The use of review research has exploded over recent years. Consumers, now more than ever, are consulting reviews online to see how other customers feel about products and services, and how they assess companies they have purchased from.
According to a recent consumer survey, over 55% of shoppers rank search as their top way to gather pre-purchase information. This suggests that consumers are looking for reassurance about a company or particular product before they invest their money.
As a result, consumer-facing businesses are broadening their customer service strategies to take account of online reviews and how shoppers feel about their products.
Powerful Potential Of Review Management
Review management is a key strategic tool in any company’s kit, helping them to understand customers better, improve relationships, and leverage customer conversations to enhance their services overall.
With 84% of consumers reading customer reviews before buying, it’s clear that companies can’t afford to ignore review content and how people feel after shopping with them.
The impact of online reviews can differ dramatically based on how and when businesses reply. So it’s more important than ever for businesses to evaluate the benefits of negative reviews to evolve their customer service.
Review and reputation management is just that, an essential means of protecting and enriching your company’s reputation to help grow your authority online. Customers want to know they can trust you, that their purchase with you will be everything they hoped it would be.
3 Strategies To Transform Negative Reviews
Some companies may shy away from dealing with negative reviews so they don’t draw attention to them. In truth, it can be beneficial to leverage negative reviews so that they bolster your online reputation.
Maximising negative customer feedback as a tool for reputational improvement could be the golden key to creating substantial business growth. Not only this, but managing negative reviews in a tactical manner can better align your customer service with existing and potential customers.
Here are 3 helpful ways to leverage negative online reviews for your business.
1. Cultivate Customer Trust
When customers check online reviews, they can be reluctant to buy if they have seen negative comments. According to respondents in a recent survey, the impact of online review posting is clear as 85.3% say their purchasing decisions are always or sometimes impacted by negative reviews.
Making sure your customer service teams are present where your customers are commenting online is a smart process. Teams should be quickly aware of negative reviews and communicate in a timely manner to ask what went wrong, and how they can best help to solve any problems.
Providing advice or solutions is a positive way of turning a negative review into a more positive experience. That’s why reputation management is vital to the adaptability of your company.
Review and reputation management helps your business to:
- Respond positively to negative reviews.
- Build trust and loyalty.
- Demonstrate your supportive resolution capabilities.
- Repair and retain customer relationships.
2. Value Visibility
As someone once said, all promotion is good promotion. This may not be true in every circumstance, but online reviews that are not entirely glowing can be transformed with a human, proactive response.
Many search engines display customer reviews about companies, and there are consumer review websites, like PissedConsumer.com, which specialise in supporting customers to express views and help them in resolving issues.
Maintaining a consistent presence online, answering customer’s questions and replying promptly to any problems are the main methods to help increase your visibility.
These strategies allow you to improve how your customers see you and help those dissatisfied customers to connect and communicate their thoughts with you – vital for continuing those valuable customer relationships.
3. Encourage Open Conversations
It’s important to note that 33.1% of consumers say they would consider buying from a company they had an unpleasant experience with again if that company resolves their issue.
This means that review management is everything when it comes to nurturing that slightly disgruntled customer back to happiness. If you want them to continue to buy from you, then prompt communication and quick issue resolution are the secrets to success.
Your company is unique and you will know best how to achieve higher levels of customer satisfaction. But it can’t hurt to take control when a customer expresses disappointment and help them feel their comments are valued and welcome.
