Customer reviews have a great impact on a brand’s online reputation. But, you may have felt that sometimes they don’t really work out for you so well. You may be getting good reviews from some of your customers, yet no new conversions. However, you don’t have to worry, because you’re not the only one facing that issue.
So, what might be the reason behind that? Where did it go wrong?
Well, there is more than one reason for this slackness of customer feedback industry.
You may have seen tons of positive reviews on many products while surfing through Amazon. Did you think they were all real customers? No, they are actually paid review bloggers. These bloggers write reviews about your product or service to earn affiliate revenues. Their job is to write detailed opinions about products available for sale. Later, if someone buys a product after reading about it on their website, they receive a residual income for it. But, the problem here is, all that the customers can see now – are piles of fake reviews. This thing has created a big lack of trust among the customers. The thing that was meant to simplify the purchase decision of a customer has now become a cause for its inhibition.
The abundance of negative feedback
Another big reason behind the resistance of feedback industry is the imbalance between the amount of positive and negative feedback. The number of positive reviews you’ll find for a product is most likely to be lesser than the number of negative reviews on it. This is so because most people who post reviews about a product/service are the ones with complaints. They share their thoughts only when a product fails to satisfy them. This thing has created a huge discouragement in many businesses to strive for collecting customer feedback.
Poor Customer Service
Finally, what most businesses fail to realize is that the quality of their customer service is very crucial in this process. A company may get successful in serving its customers with the best quality products. But, if it fails to cater the after sales customer concerns, it should get prepared for a bad review. This thing is also making brands blame the review system or the product itself instead of looking at the real picture.
It is about time that the companies should realize the real importance of customer feedback. However, the online review community does need to change. To do so, businesses need to switch their incentives from fake reviews to real customer reviews. They need to use smart and innovative techniques to encourage more customers for sharing their thoughts about brands. Businesses also need to put a high emphasis on improving their customer service. As this can enhance their relationships with the customers, which would ultimately lead to increased customer satisfaction. Once customer satisfaction is achieved, getting good feedback will no longer be a problem.
You should also give a look at our previous blog to learn about some real-life lessons about customer feedback.