How Your Customer Satisfaction Surveys Can Be the Newest Member of Your Sales Team

Every company wants to deliver the best experience to their customers and while many fall flat in this promise, they know that satisfied customers are good for business. Companies often use customer satisfaction surveys to gain insights on how to improve their service, interactions, and products, as well as get key statistics like their Net Promoter Score (NPS). These surveys provide great and insightful information, however they are often only used internally behind closed doors.

“Let’s take most of the money we would’ve spent on paid advertising and paid marketing and instead of spending it on that, invest it in the customer experience and then let our customers do the marketing for us through word of mouth.” — Tony Hsieh, Zappos

But what if you could still collect satisfaction feedback and then leverage this information directly in your sales and marketing efforts? So instead of your customer satisfaction scores only influencing changes that could boost your sales, they can immediately drive business?

Leveraging online reviews as part of your customer satisfaction efforts can help achieve this. As we are now in what Forrester Research calls “ The Age of the Customer”, consumers are increasingly using online reviews to help make purchase decisions. Reviews are in fact customer satisfaction surveys that are public, that can be read as individual reviews or viewed as an aggregate score, and that show the experience you are providing your customers.

The power of using online reviews is that your customer satisfaction results can now have a direct impact on potential customers. Consumers want to work with brands they can trust, that are validated by other consumers, and have a solid track record. Your internal customer satisfaction results probably say all of this and more, but consumers never see this insight. Online reviews bring this information into the open and if you have a solid score, you could average a 4.6% increase in conversion rates* and an 18% uplift in online sales*.

Leveraging online reviews as part of your customer satisfaction efforts does not have to be an “either or” approach. At ProductReview we have seen organisations successfully use traditional customer satisfaction surveys together with online reviews to serve their internal and external needs. It’s our view that you need both — specific insight to make changes to your organisation, but also customer feedback you can use publicly to build up a solid online review presence.

Consumers want to see reviews and increasingly expect to see reviews. A step now to increase your online reviews can be considered a direct investment in your future sales efforts.

*Data courtesy of Reevoo