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Why we love reviews (and you should too!)

Posted by Marissa Farris on Feb 23, 2018
Marissa Farris
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To some brands, reviews are a scary thought. After all, your customers can write anything about your brand for the whole world to see. Don't let the thought of a few negative reviews deter you. At ConsumerAffairs, we love reviews and you should too!

 

Reviews connect brands and customers


When a customer takes time to leave a review of your company, appreciate it. Whether positive or negative, reviews are the bridge that connects brands and consumers. Without customer reviews, how would you get feedback and learn from your buyers? Reviews provide the ability to learn what complaints customers have about your brand or offering, what praises they are singing about you, and how you can improve your overall business.

 

As Alan Wu of ConsumerAffairs Accredited Brand Bay Alarm Medical, shared with us, “The more reviews we get [and] the more we show our customers that we’re quick to respond to their compliments as well as their problems, the more reputation, credibility and trust we’re able to build. It directly correlates with our exponential growth year over year.”

 

"The more reviews we get, the more we show our customers that we’re quick to respond to their compliments as well as their problems, the more reputation, credibility and trust we’re able to build. It directly correlates with our exponential growth year over year." 

Alan Wu, Director of Sales and Marketing, Bay Alarm Medical

 

Smart buying decisions


Reviews help customers make smart decisions about their purchases. Consumers spend time researching products they have never bought before, that involve a large investment, or those they are otherwise uncertain about. The amount of time they spend researching will increase for products that are more expensive or have a higher perceived risk. Consumers will turn to online reviews to learn from the experiences of other consumers. As humans, we have a natural tendency to want to avoid making a mistake, thus, by reading the experiences of others, we have the opportunity to learn from their mistakes instead. If a product has great reviews from satisfied customers, other shoppers are likely to believe they will have the same positive experience and will be more likely to purchase. However, if a product has hundreds of one-star reviews, consumers will become wary of the product. Keep in mind, evidence shows consumers are skeptical of perfect five-star ratings from every single customer, so those three- and four-star ratings can actually play to your favor. By taking the time to respond to reviews, especially showing that you're dedicated to resolving issues customers have identified, you show potential buyers you value feedback and take necessary steps to correct any wrongdoing to satisfy the customer.

 

Kris Kabak from Instant Checkmate testifies to this sentiment, “ConsumerAffairs helps us drive our online reputation in the right direction by allowing us to address and resolve our unhappy customers, and by collecting feedback from the customers we haven’t heard from before. The increase in customer satisfaction and online ratings have been a huge boost in morale, and we’ve seen a tangible result.”

 

“ConsumerAffairs helps us drive our online reputation in the right direction by allowing us to address and resolve our unhappy customers, and by collecting feedback from the customers we haven’t heard from before. The increase in customer satisfaction and online ratings have been a huge boost in morale, and we’ve seen a tangible result.”

 

Kris Kibak, CEO, Instant Checkmate

 

Smart business decisions

Consumer reviews helps brands make smart decisions about their product, marketing, and customer service. When an unhappy customer takes the time to leave a review of their complaints, companies should take it as a gift and use it as the ultimate learning tool. For example, if product quality is dissatisfying to consumers, consult with your product team to see what material improvements can be made. If there are complaints about staff interactions, look into more customer service training. Happy customers and their reviews are just as important because they allow you to see what you are doing right. As always, you will encounter a few rotten eggs who will never be satisfied, but any recurring themes in your reviews should certainly be addressed.

 

Lisa Henken from netSpend sees the powerful results of using online reviews as a way to improve her business processes. She says, “We were struggling to respond to online review site feedback because many sites didn't verify that the reviewer was a customer, and didn't provide enough information to contact the customer. I feel like we have a more complete story about our product online because of ConsumerAffairs.”

 

Jake Holman of ConsumerAffairs Accredited Brand Independent Home echoed Henken's sentiment, saying "ConsumerAffairs gives us a 360-degree view of the customer journey from first call to completed installation.” 

 

“We were struggling to respond to online review site feedback because many sites didn't verify that the reviewer was a customer, and didn't provide enough information to contact the customer. I feel like we have a more complete story about our product online because of ConsumerAffairs.”

 

Lisa Henken, Chief Customer Officer, NetSpend

"ConsumerAffairs gives us a 360-degree view of the customer journey from first call to completed installation.” 

 

Jake Holman, Chief Marketing Officer, Independent Home


Open conversations, transparency, and growth


As you can see, there are many reasons why reviews are important to your brand. Reviews are a great way to learn exactly how your customers feel about your brand and help guide and direct your business operations. Your brand can use online reviews to create dialogue between you and your unhappy customers to resolve their issues, as well as create dialogue between happy customers to boost retention and referrals. This open dialogue promotes transparency and allows future consumers to understand how you handle customer concerns. Using a third-party review collection agency is a great way to get your customers talking about your brand in order to drive conversations and identify areas of weakness in your current processes.

Tags: Customer Reviews