Adapted advice from the Experience This! podcast with Joey Coleman and Dan Gingiss.
Are you handling and responding to your customer reviews like a pro? In episode 39 of Experience This!, a customer experience podcast series, hosts and CX experts Joey Coleman and Dan Gingiss explain the best way to get and respond to customer reviews.
Dan and Joey begin the episode by discussing how reviews are a valuable way for future clients to learn what you offer and for your customers to show how they feel. According to John Jantsch’s article, How to Use Reviews to Turn Your Clients’ Local Searchers into Customers, “91% of people read online reviews. 84% of people trust online reviews as much as friends. 68% of people form an opinion after reading between one and six online reviews.” Not only do online reviews now matter, but they are becoming more and more pertinent as time goes by.
Here are 4 ways to boost your customers’ online review activity:
Provide an outstanding customer experience that leads people to say great things about you. A satisfied customer is one of your best marketing tools, and it begins with the customer experience.
Ask for reviews. This may sound very basic, but in order to actually get reviews, you need to ask for them. You can do it via email, after customers make a purchase, or one the most resonating ways to do it is to make a personal request. Either way, be consistent in the way that you ask.
Respond to all of your reviews, positive and negative. By responding to your positive reviews, it shows you are connecting with your customers and recognizing and appreciating their feedback. Negative reviews become a little tricky because you’re emotionally processing it. By responding, it shows you are willing to take feedback and address your dissatisfied customers. Never blame or attack the reviewer or refuse to apologize. Always acknowledge that their message has been heard, take responsibility for the situation, sincerely apologize, and along the way show empathy and validate the customer’s feelings. According to Jantsch’s article, “At the end of the day, how you handle these situations can speak volumes about your company and its personality. Keep your tone and voice in mind to ensure a good reputation stays intact.”
Use positive reviews in your marketing materials. Don’t miss this opportunity to share what customers have to say about you, which is always more powerful than what you have to say about yourself.
Bonus tip: If you are able to, leave a review for the Experience This! show. Dan and Joey are personally requesting their loyal listeners to post positive reviews. To learn more about boosting online customer reviews and other CX lessons from Episode 39 of Experience This, listen to the full episode.