Customer reviews on the Internet are similar to the word-of-mouth technique. The only difference is that these reviews are virtual and have a greater impact on the life of the company. Before contacting a company, 92% of Internet users read the comments left by other customers about the company. Customer reviews are useful for many reasons. Posting reviews on the internet gives potential customers great confidence in making a final purchase decision.
What is a customer review?
A customer review is a comment left by a buyer following an online purchase on an e-commerce site, or for a service provided by a company. The review can be positive or negative. The customer is free to express himself on the company’s profile. They can share their experience of a product or service, customer service or delivery. It is possible to share customer reviews on review sites or on social networks. The more positive the reviews, the better for the company. Many people choose to share how they feel when they are not satisfied.
Why are customer reviews consulted?
Consulting customer reviews is an essential step in the purchasing process. The majority of Internet users take the time to read the comments of others and to check certain essential elements such as conformity with the description and the quality of the product/service. A purchase is made after reading a positive review and in some cases, more than half give up buying after reading a negative review. It is important for a company to do everything possible to collect positive reviews from their customers for many reasons:
Incentives to buy
Most internet users consult reviews left by other consumers before making a purchase, so it is important to collect positive reviews. A handful of users rely solely on verified reviews from platforms such as Trustpilot or E-confiance to purchase a product. Customer reviews are reassuring and help the customer to make a decision.
Improving online reputation
The online reputation of a company is its popularity on the Internet. A company that gets positive reviews has a good brand image. Negative reviews are likely to damage a company if they do not find a way to turn this to their advantage. Consumers will have little confidence in the company and are unlikely to use its services.
Improving referencing
Customer reviews are necessary for a company’s SEO. If your site has many reviews and high ratings, it is more likely to rank well on Google in search results. Keywords are also taken into account in the answers given to customers.
Better know your customers and develop their loyalty
The comments left on your business allow you to learn more about your customers (geographical location, age, gender), find out their needs, and assess whether they are satisfied or not. By taking the time to read their complaints and feedback, you will be able to develop your business. Both positive and negative feedback helps you in a way. For example, you may decide to stop offering certain products or services, or add or change existing ones based on customer feedback. The aim of this manoeuvre is to provide a better experience for the customers of your company.
Companies should focus on customer satisfaction and establish a trusting relationship with their customers throughout the entire business process. The objective is to positively improve one’s online reputation, like that of Five Reviews for example. To do this, you can follow these few practices:
- Presence of easy-to-find contact details,
- Handle every conflict with empathy,
- Confirmation of receipt of the application,
- Respecting withdrawal periods,
- Tracking the receipt of orders and proof of delivery,
- Evidence of conflict management,
- Refund of order if possible,
- Avoid a lack of response,
- Investigate each complaint and get confirmation that it has been processed,
- Assign qualified staff to manage this function.
It is advisable to take note of all complaints in order to improve practices at all levels. Each object of dissatisfaction should be dealt with specifically using the appropriate form. If a refund can end the conflict, it is better to do so than to let the situation escalate. Customer reviews are very important for local businesses such as restaurants, shops, leisure activities or hotels.