These 10 game-changing tips will help you make the most of customer reviews
Looking for facts to help you get more customer reviews?
I’ve assembled a list of 10 helpful facts for you from customer care experts such as Help Scout, Moz, Groove and CustomerSure.
Tell people what’s in it for them
Want more customer reviews? People are more likely to share their thoughts if you tell them how their feedback will be used or how it will improve their future customer experience.
This should be particularly easy for organisations working towards the 2030 goals. For example, I recently had this great example from Dutch startup Farmed Today in my inbox:
2. Allow people to feel good after leaving a review
Emotions are the most powerful driver of writing reviews. For example, a review writer might feel the simple satisfaction of voicing their beliefs and values in a public forum. Reinforce those feelings by setting up an automated thank-you message that validates their need to express themselves, serving the community of customers and sharing their views.
You could display that message on screen, or send a quick automated thank-you email. Fair fashion retailer mi apparel does this nicely:
3. Allow others to give feedback on the review
Yes, sentiment analysis technology is much better at identifying reviews that influence sales. But this tip is not about finding the most and least helpful reviews: it’s about getting more people to leave a review in the first place.
As a 2013 study in the European Journal of Marketing shows, review ratings, comments on a review and helpful votes make it more likely that customers will leave a review.
Moreover, an empirical study by Wenqi Shen, Yu Jeffrey Hu, and Jackie Rees confirms that online reviewers crave attention and even strategically put their reviews together so as to compete for this scarce resource.
Book retailer Wordery uses a simple ‘thumbs up’, ‘thumbs down’ system to let people rate reviews according to helpfulness:
4. Respond to positive reviews
This is one I rarely see, although it’s such a powerful thing to do.
In keeping with the theme of competing for attention, your most loyal advocates will enjoy this kind of spotlight on their praise.
It’s also got a great effect on prospective customers: It shows customers that you care about them, makes them almost 70% more likely to trust you, and even improves your search engine ranking. (Bonus points for replies from your management team.)
For a great “map” for writing a good response — plus, lots and lots of reasons to reply to positive reviews — check this excellent Help Scout blog post.
5. Bad review? Your reply can fix the broken relationship
A 2014 study published in Cornell Hospitality Quarterly recommends that you should treat a negative review just like any other customer complaint.
And it comes at no surprise that folks who leave a bad review hope that someone will
empathise with them
demonstrate an accurate understanding of the complaint and
fix their bad experience — turning them into a happy customer after all.
Victor Ho further identified that the simple act of thanking the customer for their feedback can make a big difference.
Sometimes, your relationship might even benefit more than if the bad review had never happened — a phenomenon also known as the “service recovery paradox”.
Groove have collected some very helpful tips for reflecting on bad reviews and writing a stellar response.
6. Let them know it won’t happen again
Writers of bad reviews don’t just use that opportunity to vent: they also hope to spare others the same disappointing experience. And with CustomerSure reporting an average negative review rate of 11%, businesses have plenty of dissatisfying customer experiences to fix.
A 2016 study by Lewicki et al. found that a ‘declaration of repentance’ — in other words, the reassurance that there was a one-off failure or glitch — was the fourth most important ingredient in successful apologies.
7. Always try your best: others are watching
Some might want to punish the company for a disappointing experience. At that point, the relationship is often already broken beyond repair. But it’s worth trying anyways, because other people are watching. No doubt: some people reading the example response pictured above decided to go with a competitor.
Researchers Beverley A.Sparks, Kevin Kam Fung So and Graham L.Bradley found that prospective customers do pay attention to hotels’ responses to negative reviews online. According to their study, three behaviours matter most:
Responding at all;
Writing in a “human voice style”; and
8. Prevent fake reviews
Fake reviews come from bogus accounts or, more generally, people who’ve never tried the product or service.
Amazon is now well-known as one of the sites with the most fake reviews. The BBC uncovered the open trade of fake 5-star reviews last year, and more recently ABC Radio reported that businesses suffer from fake negative reviews bought by their competitors.
So how can you make sure your business benefits from the power of real reviews and stays safe from the havoc wreaked by fake ones?
Invest into a review management system that ties all reviews to a purchase via verified proof of payment. Services such as Chlu, Feefo, Yotpo and Reevoo all promise to collect only reviews from real customers.
Need more info? This article by inflow gives a great overview of what you should look out for when choosing your customer review platform.
9. Make reviews someone’s job
Reading all the reviews and responding to each one can be time-consuming. Recording the points raised and integrating them into your Continuous Improvement efforts even more so.
That’s why it makes perfect sense to assign the responsibility for reviews to a specific person or a small team in your company.
ReviewTrackers recommend that this should be a branch or location manager, someone in your customer care team, in marketing or social media. Reviews touch on all of these aspects, and so collaboration skills with people in other functional areas will be the key to success.
Customer reviews can't replace a good customer feedback system. But you can respond to each one and make your customer care shine.
10. Read the reviews of your competitors
Of all the tips I’ve presented, this is the one you should definitely follow, even if you haven’t got a single customer review for your own business yet.
A paper presented at The International Conference on Advanced Wireless, Information, and Communication Technologies (AWICT 2015) suggests review mining as a business risk management tool.
The paper also mentions reviews as an information source for questions like these — which is exactly what I like to dive into reviews for when I start a new copywriting project:
“(i) how will our new product compare to our competitors’ products? or
(ii) which key factors influence customers’ decisions to buy from our competitors or us? Or
(iii) which competitive factors affect our growth strategy?”
In short, if you ‘mine’ reviews left for your competitors, you’ll find out about some of what's bothering people — and do it better.
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Over to You
Is there another tip or example I didn't include?
Let me know in the comments, and I'll update the post with the best ideas (and a link crediting you).