Lost in the maze of marketing messages, we all reach for customer recommendations before we make the right purchasing decision. It is on the Internet that we look for social proof, that is confirmation of the accuracy of our choices. We are more likely to trust people who look like us than characters created for the purpose of advertising. Therefore, it is not enough to just watch the reviews published online, but we should also react to them.
Just admit that before you decide to make a purchase, you try to gather as much information about the product as possible. For this purpose, you probably look for recommendations and reviews posted online, visit forums or watch product tests. Sometimes you also consult your family and friends.
Your potential customer follows exactly the same path. There’s a new step on our path to purchase – the Zero Moment of Truth (ZMOT). Simply put, it’s a period of time during which a consumer researches a product before buying it, checking other users’ experiences. This is why it has become essential to communicate with customers online and constantly monitor reviewss about our company. As part of ZMOT, you should also take care of your visibility in all channels used by current and future customers.
Remember that real customer reviews are an invaluable source of knowledge on the quality of your services. From consumer reviews, you will learn what advantages of your product convinced customers to buy it. Thus you will learn about your competitive advantage, which is worth exposing in communication with new users. Of course, there is also the other side of the coin – negative reviews about the company. However, try to learn a valuable lesson from critical online reviews and strive to improve the product you offer.
Before making a final decision, customers want to learn 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 trust a given brand, we should too. It turns out that under the influence of positive reviews on the Internet, we are even able to give up our own preferences and opt for a product with more detailed reviews. The number of reviews also correlates with sales results. Therefore, it is important that you constantly encourage users to leave reviews.
In turn, a lack of consumer online reviews may indicate two things about your business – either you’re not selling enough to get reviews, or you’re simply afraid of reviews. So let your customers get involved in building your online image. Try to actively get the community gathered around your brand to share constructive comments about your product. With impeccable customer service, also encourage new users to give you feedback.
Although it is not easy to deal with criticism there are a few rules that will allow you to manage negative reviews online. Above all, don’t forget to always be professional, and don’t be emotionally affected when communicating with a difficult customer. Negative comments left by a dissatisfied customer are not uncommon. However, it is up to you how you respond to negative content and whether you come out of the crisis on top. Above all, your response should be factual and balanced, and you shouldn’t argue about topics unrelated to the transaction. You cannot also ignore all unfavorable opinions, they can be a valuable lesson on the quality of your services and products.
Are there any situations in which it would be advisable to remove unfavorable online reviews? While we cannot interfere with the freedom of speech, it is necessary to react in case of defamation and offensive language. After all, hate speech not only leads to damage to our image on the Internet, but is also an illegal activity and violates our personal rights. Also false reviews, issued by unfair competition, are the basis for intervention of administrators.
To sum up, try to monitor the reviews on the Internet and react to all the comments, regardless of their nature. A tool from Rating Captain will help you build your online reputation.