- Customer reviews: why are they important?
- So, how to collect more reviews?
- Sure, but how to respond to reviews: the keypoints
- How to optimize your customer reviews?
- Turning negative reviews into opportunities
1- Customer Reviews: Why Are They Important?
Firstly and logically, an influence on consumer behavior
It’s no surprise: people heavily rely on online reviews before making a purchase decision. A positive review can convince a potential customer to visit your store, while a negative review can deter them.
Nearly 87% of consumers read online reviews before visiting a store (Brightlocal 2022).
Impact on Local SEO
Customer reviews not only persuade consumers but also improve your online visibility. Search engines (not just Google) consider the number and quality of reviews when determining local search rankings. In other words, the more positive reviews you have, the higher your store’s chances of appearing at the top of search results, thereby attracting more traffic.
2- So, how to collect more reviews?
Collecting customer reviews effectively is crucial for improving your online reputation and attracting more traffic to your store. Here are some possible strategies:
Encourage customers to leave reviews
To get reviews, actively encourage your customers to share their experiences. Here are some effective methods:
- Direct request: Ask your customers directly after their purchase or visit. A simple verbal reminder is often enough.
- Follow-up emails: Send thank-you emails after the purchase, including an invitation to leave a review. Ensure the link to leave a review is easily accessible.
- Visual prompts: Use posters or business cards in your store to remind customers to leave a review. Clear and visible signage often makes a difference.
Best practices for collecting positive reviews
To maximize the number of positive reviews, create an exceptional customer experience and make the review process easy:
- Simplify the process: Make leaving a review as easy as possible. Offer direct links or QR codes for reviews in just a few clicks. Tools like QR Code Generator, QRCode Monkey, or even Canva allow you to create and integrate these QR codes in stores.
- Rewards and incentives: Offer small incentives, such as a discount on a future purchase, to encourage reviews.
Recently, reviews from third-party sources are displayed on your Google Business Profile (formerly Google My Business) when scrolling. Therefore, increasing efforts on other platforms (Trustpilot, Tripadvisor, Yelp, etc.) can also be relevant!
3- But how to respond to reviews: the crux of the matter
Responding to reviews shows that you value customer feedback and are committed to improving their experience. This strengthens existing customer trust and loyalty while attracting new customers.
Different types of reviews: positive, neutral, and negative
- Positive reviews: Generally, these reviews have a rating of 4 to 5 stars. They reflect a very satisfying customer experience.
- Neutral reviews: Typically, neutral reviews have a rating of 3 stars. They indicate an average experience with room for improvement.
- Negative reviews: These reviews have a rating of 1 to 2 stars and reveal a dissatisfied customer experience, requiring immediate improvements.
Responding to positive reviews
Positive reviews are an excellent opportunity to strengthen the relationship with your customers. Here’s how to respond appropriately:
- Thank quickly: Show your gratitude by thanking the customer for their review. A simple “Thank you very much for your positive feedback!” can make a big difference.
- Personalize your response: Mention specific details from the review to show that you really took the time to read it. For example, if a customer mentions a particular employee, acknowledge that employee in your response.
- Encourage a return: Invite the customer to return to the store or use a specific service. For example, “We look forward to seeing you again soon!”
Responding to neutral reviews
Neutral reviews offer a unique opportunity for improvement. Here’s how to handle them:
- Thank for the feedback: Thank the customer for their review and honesty.
- Ask for details: Encourage the customer to share more details about what could be improved. For example, “Thank you for your feedback. Could you tell us more about what could have made your experience better?”
- Propose improvements: Clearly indicate the measures you will take to improve the mentioned aspect of the experience. This shows that you are proactive in improving your services.
Responding to negative reviews
On the other hand, negative reviews offer a unique opportunity to improve your services and show your commitment to customer satisfaction. Here’s how to handle them:
- Respond quickly: A quick response shows that you take customer concerns seriously. The faster you respond, the more likely you are to resolve the problem and show other customers that you are responsive.
- Stay calm and professional: Even if the review is harsh, keep a calm and professional tone. Show empathy and understand the customer’s problem.
- Propose a solution: Clearly indicate the measures you are taking to resolve the problem. For example, “We are sorry that your experience did not meet your expectations. We will investigate this issue and take the necessary steps to prevent it from happening again.”
- Invite to continue the conversation privately: For complex or sensitive issues, propose to continue the discussion privately. For example, “To resolve this issue in more detail, could you contact us directly at [your email]?”
Our response templates
Response to a positive review:
“Thank you very much for your positive feedback! We are delighted to hear that you enjoyed your visit, especially Julie’s welcome. We hope to see you again soon in our store.”
Response to a negative review:
“Hello [Customer Name], thank you for your feedback. We are sorry to hear that your experience was not satisfactory. We take your comments very seriously and will investigate this issue. Could you contact us directly at [your email] to discuss this situation and find a solution together? Thank you for your understanding.”
To go further in your response
- Use an empathetic tone: Show that you understand the customer’s frustrations and are sorry for their experience.
- Be specific: Mention specific details to show that you have carefully read the review.
- Maintain transparency: Clearly explain the measures you are taking to resolve the problem or improve your services.
4- How to optimize your customer reviews?
Customer reviews directly influence local search ranking, thus your traffic. All search engines use these reviews as a quality signal for local search ranking. Here’s how to maximize this advantage:
- Quantity and quality of reviews: Accumulate a large number of positive reviews and encourage customers to detail their experience.
- Regularity: Get reviews regularly to show that your business is active and engages with its customers.
- Respond to reviews: Respond to all reviews, positive and negative, to show your commitment to your customers and improve interaction on your profile.
Bonus: integrate reviews on your website through the store locator pages
Displaying customer reviews directly on your website’s shop’s dedicated store locator pages (in widgets, plugins, or on a dedicated “testimonials” page) has several advantages:
- Enhanced credibility: Authentic reviews build visitor trust.
- Fresh and relevant content: Regular reviews provide fresh content, appreciated by search engines.
5- Turning negative reviews into opportunities
Finally, let’s end on a hopeful note! While negative reviews can seem discouraging, they actually offer a valuable opportunity for improvement and demonstrate your commitment to customer satisfaction. Here’s how to turn them into assets for your business.
Analyze the critiques for internal improvements
Negative reviews provide direct information about what’s not working in your business. Use these critiques to identify weaknesses and make necessary improvements.
- Group similar reviews: Look for trends in negative reviews to identify recurring issues.
- Prioritize actions: Rank the issues by priority and address them quickly to show your responsiveness.
Parenthesis: how to delete a negative review on Google?
It is not always possible to delete a negative review, but in some cases, it can be justified, especially if it is a fraudulent or inappropriate review. Here are the steps to follow:
- Report the review to Google: Log into your Google My Business account, find the review in question, click on the three vertical dots next to the review, and select “Flag as inappropriate.” Follow the instructions to submit your request.
- Contact the customer directly: If the review is genuine but unfounded, try to resolve the issue directly with the customer and ask them to revise or delete their review after resolution.
By adopting a well-thought-out strategy for managing customer reviews, you can turn your customers’ feedback into a powerful tool for growth and loyalty. Customer reviews are not just a performance indicator but a crucial lever for enhancing your online presence, improving your services, and building a trusting relationship with your customers.
