Each company, no matter which products they sell or which concept they have been built around, needs to constantly face customers’ opinions, to readapt itself and readjust its focus based on the reviews they receive.
A five star review has somehow a greater impact than a strategically organized campaign, and on the contrary a bad review, or more than one which accumulate in time, can sometimes weaken the trust gained by a brand. People are different and so their opinions about any kind of matter, and from this freedom, the right to speak one’s mind, derive great responsibilities. This is why the customers’ voice should always be heard, and even more when they feel like conveying constructive criticism. In the following paragraphs we will try to sketch the scenarios where good and bad reviews come in handy, to give some hacks about this topic and to highlight the overall importance of getting feedback - and learn how to make the most from them.
In his article 5 Ways Bad Reviews Can Actually Be Good For Your Business, Shane Barker sheds some light on one of the toughest parts of dealing with customers nowadays: the on-line reviews. The author based his analysis on the fact that the 88% of consumers find that on-line reviews are as reliable as personal recommendations. With that being said, everybody would tend to believe that each business should only attempt to win their target customers by getting positive comments. On the contrary, Barker aims to discard this belief and therefore to prove that this is not necessarily the only way. In fact, he comes up with five scenarios where bad reviews are not the worst thing that can happen to you and your company.
To begin with, bad reviews highlight positive reviews, meaning that a negative feedback can make the positive comments looks better. Furthermore, each time the consumer needs to make up his mind on a product and starts with a comparison between positive and negative reviews, he will still be attracted by the positive ones. And why is that? The reason behind this psychological and behavioral reaction lies on the fact that negative reviews are most of the times very well organized since they focus on the pros and cons, a descriptive approach which turns out to be quite useful to all the potential customers looking for a more neutral review. Secondly, bad reviews lead to informed purchase decisions and needless to say how this point is linked to the first one: a negative review expressing, for example, lack of satisfaction because a product is bigger or smaller than expected is actually everything one would like to hear before proceeding with the purchase.
Thirdly, negative reviews help build trust since it is acknowledged that no product can be flawless. Some companies may think they are doing something good by hiding the negative feedback they receive, when all they do is making their product and so their business look shady. And nobody wants that! Fourthly, bad reviews are opportunities to engage customers: so why do not reply back and provide your customers with an alternative solution whenever they leave a bad review?
This is an excellent way to show how responsive you are to customer complaints. It will give potential customers the comfort of knowing that you will help them, even if they have a bad experience. You may even be able to turn an unhappy customer into a loyal advocate, so comments Shane Baker.
Last, always keep in mind that negative reviews help you learn from your mistakes: thanks to constructive criticism you can actually get a better understanding of the current limits your product shows and of the improvements to be made. Nobody likes to receive a bad review, the key is to learn how to use it effectively because businesses might surprisingly benefit from a negative feedback session.
But of course, receiving a positive review has always a better taste! It also appears important to stress the fact that one, two or ten good reviews do not make the quality of your product or business untouchable, therefore companies should learn as soon as possible some tricks on how to keep up the good work. Here are some insights given by Sophia Bernazzani in her article 11 Strategies to Promote Positive Customer Reviews for your Brand or Business. The author shares some interesting thoughts on the importance of giving the consumers different spaces on social media channels where they can leave their reviews, then it is important to optimize and therefore update websites, articles, blogs and everything related to content. She also believes that customers should be solicited at the right time: when asking for feedback, never forget to make sure to know exactly where your clients stand in the journey with your business. Before choosing who to ask, keep in mind that there are a few indicators from where you can spot customers’ satisfaction. One of them, for example, is to check if consumers use the # to tag your brand on their social media accounts. Last but not least, take some time to think about the best strategy to structure your feedback request and go for open-ended questions like "How are you liking the product?", "Are you ready to renew/purchase again?" and so on. By using this kind of questions you are able to check a client’s level of satisfaction before asking him to rate your service. This might be even more helpful when the answer you receive does not show contentment, since you will be given the chance to first fix your customer’s issues and only then the right moment to ask for a feedback will come.
Smoobu has a very solid, strong and customer-oriented mindset and not even a single day passes by without listening to our users and learning something new from them. And on the importance of giving and accepting feedback lies our everyday approach. So spread the word, read and comment: we are looking forward to hearing from you!