Improving Your Business Using Customer Reviews (Part 2 of 2)

In my previous post, I explained how online reviews benefit your customers and I alluded to the fact that these same reviews can greatly benefit your company and your overall online presence. The following are a few ways in which you can use reviews to save money, improve customer communications and shed a positive light on your company.

Reviews Can Be Used To:
1. Reduce Costs
– Depending on the product/service, there will be a point at which you will reach a “good number” of quality reviews and you may suddenly realize you have fewer customer service emails. You may even have fewer returns. This is often due to the fact that the reviews are setting expectations and answering questions for you. As mentioned in the post on the benefits to the customer, reviews act like an extension of your marketing, sales and customer service teams.

2. Improve SEO (search engine optimization)
Some reviews have great content that can be picked up by search engines. Be sure your reviews are set up in such a way that they can be read by search engines. If you have questions about this, ask your developer or talk to your chosen vendor. Well-known ratings and review vendors such as Bazaarvoice are well-versed in SEO practices.

3. Provide Good In-house Data
– Use reviews to improve your marketing messages, enhance products and services, and learn how to better engage with your customers. Be sure you add a check box in your review form that allows you to use the customer review for marketing and training purposes. When you receive an exceptional review, don’t be afraid to use it to give a human voice to your message. Learn from reviews to enhance products and answer common questions.

4. Enable Dialog
– Don’t shy away from communicating with your customers. As mentioned in number three, be sure you have the right to contact the reviewer. Assuming they have provided a valid email or phone number, you can contact them about a bad, or good, experience. Have customer service contact customers about a bad experience. Occasionally you may want to contact customers who have had a GOOD experience. Let them know how much you appreciate their business, this is a great way to keep them as a customer!

5.  Add Credibility
– Honest reviews on your site show your company’s confidence in your product(s)/service(s), your brand and your people. Companies that manage reviews well demonstrate an ability to respond to positive AND negative feedback  in a timely and appropriate manner. Most customers appreciate and respect this and will respond with more loyalty or affiliation.

Coming up…
  • What to Do if You Get a Bad Review
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About Karin Khuhro

Karin Khuhro is a Digital Marketing Strategist, Speaker and Copywriter. As the owner of Strategy E-ssentials she works with other savvy marketers, digital specialists and business leaders to bring knowledge, know-how and solutions to small and medium sized businesses. Connect with Karin on Google+ or Linkedin.