On August 1st, a survey by Capterra reminded us of the impact that online reviews can have on the consumption decisions of Internet users.
In light of this survey, we can see that consumers pay particular attention to online reviews; 60% of respondents say they read 2 to 5 reviews before buying a good or service. The “importance” they give to these reviews depends on the product. In the electronics and travel departments, 51% of respondents said they give “a lot of influence” to reviews.
Also, it is important to know that consumers who decide to write a review have expectations. Following a critical or negative comment, 39% want a “personal greeting”, 29% want “an explanation of the problem” and 17% expect “an apology”.
Faced with such an observation, we wanted to know the best practices in terms of managing reviews on Google and on social media. So we spoke with Josianne Brousseau, co-founder of Neomedias, an agency specialized in digital marketing.
“Imperfect” systems
First of all, the social media management specialist reminds us that Google and Facebook’s review systems are far from perfect, since, on the one hand, a competitor can “downgrade” the product and, on the other hand, the seller can use a “bot” to boost its image.
You have to handle the reviews with a fine-tooth comb and respond quickly, in order to demonstrate the quality of the customer service,” she advises. If the comment is negative, it is absolutely necessary to respond in a polite and courteous manner, without aggressiveness, to be in the understanding and in the search for a solution, to invite the customer to come and discuss with you by email, but also to offer compensation, either a discount or a replacement product.”
Keeping a loyal customer costs less than finding new ones, she reminds.
If a customer leaves a positive review with photos, take the time to use this valuable piece of content for publications (asking permission from the customer in question) and thank them. Using this practice gives the customer validation of your business and makes them feel good. There is a greater chance that the customer will come back and talk about it on social media.”
What to do in the event of “defamation”?
Despite all the goodwill in the world, companies are not immune to who decides to leave a review or an “unfounded” comment, to attack the brand. What to do in this case? Is there any recourse with Google or Facebook?
From experience, reporting negative reviews doesn’t really work, she notes. By responding quickly and with empathy, the company demonstrates its good faith and excellent customer service.”
Also, such a review is less likely to get attention if the platform shows multiple positive reviews or comments. Different strategies exist to increase the volume of reviews.
Offering a discount on a future purchase can be an interesting part of your marketing strategy, in addition to building customer loyalty. Another excellent practice is to remind people of surveys via newsletters to get feedback or links to social networks and their review section.”
The practice with the most impact remains monetary incentives, however, she says.
