What You Can Learn From Positive Online Reviews
If you own or manage a business, you already know the important role that glowing online reviews play in your customer journey. According to a survey by Spiegel Research Center, nearly 95% of shoppers read online reviews before making a purchase. And, 85% of buyers trust reviews on sites like Yelp, TripAdvisior, and Amazon as much as personal recommendations from friends or family.
More than ever before, today’s consumers are looking for brands they can trust and businesses that provide a positive experience. Only when they’ve thoroughly vetted your brand—through conducting extensive online research and reading countless reviews—do potential customers decide to make a purchase, sign up for a service, or walk in the doors of your business.
And it is only once a potential customer decides to make a purchase, sign up for a service, or walk in the doors of your business that they can become a raving fan.
Listening To Your Raving Fans
It was Ken Blanchard who first coined the term when he described a “raving fan” as a customer who is so overwhelmed and floored by the customer service they’ve received that they can’t stop telling everyone they know (and in the case of online reviews, many they don’t) about it.
All good businesses create raving fans quite organically. Raving fans are the people who can’t stop talking to their friends, family, peers, and co-workers about the amazing product, service, or overall experience they had with your brand. They do this face-to-face, through recommendations, in online reviews, and on social media. Word-of-mouth virality combined with internet shareability results in increased brand recognition, sales, and the overall success of marketing efforts. Raving fans, constantly singing your brand’s praises, are, of course, some of our favorite customers and best brand ambassadors.
Your Customers Are The Most Authentic Source Of Feedback For Your Business.
Your customers aren’t the only ones who should listen to what raving fans are saying about you. Your positive reviews are a vital source of insight into what is working well about your product or service and what can be done to make the experience better. By discovering what products or aspects of your company your customers really dig, you’ll learn not only what’s working well in the present, but what to do more of in the future.
According to Fan and Fuel, 73% of customers value the written review over the overall star rating. The takeaway? Words matter and make an impact. Even if you’re the best in the business, or an established leader in your field, through listening to customer feedback you’ll again see your company through fresh eyes. You’ll gain insights into which products or lines to invest in and which are more hassle than they’re worth. You could even be inspired in ways you can improve upon your best products and expand their reach. You’ll learn what to keep, what to cut, and what could use a little improvement.
By monitoring and analyzing positive reviews, you uncover your company’s unique strengths and selling points, which can be invaluable in shaping the story you tell online, improving your customers’ experiences, and ultimately, growing your business. Your customer feedback provides you with key data that helps you make informed business decisions and develop sound strategies for the future.
Happy Customers Are Your Best Marketing Strategy
Remember, your happiest customers are your best brand ambassadors, promoting your products or services wider than even the cleverest marketing campaigns. Customer satisfaction and loyalty is a crucial factor in the financial performance and longevity of your company. Loyalty is directly linked to increased market share, lower sales and marketing costs, and higher revenue.
We can all agree that happy clients are good for your bottom line. Additionally, positive reviews help with SEO and conversion rates. So use those stellar online reviews to your advantage and don’t be afraid to flaunt them. The most innovative and forward-thinking brands are highlighting good reviews and using them as testimonials in print and digital advertising and marketing, on social media, their website, and any and everywhere else you can imagine.
Want help managing your business or brand’s online reputation?
We can help! Reputation Studio is an Enterprise Online Reputation Management (ORM) platform that consolidates customer reviews into one dashboard, automates the routing of reviews to teams, posts responses in real-time, and applies AI to provide actionable insights and track the sentiment and intent.