Online Reviews: How to Boost Customer Feedback
Online reviews are the most fundamental way that businesses can gather customer feedback about their location, offerings, and services. You should not only welcome customer reviews, but actively encourage them during the customer experience. In this issue, we’ll cover the basics of reviews, case studies, strategies, and touchpoints for customers to drive engagement.
Online reviews can help build trust and credibility in the eyes of potential customers. Seeing that others have had a positive experience with a business can make new customers more likely to engage with that business. Online reviews, especially on platforms like Google, Facebook, and Yelp, can improve a business's search engine optimization (SEO), making it more likely for potential customers to find you when searching businesses similar to yours. These services, after all, are usually the first resources that consumers look to.
Of course, every business receives negative reviews at some point. These reviews, in most cases, still provide valuable, real-time feedback that businesses can use to identify areas for improvement, whether it's related to product quality, customer service, or the overall customer experience. By addressing the issues raised in negative reviews, businesses can make meaningful changes to enhance their offerings and better meet the needs of their customers. You should be to reply to all reviews, but especially the bad ones! Your responses show that you care about your customer!
Monitor your online reviews regularly and respond to both positive and negative reviews in a timely and professional manner. Analyze the feedback and ratings provided on your online reviews to identify areas for improvement. Pay attention to recurring themes, common pain points, and positive highlights that can inform your product, service, or operational decisions. By following these best practices, you can capitalize on positive reviews and turn negative reviews into opportunities to demonstrate your commitment to customer satisfaction and build trust with the customer and the broader community.
Big Name Brands Are All-In On Customer Feedback
Hey, it’s not just us recommending this. Big name brands are active in this effort as well. By fostering a culture of customer-centricity and data-driven decision-making, these companies have been able to drive meaningful and sustained quality enhancements. Here are some examples:
Nordstrom
Nordstrom provides customers with review cards at the point of sale, asking them to rate their in-store experience, product selection, and interactions with sales associates. Customers can earn "Nordstrom Notes" for each review they submit on the company's website or mobile app. These Nordstrom Notes can then be redeemed for discounts, exclusive access to sales and events, or even complimentary services like alterations or beauty treatments. The feedback from these review cards has helped Nordstrom identify opportunities to improve store layouts, staff training, and overall customer service.
Starbucks
Starbucks includes review cards with their receipts, prompting customers to rate their satisfaction with the coffee, food, and overall service. Starbucks also trains their baristas to politely encourage customers to leave reviews, further driving engagement. The company uses this feedback to make adjustments to menu items, improve barista training, and enhance the in-store experience for customers.
The Cheesecake Factory
The Cheesecake Factory offers a free slice of cheesecake to customers who complete a short survey on their dining experience and leave a review. They prominently display review cards at the tables and check-out areas, making it easy for customers to participate. These insights lead to informed, targeted improvements, such as enhancing menu item quality, optimizing portion sizes, improving staff training and responsiveness, and enhancing the overall ambiance and atmosphere of their restaurants.
In each of these examples, the companies have used reviews as a strategic tool to collect targeted, actionable feedback from their customers. By leveraging this data, they have been able to make informed decisions, implement meaningful changes, and ultimately enhance the overall customer experience.
Now the question is: What tools and strategies can you use to increase customer participation? Let’s discuss various options below, some of which might be readily available to you.
Identify Touchpoints Throughout Your customer’s Experience
Actively encouraging customers to leave reviews can be tricky. Identifying the opportunities to engage, or “touchpoints,” is the easiest way to start the process. Here are some touchpoints throughout the customer experience that you can use to encourage feedback:
Physical Placement
Place review cards in easily accessible locations, such as at the checkout counter or tent cards at tables.
Incorporating review cards into your restaurant or bar's menu can be an effective way to prompt customers to leave feedback.
Here are some links to review cards:
Real-Time Engagement
Encourage employees to actively promote reviews and feedback at the end of customer interactions. Share positive reviews with your team to boost morale and reinforce good practices.
Digital Signage Tools
We covered digital signage tools in a previous post. You can read our post on Digital Signage here.
If you currently use services like Chive and Loop.tv, you can incorporate an online review call-to-action visual into your rotating images/videos on this very service. You’ve already got eyes on these screens. Use it to your benefit!
POS Systems Can Take It A Step Further
We covered POS system messaging capabilities in a previous post. You can read our post on POS Systems here.
Send follow-up emails or text messages after a purchase or service interaction, with a direct link to your Google Maps, Facebook, Yelp, etc. review pages. Offer incentives, such as discounts or loyalty program points, for customers who provide a review. This can easily be tracked through your POS system.
Strategy Guide Cheat Sheet
Once your reviews begin to pour in, the real work begins. Here is your easy cheat sheet for reviewing, responding, and ensuring your customers feel acknowledged.
Act Quickly
Monitor your Google Maps reviews regularly and respond to negative feedback as soon as possible. The quicker you address the issue, the better.
Maintain a Professional Tone
When responding, keep your tone courteous, empathetic, and solution-oriented. Avoid getting defensive or emotional in your response.
Acknowledge the Concern
Start by validating the customer's experience and letting them know you take their feedback seriously.
For example: "We're sorry to hear you had a disappointing experience. We value your feedback and want to understand how we can improve."
Learn from the Feedback
Analyze negative reviews to identify areas for improvement in your products, services, or operations.
Use this information to implement changes that can prevent similar issues from occurring in the future.
By following these best practices, you can highlight positive customer reviews, turn negative reviews into opportunities, and ultimately enhance your customer’s experience.