Reviews. Is the customer always right?
It is clear that any successful commercial website or online shop is interested in customers and clients leaving reviews of products and services. For this purpose, they are constantly motivated. They offer discount coupons for the next purchase, make promotional offers. But how to treat negative evaluations of the business? How should the seller respond to customer feedback? Is the customer always right?
Feedback is the most effective method of stimulating sales, in essence, the familiar strategy of ‘by recommendation’, from person to person, say the experts of Betonlogos company.
For every dissatisfied customer, there are several satisfied ones who willingly write about it, and hundreds who, without leaving a review, will tell their friends and acquaintances about their bad experience. Keep in mind that these customers will be the first to ‘abandon ship’ as soon as they see a competitor offering similar to yours. They will leave, never to return again.
Pay attention to negative reviews, Betonlogos Czech Republic marketers recommend. Don't ignore them, thinking it's just a one-off incident. If you are aware of one, there are probably hundreds that you just couldn't find out about. A negative review will only remain negative forever if you ignore it. Responding to reviews quickly and consistently leads to a real increase in sales. And don't forget to respond to positive reviews! Show your customers your appreciation!
Who's interested in reviews?
Who is interested in reviews? Of course, those who want to learn as much as possible about the product or service they are interested in. Buyers, customers. But not only them. There are at least two other interested parties - those who produce the goods and those who sell them. Sellers and manufacturers. All of them care about feedback.
For the seller, feedback is a feedback tool, they get it by analysing it:
- Customer interviews
- Online surveys
- Recordings of customer service calls
- Enquiries received in the website chat room
- Opinions, reviews and complaints on social media, WhatsApp groups
- Website analytics and pixel data
- Promoter Ranking
- Email correspondence
- Rumours, informal communication
You see one, there are probably hundreds
The voice of a loud minority can very often lead us astray. How to distinguish a real customer's review from a competitor or a troll? Quite a common situation: an active user broadcasts their opinion, which is very different from what they actually want to get. It is important to analyse such reviews in context and consider them as one of many points of view. Check whether the accounts of such users correspond to their real data, pay attention to profile data, language and style of statements.
The voice of a loud minority
How often do you encounter a situation where when asked, ‘Why did you choose this particular product?’ or ‘Why did you stop using our products?’ the customer cannot give a clear answer. When we ask about the reasons and motives for actions, customers usually list what they have learnt from the advertisement. They talk about price, features or functionality. But not about their opinions. In the reviews left on the website, too, there is often no specificity of interest to the seller, emphasise the managers of Betonlogos marketing.
Why did the customer leave? Why did the customer decide to order from your online shop today? Google Analytics, unfortunately, gives us only quantitative information. We need to additionally analyse hidden factors and customer motivations. The decision to buy may be spontaneous, and the product may not live up to expectations. Conversely, a customer ordered a product because they liked the company's website, social media context, headline or slogan. Betonlogos analyses customer actions, identifying patterns over the long term.
Bias and choice
Having dozens of five-star reviews may seem impressive. However, if these reviews are not really useful and do not describe the product, they are of no value to either the seller or the interested buyer. What matters is the quality of the review left by the customer, not the quantity. Instead of simply asking satisfied customers for a five-star rating, ask them to write about what they liked or disliked about the product, the service. The best reviews tell specific stories about solving specific problems, emotions, and expectations.
Create templates for testimonials and reviews, ask about:
- What did they like best about your product or service?
- What was the transaction time communication like?
- How easy was the buying process? Could you have done anything better?
Trust those who have already voted with their wallet, not their words. Don't ignore negative reviews, but approach them with a degree of scepticism. For 90% of users it is reviews that become the determining factor in choosing a seller. Betonlogos s.r.o. conducts situational analyses based on CRM data, evaluating the overall and intermediate result of feedback and reviews received from customers. Respond to both good and bad feedback. Constructive feedback is important for business development.
Quality and quantity
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