind this high satisfaction rate lies not only accurate test results, but quality management throughout the entire testing process — from attentive pre-test counseling and prompt reporting of results to clear, easy-to-understand report writing.

At the same time, we take the roughly 2% of "dissatisfied" reviews just as seriously and have implemented concrete improvements in response. For example, we have made numerous improvements based on customer feedback regarding the speed of result reporting, the courtesy of our phone support, and the clarity of our pricing structure.

Steps We Take to Keep Our Review Ratings Transparent

To ensure that customer feedback is reflected accurately, we take the following steps to maintain transparency.

In surveys and questionnaires, a response bias known as "reference bias" can also occur [ref:3]. This refers to the tendency for only very satisfied or very dissatisfied people to respond. At seeDNA, we work to minimize this response bias by sending the same survey email to every single customer.

How We Use Customer Feedback to Improve Our Service

We don't just publish the feedback we collect — we actively use it to improve our services internally. By applying text mining techniques to analyze frequently occurring keywords and emotional trends in customer feedback, we objectively identify areas that need improvement [ref:2].

Specifically, we regularly review all of our feedback and track rating trends across categories such as "speed of response," "clarity of explanations," "satisfaction with pricing," and "accuracy of result reporting." By continuously running this data-driven improvement cycle, we have maintained a high satisfaction rate over many years.

If you're considering testing, we hope you'll find these testimonials helpful, and we welcome your inquiries with confidence. seeDNA will continue to listen sincerely to every customer's feedback as we work to provide even better testing services.

Frequently Asked Questions

Q1. Are customer testimonials really published in full, without exception?

A. Yes. We publish every single opinion and comment we receive from customers, with only the personal information anonymized. Even negative content is published without exception. If you would prefer not to have your comments published, simply let us know by saying "do not publish" when you contact us, and we will keep it private.

Q2. What criteria do you use to distinguish "dissatisfied" from "satisfied"?

A. We count a review as "dissatisfied" if it is a Google review of 1 to 3 stars, if the respondent selected "dissatisfied" for Q1 of the survey, or if at least one-third of a social media post or email is negative in content. Everything else is counted as "satisfied."

Q3. When do I receive the survey?

A. We send the survey email to every customer at the time we deliver their test results. Replying is optional, so you can respond whenever it's convenient for you.

Q4. How can I submit a review?

A. You can reply directly to the survey email, or you can submit a review through Google reviews. A link to Google reviews is included in the email, so you're welcome to post through that as well.

Q5. Since when have you been collecting reviews?

A. We began collecting reviews in 2015, and to date we have received a cumulative total of 2,135 customer testimonials. Of these, 2,093 were rated "satisfied," putting our satisfaction rate at roughly 98%.

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