HubSpot Research found that customers trust recommendations from friends and family over any type of online marketing and advertising your brand can create. Thus customer reviews are important more than ever today. Positive reviews help to create your brand reputation and attract new customers. At the same time negative reviews show how you can resolve issues and handle complaints.
Before I start doing business with a company I first study ratings to understand whether they are as brilliant as they describe themselves. Reviews from various resources help me to make the correct purchase decision and choose the right company to deal with.
However, if there are few or no reviews it will be hard to make the right decision and potential customers may switch to competitors who are widely discussed across various channels. In my blog post you can read about the main reasons why your customers never leave a review even if they like your products or services.
You don’t ask
Normally posting a review takes time and effort. People are naturally lazy and will hardly post a review unless they have reasons to do this. If you do not ask, they will not bother to do this and will just say “thank you” without any idea how their feedback may be important for you. However, if you start asking for customer reviews, they will spend a couple of minutes to share their opinion about their experience with your company.
Your business is not listed on social media
If you are not on social media and have no profiles on popular listings, your customers just have no place to say what they think about your business. Your website is not the only place where your customers will go to post a review. They normally prefer doing this through social media networks and share with their friends and subscribers.
Your website does not make it easy to leave a review
If you would like your customers to post a review on your website, you should make it as easy as possible for them to leave a couple of kind words. Otherwise they will just go away and will never come back after leaving your website. Just don’t make it difficult for your customers to share how much they love you. The easier it is, the more people will start doing this and the more reviews you will get.
You don’t value customer time
Time is money, especially your customers’ time. You should bear in mind the fact that just a few will spend their time for reviews without an incentive. The rest will hurry to leave. However, if they see any benefit, you will start getting reviews. Normally business offer additional discounts or coupons for reviews their customers leave.
You ask for review at the wrong moment
There is always the right time and the wrong time to ask your customer to do something. So what is the best time to request a review?
- Right after the service has been provided.
- When customers reach out to you with a positive note.
- When they mention your brand on social media.
- When they re-purchase or re-order.
- If they refer another customer to you.
- Holidays or special days.
You ask wrong questions
By asking the right questions you will ensure that you get positive and informative reviews:
- How would you rate your latest experience with us?
- What did you like most about our products / services?
- What would you change in our products / services?
- How likely is that you recommend our products / services?
- What would you like to let us know about our products / services?
However, if you ask too many non informative questions your customers cannot skip, they will not waste their time for filling out long forms.
You never respond to reviews you get
It appears that your customers post reviews, but you leave them unnoticed. This will show that you are not interested and simply do not care about those people who make your business. Even if something false has been posted, do not be afraid to tell your side of the story. On the other side, if some kind of misunderstanding took place, apologize and offer a solution. This will show that you care and value every review.
Your customers aren’t impressed
If you provide just good customer service and your customers leave unimpressed they will never think of posting a review. However, if your WOW them, they will start sharing their emotions right away. Shaun Belding provides really great examples of exceptional customer experience in his book “The Journey to WOW”. Wowing a customer does not cost much. However, the outcome may exceed any expectations.
A ZenDesk research report noted that 88% of customers have been influenced by an online customer review when making a buying decision. Consider this information and find time to handle customer reviews. They will help grow your business to the next level and win new and loyal customers.
Olga is a customer service expert and owner at Supportyourcustomer.com. She is writer and blogger on customer service and customer experience excellence.