Today more than ever before your future customers are checking you out before you even know they exist. Finding reviews online on Facebook, Google, Trustpilot or just checking your social channels and hashtags to get an idea of what you’re like before they decide to make contact with you directly. It’s critical therefore that you know what your existing customers are saying so you can ensure you keep them and also keep the droves of future customers rolling into your business.
Optimising your business’s use of feedback will not only enable you to keep and attract more customers it will also help inform future product developments, help you identify potential opportunities for your business or build strategic partner relationships.
If you have a specific thought in mind about your feedback report simply use the links below to jump to that section.
- Know your statistics
- Are the reviews you’re receiving valid?
- Keep responding
- Keep implementing actions
- Check your outcomes & validate your work
1. Know your statistics
Knowing the number of reviews left about your business and your average rating gives you the opportunity to see which feedback platforms might need improving. If you have a low rating and a high number of reviews, that’s not good and highlights to your potential customers that your business isn’t doing a great job. Digging into the platform highlighted and understanding why your business has a low rating will help you fix the customers issues, reduce your customer service workload in the long term and improve customer acquisition and retention.
2. Are the reviews you’re receiving valid?
Your confidence score is crucial to unpicking the nature of your reviews and also taking the appropriate action. If your confidence score is low, that means that Handle isn’t sure how accurate the reviews about your business are. This could be good or bad so it’s worth understanding the implication of the confidence score fully.
If you have a high rating on your various feedback platforms but Handle shows a low confidence score then that means that your high rating reviews could be done by internal staff members or if done by customers are simply a star rating with no explanatory information to validate the score. If you take the view of a potential customer, hundreds of 5-star reviews with no commentary or evidence to support them are not helpful and don’t provide much confidence to make a purchase.
On the other hand, if you have a low rating on your various feedback platforms but the confidence score is high that’s a real cause for concern. It basically means that your score is low and Handle is confident that they are genuine reviews by real customers. Clearly, you should address these reviews, make changes where necessary to avoid any future issues and ensure that you resolve any specific problems the customer had that are within your power.
It’s worth noting here that it should not be your objective to simply get negative reviews removed. Your response to negative reviews is actually a huge opportunity for you to win. Most people are pragmatists, they know not everything will be perfect all the time, what they want to see is what happens when things don’t go quite to plan. How do customers get treated? Does your business care and take steps to make good whatever happened where appropriate?
Dealing with negative feedback in a positive and proactive way can be a bigger opportunity to convince someone to buy from you than a hundred generic ‘great product – 5 stars’ reviews
3. Keep responding
The key thing when utilising reviews and also social media is to not stop. Responding to customer reviews, good or bad, adds a human element to the reviewing process. Understanding unhappy customers can give you the chance to improve your business and amend something that customers aren’t liking. This just adds additional validity to your business improvement processes helping to improve customer recovery and retention. Most times it’s the delay or the lack of response to an issue that irritates people more than the actual complaint itself.
Acknowledging the issue and taking steps to improve more often than not can take a minor detractor to a raving advocate helping to sell your business to others.
4. Keep implementing actions
Included in your feedback report is a list of three actions to take forward. These actions are bespoke to your business and are there to link you with resources and information to help inform your next step.
Once you have undertaken these actions, the noted button can be clicked to show that you have completed that particular action. When your report refreshes you will be able to see how these actions have affected your overall score.
5. Check your outcomes & validate your work
Your Handle feedback report refreshes each month, making it easy for you to check how the changes you have made to your feedback accounts have affected each of your individual metrics You will be notified each time your report refreshes, making it a reliable and easy way to track your progress, identify weak points and eventually mould your business to your customer’s needs.
If you have any questions about any of the data in your Handle feedback report, please email [email protected] with some details and we’ll take a look for you.