The Influence of Customer Reviews

The Significance of Customer Reviews

Customer reviews wield a transformative power, shaping the trajectory of your business. Beyond being mere endorsements, they serve as influential drivers, ushering in more leads, fostering increased purchases, boosting search engine rankings, and bestowing your business with invaluable free advertising.

Consider when and why you last searched for customer reviews of a company, what were you looking for? What gave you the answers which led you to making a decision?

Don’t forget, not everyone wants to review you on Google. Because of this, find ways to offer people a choice; one example we’ve used before was creating a QR code which sends customers to LinkTree which had links to all of the places customers might leave a review, making it easy!

More Leads:

Positive reviews function as subtle yet persuasive sales agents, beckoning potential customers who place trust in the shared experiences of their peers.

More Purchases:

The presence of positive reviews instils confidence in potential buyers, acting as a catalyst that propels casual browsers into committed purchasers, often this is because your customers have provided answers to questions you’ve not answered in your content (or it’s not easily found), they’re more trusted as they’re independent 3rd parties, or they’ve provided validation of your promised experience.

Higher Ranking:

Search engines favour businesses adorned with positive reviews, elevating their visibility and positioning them prominently in search results, and local business listings.

Free Advertising:

Satisfied customers evolve into brand advocates, each review serving as a free advertisement that resonates with a broader audience, solidifying your business’s credibility. Not only do happy customers leave reviews, but they’re more likely to promote your product/service/brand within their circles.

 

Strategic Encouragement Using Multiple Touch Points

To seamlessly encourage reviews without seeming intrusive, strategically integrate touch points throughout the customer journey:

In-Store:

• Subtly display signage inviting customers to share their experiences. Including:
  • QR codes linked to review platforms
  • Social media handles
  • Use creative ways to help people engage, such as live social media follower count screens
• Cease the moment, when a customer is communicating that they’re happy, ask for a review.

On Receipts:

• Express gratitude for your customers visits on receipts, accompanied by a gentle encouragement to share feedback.
• Include QR codes linking directly to review platforms for swift access.

Email:

• Send post-purchase emails expressing appreciation and kindly requesting feedback.
• Feature a clear Call to Action (CTA) in regular newsletters or promotional emails.

 

Streamlining the Process: Making It Easy for Customers

Simplify the review process to encourage maximum participation:

Automated Emails:

• Check you website for integrations to 3rd party review tools, some will automate this process and allow you to collect product and service reviews.
• Implement automated follow-up emails expressing gratitude for purchases.
• Provide direct links to review platforms for swift access.

Asking the Right Questions:

• Asking for a review is obvious, try framing questions that elicit specific feedback, most people love to be heard and will oblige.
• Ask you customers about their favourite aspects of their experience or specific products.

Fostering Loyalty: Offering Rewards for Reviews

Incentivise customers to share their experiences with future benefits, first checking the review platform you’re trying to grow doesn’t have a policy which restricts this type of activity:

• Offer a discount code or loyalty points for their next purchase.
• Clearly communicate the incentive, highlighting its immediate value.

Responsive Engagement: Acknowledging Customer Feedback

Demonstrate your commitment to customer experiences by responding promptly:

• Respond to positive reviews with genuine appreciation and gratitude.
• If someone shares something online and it gets a lot of attention, consider offering that person something to say thank you but to also promote the idea of sharing content about your brand.
• Address negative reviews professionally, acknowledging concerns and providing resolutions. This can be achieved by acknowledging the issue and demonstrating that it’s been escalated and you’ll be in touch quickly to resolve it. Avoid publicly embarrassing customers, i know this seems obvious, but everyone has off days…

Embracing Transformation

Now you just need to stay consistent, if your business only has one person managing reviews and feedback, consider finding a way to ensure that if they leave, or are off work, someone else gets the notifications and also has the responsibility in responding. We’ve worked with a lot of businesses that didn’t have a back up plan, and when an employee left, they also took with them access to everything and whilst this can be overcome, it takes a lot of time.