Tag Archives: online reviews

Customer Feedback: Four Easy Ways to Get It

Every small business owner knows that success can’t happen without satisfied customers. Yet, many entrepreneurs get so busy paying attention to the multitude of tasks they need to accomplish day to day that they neglect to ask customers for meaningful feedback.

Advantages of Asking for Customer Feedback

Some ways that customer feedback can help your small business include:

  • Allows you to identify how to improve your products and services. Feedback can shed light on your company’s offerings’ strengths and weaknesses. Armed with this knowledge, you can determine what improvements or changes will better serve your target market and keep customers happy.
  • Attracts new customers. For example, in the case of online reviews, positive feedback can help your company gain trust and influence prospective customers’ buying decisions.
  • Improves customer loyalty. By asking for feedback, you show customers that you value what they think. Customers who feel appreciated are more likely to stay loyal to your brand.

Four Ways to Get Customer Feedback

Fortunately, there are a variety of ways to find out what customers think about your company and your products and services.

1. Online Reviews and Social Media

Often, customers will do this on their own without prompting, so stay alert to what they’re saying about your business online. Several sites to watch include:

Even if you haven’t claimed your profile on a review website or social media platform, don’t assume customers aren’t talking about your company there. To make sure you don’t miss out on potentially valuable feedback, consider setting up Google Alerts to detect when someone mentions your company in reviews and on the web.

Be sure to read review websites’ terms of use carefully, some strictly prohibit businesses from asking customers to leave reviews.

2. Email Surveys

Email surveys give customers a convenient and fast way to respond to your questions about their experience with your company. Several platforms have a free option with basic features, a limited number of questions, and a limited number of emails per month. They also offer subscription plans that provide more capabilities and the ability to send a larger volume of emails. A perk of most email survey platforms is that you get analytics to summarize how respondents collectively feel about your company, products, and services.

Several email survey sites you may want to explore include:

3. Survey Cards

Asking customers to complete a short survey card at the point of sale enables you to get instant feedback. If you believe that requesting feedback on the spot will cause inconvenience for people who may be short on time, consider sending cards by snail mail instead if you have customers’ mailing addresses in your records.

4. Phone Follow-up

Especially for professional services businesses who don’t have massive amounts of clients, phone calls can be a viable way to touch base about customer satisfaction. A one-on-one conversation can deliver more in-depth insight and strengthen the business relationship.

How to Make it Matter

When asking for feedback, it’s critical to ask questions that will return the information you need to understand what your business is doing well and what it needs to improve. Below are several articles that provide helpful food for thought about crafting questions to gather customer feedback:

Also, consider talking with a SCORE mentor. SCORE volunteers have the expertise and experience to help guide you in all aspects of running a business—including improving and maintaining customer satisfaction.

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How to get five stars on managing your online reviews

In today’s market, consumers read online reviews before buying products and services whether they’re buying an item on Amazon or scoping out a local small business. You can’t afford to miss out on what people might be saying about your business online.

Online Reviews Wield Word-of-Mouth Power

According to BrightLocal, “Nearly every consumer now conducts regular local searches, placing expectations on businesses to be visible online. Some businesses can struggle to differentiate from their competitors, so a positive online reputation is useful to help customers make a choice.”

BrightLocal’s Local Consumer Review Survey – 2017 found that 85 percent of consumers trust online reviews as much as personal recommendations.”

Online Reviews Help SEO

Online reviews may also help a business get found in online searches. According to the Moz 2018 Local Search Ranking Factors study, review signals are among the top 8 ranking factors used by Google.

The number of reviews, diversity of reviews, and review velocity (the rate at which a product garners new reviews) all have an impact on where on the search engine results pages a business will appear.

Which Review Sites Carry the Most Weight?

The 2018 ReviewTrackers Online Reviews Survey: Statistics and Trends found that Google has become the preferred review site for consumers. “63.6 percent of consumers say they are likely to check online reviews on Google before visiting a business — more than any other review site.”

Facebook is the most popular online space for leaving reviews. Although growth has slowed for sites like Yelp, TripAdvisor, and CitySearch, many people are still using them, and they continue to have an impact on companies’ reputations and ranking in online searches.

A Few Things to Keep In Mind

1. If you haven’t established or claimed your business on Google My Business and other review sites, consider doing so.

On some sites, such as Yelp, customers might be leaving reviews even if a business hasn’t established an account there. Realize that people can and will talk about your business online, so it’s in your best interest to know where that’s happening.

2. Be careful about soliciting reviews from customers.

While Google allows businesses to encourage customers to leave online reviews, some other review sites prohibit it. Some review sites prohibit asking customers to leave reviews. Always check the website’s terms of service to make sure you follow their rules.

3. Make sure that your business information is consistent across review sites.

Use the same company name, address, and phone number (NAP) information across all of them. Many SEO experts say that search engines view consistency in NAP information as a sign that a business is legitimate. If your NAP info differs from one site to the next, people might see incorrect information about your business in search results—or your business might not turn up on the search engine results page at all.

4. Pay attention to when someone leaves reviews.

Stay tuned into notifications when someone leaves a review of your business so you can respond—particularly if it’s a negative review. According to the ReviewTrackers survey, 53.3 percent of people expect a business to respond to a negative review within 7 days. By acknowledging customers’ dissatisfaction and taking action to remedy it, you’ll demonstrate integrity…and those people might be inclined to remove their negative review and write a more favorable one.

If you do get a few negative reviews, don’t fret. It’s likely it won’t permanently damage your reputation. In fact, several critical reviews may even help your business. Reviews, whether positive or negative, increase the overall number of reviews and they may enhance your credibility. Some people might suspect that a company with all glowing reviews is “too good to be true.”

5. Watch out for fake reviews.

Positive and negative fake reviews can do damage to your business’s credibility online. On many sites, anyone (whether a customer or not) can write a review. Some have automated mechanisms in place to detect and remove fake reviews, but their methods aren’t always 100 percent effective. If you find that someone has left a fraudulent review about your business, follow the review site’s process to launch an investigation.

 

6. Monitor your online reputation so you can detect when people are talking about your business.

Besides checking activity directly on the review sites, also consider setting up a Google Alert on your business name to notify you whenever someone has mentioned your business online. The more you know about what people are saying about your business, the better able you’ll be able to understand what you’re doing well and what you might improve. Online reviews and conversations can provide valuable feedback to help your business serve your customers better.

If you have questions or need guidance about managing aspects of your business online (and off), contact SCORE to talk with a mentor.