With the Internet at our fingertips, and customers often consulting reviews before making buying decisions, having a strategy to engage with customers through online reviews is more important than ever.
Reviews provide valuable information about a business, making it useful for both the business and their customers. They also provide insight on what the company’s doing well, and present opportunities to make improvements.
Today, reviews set companies apart from the competition, adding to their recruiting advantage and enhancing their image and reputation when looking to partner with other organizations.
Positive brand experiences create loyal, happy customers who spread the word about services, driving referrals, and helping meet bottom line objectives.
Related article: Meeting Bottom Line Objectives Through Quality Customer Service
Monitoring online reviews is crucial to managing the company’s reputation and growing the business. On one hand, testimonials can be used to market the business, help establish credibility and making it easy to turn customers into brand ambassadors.
On the other hand, negative reviews can damage brand reputation, cause loss of trust and prevent the acquisition of new customers.
Incorporating Online Reviews into Your Business Process
When building a strategy that is focused on enhancing the customer experience, leveraging online reviews to increase brand visibility and influence potential buyers is part of that process.
Here are some points to consider:
1. Develop a vision and commitment as to the standard of customer care you want to exercise in your company.
Set the requirements for meeting those standards by communicating expectations with employees, and by building incentives and rewards within your team as part of the customer care process.
Related article: Creating a Positive Customer Experience Through Empowered Teams
2. Make it easy for customers to leave reviews by using a software that enables the automation of communication and increases interactions with customers.
Invite customers to give feedback on services or products received. Consider this your guide for “did wells” and “next times”, allowing you to celebrate your successes and to see what changes need to happen in the future.
3. Appoint a designated customer advocate who monitors and promptly responds to reviews.
This facilitates building a rapport with customers, encourages them to keep engaging with the brand, and turns complaints into opportunities to win back unsatisfied customers.
Reviews Keep us Accountable to our Customers
When quality customer service is the primary focus of any business, positive feedback comes naturally. Nevertheless, there’s always room for growth and for improvement, and we should embrace all types of feedback.
While the positive may be the best driver, the negative reviews keep us humble, honest, and holds us accountable to our customers. At the end of the day, we’re not just selling a product or service, we’re building a lasting, profitable, mutually beneficial relationship with each customer.
By Rebeca Lopez
Rebeca Lopez, Director, Customer Success at ZucoraHome regularly shares insights about leading a dynamic team of multilingual solutions agents to deliver highly personalized customer experiences by empowering them to get to know each customer, listen to their needs and maintain a customer-focused approach when helping to solve their problems.
Recognized as an inspirational leader who appreciates the value of humour in the workplace, Rebeca is a CSPN Women in Leadership 2019 Employee Experience Leader Award finalist.