5 Doubts About Online Customer Feedback You Should Clarify
Thanks to the online culture of hate and the sudden growth and influence of trolls, today customer feedback is largely ignored by businesses. There was a time when Google Reviews of a certain local business actually gave the sentiment related to its products/services. The scene has undergone a change since those innocent times, and the influence of negative online reviews has taken a sweet spot in the online landscape.
However, there are still ways in which you can harness online customer feedback and use it to build a positive community — one that contributes to your business’ growth and development. Here are five common doubts that you may have about online reviews and ones that you need to clarify ASAP.
5 Common Doubts about Customer Feedback
I Don’t Expect Feedback Because I have Fewer Customers
This is a misconception. Even if you have a handful of customers who make use of your services, you need to encourage them to publish reviews either on your own website or third-party sites like Google Reviews and Yelp. Getting feedback is the number one way to test the sentiment about your products/services and how they are being received by your customers.
All Reviews Are Fake
This is a big issue that businesses need to understand completely before they can take action on it. Although the authenticity of online reviews are questionable, you must still collect and analyze them. Customer feedback is a goldmine to understand where you are going wrong, if at all.
As per a recent study, about 70% of online reviews are posted by genuine users. More than half of that fall on the negative side.
Using a Feedback Tool Is Ill-Advised
This is the biggest mistake that companies make today: not having a feedback mechanism on their own website. The primary reasons why users flock to online review sites are because they do not have an exclusive platform (associated with the company) to post their opinions. A look at online complain boards also sheds light into this phenomenon: users are happy to be vocal about their experiences with products and services, but a lack of feedback mechanism is what gets them.
As a B2C company, you should invest on a feedback tool and embed it on your website. The next step would be to make your users aware that such a tool is present. Don’t concentrate on the numbers at first, as it will increase over time.
Users Don’t Have Time to Post Reviews
The opposite is true. The success of Google and Yelp reviews is directly related to the willingness of users to post reviews. Take the example of a teenage boy who has just bought a fancy desk lamp from your online electronics store. He is really happy with it and thinks that he got a very good deal. The experience was even better because you also offered him a free delivery. It may not be surprising to learn that such a customer — who is happy with his experience — would want to post reviews. If he was the first person to buy that lamp, with little encouragement, you can get yourself a favorable review.
Feedback is Not Always Complaints
A lot of people think that online reviews are equal to complaints. But, the above example says otherwise, doesn’t it? A business should look at feedback as constructive information that can be used to better the services that it sells. What to do with the reviews and how to address them is a whole different subject.
These are the five main doubts that businesses have today when it comes to online customer feedback. Clarify them, and incorporate them into your marketing strategy for more effectiveness.