Harnessing the Voice of the Customer: Strategies for Online Reviews

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If you’ve ever wondered how to tap into the goldmine of insights that is the “Voice of the Customer,” you’re in the right place. Today, we’ll explore the world of online reviews and how they can work for your business.

Why online reviews matter

But why are online reviews so important? Imagine that you’re shopping for a new washing machine. What’s the first thing you do? You most likely whip out your phone or hop on your computer and start scrolling through reviews. We all do it because we trust the experiences of our fellow consumers. But it’s not just about consumers. Big and small businesses are sitting on a plethora of customer feedback that can help their businesses succeed.

Influence on consumer decision-making

Online reviews wield enormous power when it comes to influencing buying decisions. Studies have shown that 93% of consumers admit that online reviews impact their purchase choices. So, if you pay attention to what your customers say online, you’re taking advantage of a golden opportunity.

Impact on brand reputation

Picture your business as a ship sailing through the vast ocean of the internet. Your online reviews are like the wind in your sails. Positive reviews for your brand push your business forward, while negative ones can steer you into rocky waters.

SEO benefits

Google loves online reviews. The mighty search engine takes a shine to businesses that have a healthy dose of reviews. Having them can improve your search engine ranking, making it easier for potential customers to find you.

Competitive advantage

What will make you stand out when customers compare your business to others? Often, it’s the glowing reviews from happy customers that can tip the scales in your favour.

Building a foundation for online reviews

Creating an exceptional customer experience

If you want your customers to sing your praises online, you’ve got to give them something worth singing about. And that ‘something’ is an exceptional customer experience. When was the last time you left a glowing review for a product or service that was just so-so? Probably never. 

So, how do you do it? Start with top-notch products or services that solve real problems. Add a sprinkle of outstanding customer service on top. And don’t forget, every interaction with your business should leave customers feeling impressed and glad they chose you over your competitors. 

Identifying your ideal review platforms

Not all review platforms are created equal, and you need to pick the ones that align with your business goals. Understand your audience and research where they visit online. You want to be where your customers are most likely to leave feedback.

If you’re in a niche industry, consider specialised review platforms. For instance, platforms like G2 Crowd or Capterra can be invaluable for software reviews if you’re in the software business. Do your homework and find the platforms that best suit your offering.

Strategies for collecting reviews

Asking for reviews

One of the most effective ways to get online reviews is to ask for them. It might sound obvious, but it’s surprising how many businesses overlook this step.

Timing is crucial here. You want to catch your customers when their experience is still fresh in their minds. After they’ve made a purchase, received a service, or had a positive interaction. Make it easy for customers to share their thoughts.

Consider integrating review requests into your sales or service processes. For example, after a successful purchase, include a friendly message like, “We hope you’re enjoying your new [product]. If you loved it (or even if you didn’t), we’d love to hear from you! Leave us a review.”

Encouraging experiences

Sometimes, the best reviews are the ones that customers geyimedicals.es write without any prompting. Active social media engagement can go a long way. Encourage customers to share their experiences and tag your business. You could even run contests or giveaways to incentivise them. Also, consider setting up customer feedback forms on your website. Ask for their opinions, suggestions, and experiences.

Using third-party review management tools

In this digital age, there’s a tool for everything, including managing your online reviews. Third-party review management platforms like Trustpilot, Yelp for Business, or Google My Business can make a big difference.

These tools often come with automation features that help streamline the review collection process. You can send automated review requests, monitor feedback, and even respond to reviews from one central dashboard.

Responding to reviews

Prioritise responding to reviews. If someone has taken the time to comment, be sure to acknowledge their comments. 

  • The importance of engagement: Engaging is key. It shows your customers that you value their feedback and that you’re present and attentive. And it’s not just about being polite; it can also help build trust with potential customers who are reading those reviews.
  • Crafting thoughtful responses: Whether the review is positive, negative, or somewhere in between, a well-crafted response can make all the difference.
  • Handling negative reviews: Don’t take it personally; negative reviews happen to the best of us. When responding, acknowledge the customer’s concern, express empathy, and offer a solution if applicable. Remember, it’s an opportunity to turn a dissatisfied customer into a satisfied one.
  • Acknowledging positive feedback: For those glowing reviews, don’t just leave them hanging. A simple “thank you” can go a long way. You can also personalise your response by mentioning specific aspects of their feedback. It shows that you’re genuinely appreciative.
  • Demonstrating transparency and accountability: When you publicly address concerns, it shows potential customers that you’re committed to resolving problems and improving your business. Accountability is a sign of a trustworthy brand.

Monitoring and analysing review data

Taking reviews and turning them into actionable insights. 

Tracking review trends over time 

The first step in the process is to keep a close eye on your reviews over time.  Look for trends. Are there recurring themes or issues mentioned in your reviews? Perhaps customers are raving about a specific feature of your product or service. On the flip side, are there consistent complaints or concerns that keep popping up? 

Identifying opportunities for improvement

Positive reviews can highlight areas where you excel – consider how you can build on that success. Negative reviews, on the other hand, can be fruitful opportunities for improvement.

Integrating customer feedback into business strategy

Don’t let those insights gather digital dust. Consider conducting regular reviews with your team to brainstorm solutions and track progress. Your customers are an excellent source of guidance, so let their feedback guide your business’s evolution.

Showcasing reviews effectively 

Incorporating reviews on your website

Consider creating a dedicated “Reviews” or “Testimonials” page where you can showcase a collection of your best reviews. You can also sprinkle them throughout your website, strategically placing them on product pages, landing pages, or the homepage.

Highlighting reviews in marketing campaigns

Reviews aren’t just for your website. They can also be a potent weapon in your marketing arsenal. When you’re running email campaigns, social media ads, or any other form of marketing, don’t forget to incorporate your reviews.

Try creating eye-catching graphics or social media posts featuring snippets of glowing reviews. Share customer success stories and how your product or service made a difference in their lives. 

Leveraging user-generated content for social proof

User-generated content (USG)  is like a gold mine for social proof. When customers share their experiences with your product or service on social media, it’s a powerful endorsement.

Create a hashtag specifically for your customers to use when they post about your brand. Then, monitor and curate these posts on your website or social media accounts. It’s not just about you saying how great your business is; it’s your customers vouching for you.

Your customers’ voice

Throughout this article, we’ve explored why online reviews matter, how to collect them, and even how to handle the occasional curveball of a negative review. We’ve talked about showcasing your reviews to the world and, most importantly, how to use all this feedback to level up your business game.

Remember, online reviews are an ongoing conversation with your customers and a conversation worth having. It’s time to put all this knowledge into action, and if you’d like a hand getting started, get in touch, we can help. 

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