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Why are customer reviews so important for your company?

Patrycja Lisowska
14/12/2023 | 5 min read
Why are customer reviews so important for your company?

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    Lost in the jungle of marketing messages, we all seek customer recommendations before making a purchasing decision. It is on the Internet that we look for social proof, or confirmation of the validity of our choices. We are more inclined to rely on recommendations from people who are similar to us than on characters created for advertising purposes. Therefore, it is no longer enough to just look at opinions published online, but it is also necessary to respond to them appropriately. 


    Why is it worth collecting customer reviews about a company?


    Admit that before making a purchase, you try to gather as much information as possible about the product and the company. To do this, you probably search for recommendations and opinions posted online on various portals, visit forums, or watch product tests. Sometimes you also seek advice from family and friends, all in order to choose the best possible product. 


    Your potential customer goes through exactly the same decision-making process. A new step has appeared on our path to making a purchase decision - it is the Zero Moment of Truth (ZMOT). In simple terms, it is the period in which the consumer examines the product before purchasing, checking experiences of other users. That is why communication with customers on the Internet and constant monitoring of opinions about our company have become essential. As part of ZMOT, you should also take care of your visibility in search results across all channels used by current and future customers. 


    Remember that real company reviews are an invaluable source of knowledge about the quality and reliability of the services you provide. From consumer reviews, you will learn what advantages of the product convinced customers to make a purchase. You will understand why customers consider recommending a particular product. In this way, you will learn about your competitive advantage, which is worth highlighting in communication with potential customers. Of course, there is also another side to the coin - negative company reviews. However, try to extract valuable lessons from critical online reviews and strive to improve the product you offer.


    customer reviews


    How do company reviews influence potential customers? 


    Opinions matter. Before making a final decision, customers want to know about the experiences of other buyers to confirm the validity of their choices. When faced with a purchasing dilemma, we want someone to support us in making a decision. We believe that if others have trusted a particular brand, then we should too. It turns out that under the influence of positive online reviews about a company, we are even willing to give up our own preferences and choose a product with more detailed reviews. The number of reviews also correlates with sales results. That is why it is important for you to encourage customers to leave reviews. 


    On the other hand, the absence of customer reviews on the Internet can indicate two things about your company - either you do not sell enough to receive reviews, or you simply fear evaluation. Therefore, allow customers to engage in building your online reputation. Strive to actively encourage the community gathered around your brand to share constructive feedback about the product. Through impeccable customer service, also ask new users to leave reviews about your company.


    How to respond to negative reviews? 


    Although it is not easy to deal with criticism, there are several principles that will help you manage negative online reviews and have a conversation with customers. Above all, you must ensure that you always remain professional and do not let emotions guide you when communicating with difficult customers. Negative comments left by dissatisfied customers on your profile are not uncommon. However, it is up to you to decide how to respond to negative feedback from your customers and whether you will come out of the crisis unscathed. Above all, your reaction should be objective and balanced, and you should not argue about unrelated topics. You should also not ignore all unfavorable reviews, as they can provide valuable lessons about the quality of your services and products. 


    However, are there situations in which it would be advisable to remove negative reviews from the Internet? Although we cannot interfere with freedom of speech, a response is necessary in cases of defamation and the use of offensive language. Hate speech and incitement not only damage our online reputation but are also unlawful actions that violate our personal rights. Also,  false reviews posted by unscrupulous competitors are grounds for intervention by administrators.


    In summary, try to constantly monitor online reviews and respond to all comments, regardless of their nature. The Rating Captain tool will help you build your reputation online and also encourage customers to leave reviews about your company.

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