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Importance of Customer Reviews and How to Generate Them

January 20, 2019

Importance of Customer Reviews and How to Generate Them

Word of mouth is the most vital medium for popularizing any business. Positive reviews are not the only kind that may be beneficial to a business, even though they are preferred. And establishing a positive image of your business isn’t the only benefit of online reviews.

Online reviews by the customers can also optimize search engine rankings. Popular review sites such as Yelp and Trip Advisor have been around for a long time and have an extensive database of information about businesses available.

Customer reviews also help by making it easy for buyers to choose what they desire. According to Bright Local’s consumer survey, 86% of the consumers read online reviews for local businesses, with 12% of consumers looking for a local business online every day. Surprisingly, 89% of the global customers read the responses to reviews.

Why Do Customer Reviews Matter?

According to Bright Local’s survey of local consumer reviews, consumers go through an average of seven reviews before trusting a business. These statistics were six in 2016. Also since the spread of the review culture, these businesses have seen the most growth and expansion. Other forms of businesses are also reviewed and referred to by consumers all around the world.

Online reviews not only influence consumers but also affect the visibility of these businesses in search engines. With regard to retail, the most influential factor for Google’s local search ranking is based largely on significance, location, and presence.

Out of these, location and significance are not affected by reviews. However, reviews have a major impact on the online presence of a business. Search engines like Google favor reputable review sites such as Yelp, so it is not uncommon for a small business’s Yelp or even Facebook page to rank higher in search results than its actual website.

Reviews can also be used as customer testimonials for the business website. Highlighting good reviews in social media posts and marketing campaigns may also result in further generation of reviews. Social media influencers can be vitally important while working toward growing your business presence online.

How to Collect Customer Reviews? 

Increasing positive customer reviews means growing consumer base. To get reviews from customers is not an easy task for an ordinary or new business. A great deal of effort has to be put in to generate reviews. Certain practices may be helpful in the generation of reviews. Some of these are:

  • Providing exceptional consumer service

Customers, when provided with good service are satisfied and would readily leave a review when asked for. The services include everything from providing online payment platforms to guiding the consumers in the best possible manner.

  • High-quality product or service

The product or service that a company provides is the main reason behind the customer’s satisfaction.

  • Requesting feedback/advice/suggestions regarding personal interests of the consumers

Attending to the customer and asking for their views on improving the business help to instill a friendly/family-like atmosphere for the customer, making them feel more involved and important.

  • Making it easy to receive feedback

Engaging the customers, even after the product has been sold is essential. This can be achieved by reviewing their purchase history and making recommendations regarding products that they might like.

  • Engaging customers online

Using the information about the customer collected from their purchase and sending emails regarding the product and its feedback, is a good way to make the customer feel engaged.

  • Active and logical responses to reviews

Actively responding to customers in a logical and compassionate way is vital for success in business. There can be positive reviews and negative reviews. Responding to both is equally essential.

Regular interaction with the consumer helps in maintaining a check on the quality of services, whether it’s about the best mode of delivery, online payment gateway, or cancellations & refunds. Regularly tracking reviews by making it a habit to check out various review platforms and social media outlets will help in the growth of the business. In this age of social media, online reviews are just the tool you need to make your business known.


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