1. Actively request feedback
No reviews aren’t bad either. That is true, but a low willingness to give feedback does not exactly indicate that customers are really enthusiastic. In addition, Google ratings play an important role, especially for the provider’s search engine ranking. It’s not just about the average star rating, but also about the number, topicality, length and content of the textual comments that users make.
Anyone who thinks they can outsmart the world’s largest search engine by only asking satisfied customers for feedback will be disappointed: if Google finds out that a so-called routing is taking place, for example, it has the stars completely deleted.
So ask all customers for feedback. Either directly on site by handing them a tablet and asking them to take part in a small survey or by rating you on Google. However, you can also send an e-mail or SMS immediately after a transaction, whether online or offline – of course only with the prior consent of the customer (opt-in). This gives you an authentic picture of the customer opinion – and so does Google.
2. Listen, watch
To ensure that you don’t miss any feedback, you have to keep your eyes and ears open. In addition to Google, ratings in social media such as Facebook and Instagram also play a role. In addition, there are also specific portals in many sectors, such as autoscout24.de, mobile.de or jameda.de, which enable providers to be evaluated. It is important that you categorize the customer voices: is it positive, neutral or negative feedback? What exactly was evaluated – the product, the delivery or the service? Which branch is this? The more systematically you record reviews, the easier it is to evaluate and respond to them.
3. Respond appropriately to reviews
You can lose a frustrated customer to the competition in just a few days if you don’t respond to their concerns. With the help of prepared text modules, you can quickly create a suitable answer to feedback.
“Online reviews of your company only have a really negative effect if you don’t react to them at all or not appropriately. The rule of thumb is therefore: Answer 100 percent of the bad and at least 20 percent of the good reviews. Also, respond within 24 hours if possible.”
However, it is important that your message refers to the content of the review. A personal salutation, even if it’s just a nickname, is considered good manners. In addition, you should never justify yourself or contradict the customer. Remain friendly and understanding, and offer dialogue outside of the review platform. It is also polite to say thank you for positive feedback.
