A dissatisfied customer, on an average, tells 25 of his friends, while a happy one tells only 15. Seems like if good reviews spread like wildfire, bad reviews would be rushing with light speed. Reviews, and how the masses consume them, are human nature, but this human nature can be fatal for online businesses especially at a time when 8 out of 10 customers treat and trust online reviews just like personal recommendations.
Let me tell you, brand value is diluting. And it marks an uprise of a generation of advocates and influencers that are a part of the crowd our customers identify with.
So here is a quick look at the ways you can ensure that your online brand reputation shines forever like gold and earns you higher AOVs, bigger ROIs, and ever increasing conversions.
How to ensure that each product has at least five reviews
Tip #1: Ask and ye shall receive
Most customers will happily review your product if you ask for it. Just call them up or send a follow-up email. This picture here shows how to get reviews on site through email:
Tip #2: Give an incentive for review
For the hesitant ones, incentivise the review process. Run a reward point campaign or a loyalty program. [editor note – the FTC frowns on this practice unless you disclose that the review was incentivized.]
Tip #3: Poach the influencers
Dig out the people whose reviews are most trusted and offer them freebies or trial packs to ensure that each product has been reviewed.
How to manage third-party reviews (off-site)
Managing third-party reviews can get a little twisted if you do not have an automated services like Yotpo, which will syndicate all reviews in one dashboard and give you a chance to monitor and reply them instantaneously.
The first thing you need is a customer content service and second, a Godly omni-presence. Staying social does help, but so does having a profile on every review site. A great idea would be to have a separate profile, maybe on Twitter, to handle customer complaints.
Finally, be open and amiable. A demonstration of ‘respect for your customer’s opinion’ and ‘openness to take up criticism in stride’ will take your business a long way in fetching you repeat, happy customers.
How to build a positive reputation online and leverage customers’ trust
Most of the marketing experts unanimously vouch for one factor that gets most conversions, which is openness for customer opinions.
Step #1: Patiently listen to your customer.
Step #2: Respond instantly, but in an appreciative, comforting tone.
Step #3: Be vigilant.
If you find a great review somewhere, spread it on social media and display it on your site as a badge of honor and proof of great service.
Pay special attention to negative reviews. Do not leave them unaddressed. As much as you try to delight your happy customers through giveaways and discounts, try to make amends with the angry ones too. Apologize with a genuine voice and thank them for pointing out the potholes in your service. Send them goodies or vouchers if they are really unhappy with your service. However, do not do this too often or with everyone as it will encourage bad reviews more than good ones.
Believe it or not, customer reviews boil down to one thing – perceived value or customer expectation. If you set it too high on your website and the product doesn’t live up to it, your customer is going to feel disappointed. Keep the product copy unique and compelling but do not exaggerate its features.
Paras heads Product Marketing at TargetingMantra, a SaaS company that lets ecommerce retailers create a personalized shopping experience for their customers just like Amazon and Zappos. An expert in Personalization and behavioral targeting, Paras has consulted over 50 clients across the globe on conversion optimization and increasing customer loyalty. He is a serial entrepreneur from IIT-Guwahati and Indian School of Business, who loves to spend his time exploring new technologies. Connect with him on Twitter and LinkedIn.