When processes are properly set up to encourage, nurture and process customer reviews, brands can turn consumers into effective consultants and partners.
Marketers should ensure their website enables customers to get directly in touch with the brand to prevent unhappy customers from writing about their anger and frustration on public channels. But, in the case of negative public reviews, brands should respond to them with empathy as it can increase the purchase intent among potential customers.
Collaborating with third-party review platforms like Google My Business can help marketers gather an unbiased and broader customer perspective about their products and services. Brands should also enable social listening to collect authentic customer opinion.
Promoting the best ratings and testimonials can help businesses build credibility and earn trust among their audiences. A detailed analysis of customer feedback can further help brands optimise their products/services.
[10 minute read]