Word of mouth has remained constant throughout the rapid evolution of technology and its influence in marketing. It is still the most reliable and important source for understanding your audience.
The internet has made it far easier for everyone to gauge the standards of a business, simply by collating first-hand reviews of customers. They’re all lumped in one space, the good and the bad. Go check your review page and count the number of positive reviews. Do they exceed the negative ones? Good, 85% of consumers rely on these just as much as personal recommendations so you’re on the right track – but don’t celebrate just yet.
According to customer strategist and customer experience expert Esteban Kolsky, only 1 in 26 dissatisfied customers will leave a complaint. The rest will just leave.
The benefits of customer reviews
This is what makes customer reviews a significant part of your business: they offer a wealth of information that’s honest, direct, and up-to-date. Best of all? They’re free.
Reading customer reviews is also an opportunity to see your product or service from a different perspective. It helps you cut through bias so you can identify the aspects that you have done right and which ones need improvement.
You can also use the information to shape your digital marketing strategy, since you have a clearer view of the details you can emphasize and promote. By taking note of their suggestions, you also show how much your business values their opinion, which results in increased brand loyalty and customer satisfaction.
Reviews also increase your brand’s visibility in search engines. A high number indicates legitimacy and reliability, therefore improving your search engine ranking. They act as micro-marketing campaigns that increase brand awareness and attract potential customers. Moreover, they also encourage more people to share their feedback – especially if they see your team responding.
How can you encourage customers to leave a review?
There are many ways to collect customer reviews, one of which is by incorporating Leave a Review call-to-action buttons on your e-commerce website. Make sure to dedicate a page or space to display these not only to communicate transparency, but also to show your customers that leaving a review is not wasted effort. Having a dedicated staff member who will thank and respond to each of these reviews will also make your customers feel heard.
You can also go the extra mile by sending a follow-up message like Airbnb and Etsy. According to the e-commerce website, this simple yet thoughtful strategy increased the chances of getting a review by 25%.
You can also ask your customers to answer surveys and feedback forms periodically – just steer clear from text responses which call for too much work. You may opt for yes/no questions or rating scales instead.
Lastly, maximize social media. Publish content that they can interact with – it can be a photo of your product with a caption that would spark a conversation or even a repost of another customer review. It is also important to provide your audience with an option where they can submit their feedback privately – Facebook, Twitter, and Instagram have a poll feature for this exact reason.
Businesses that seek continuous improvement recognize the importance of customer feedback and how it can influence major decisions. At VOUS, we help businesses grow their revenue and exceed their audience’s expectations through actionable insights and powerful storytelling.
Let’s discuss how we can engage with your audience at +971 4 580 3378.