Google has played a significant role in changing the customer journey. New advances continue to alter how your prospects search for—and select — the businesses they’ll ultimately buy from. One of the latest ways Google is influencing your prospects is through the prominent display of business reviews, like this search for ‘furniture stores near Frankfort, IL.’
It’s not just Google and it’s not just furniture stores. Third party review sites like Yelp! have exploded in popularity and expanded to all types of businesses. And with Facebook—an inextricable part of daily (if not hourly!) life for most consumers—showcasing reviews, you might as well hang your star rating over the door of your business.
As much as we wish this wasn’t true, unhappy customers are four times more likely to leave a bad review than their happy counterparts are to leave a good one. Not all hope is lost though; happy consumers are more than 4.5 times more likely to leave a good review if sent an email that asks about their experience and invites a review in the days after their purchase. But you’ll have to do so consistently to get meaningful results.
According to “The Power of Reviews" survey, of consumers asked to write a review post-purchase, only three to 10% will do so. That means to earn five new reviews, you will likely have to solicit 100 or more customers. The effort is worth it! Industry-specific research shows bumping your average ranking from just three to four starts can more than double the number of prospects willing to shop with you.
So, how do you get your delighted customers to fire up their computers, smartphones or tablets and take the time to share their experience? According to RE:MARKET — New digital techniques independent retailers can use now to compete better, grow faster, and work smarter written by the founders of Retailer Web Services and released at the MEGA Spring Convention, here are sure-fire ways to see more stars:
Once you accept your customers have a human-nature, hard-wired preference for complaining over praising, it’s easier to understand why it’s worth putting time and effort into developing the latter. As with all aspects of your reputation management program, soliciting reviews from your customers requires a commitment to creating a system and sticking with it to ensure more stars in the long run.You can read this article on Retail Observer by clicking here