Keely Lords
Brand Manager
In today's crowded and competitive marketplace, earning customer trust and loyalty is crucial for business success. Getting customer reviews is a key ingredient in that.
Why are reviews important, you ask? They’re one of the most powerful tools you have in your business. Positive customer reviews showcase the quality of your product or service far better than your own brand talking about itself. They are real, organic endorsements from actual customers, highlighting your strengths. And that's powerful.
Here, we’ll dive into the importance of customer reviews, how they benefit you, and 5 practical ways you can get more of them.
What are customer reviews?
First, as if it’s not clear, customer reviews are public opinions about a product, service, or brand. They’re typically written by those who have directly experienced what your business offers.
These reviews can be found anywhere – review websites, social media platforms, or even printed materials. They provide an unbiased, largely organic real-world perspective into a brand, and can be a powerful influence on potential customers in the midst of a buying decision.
Why customer reviews are important
Customer reviews are a big deal these days. They impact your business in several ways:
1. They boost your brand’s reputation
A good review about your brand is like a thumbs-up from a friend. It builds trust and shows that you’re doing things right. When people see glowing reviews, they're more likely to remember your brand when eventually reaching the discovery phase of their buying decision. Your brand will likely be included in the running. That can lead to bigger and better things for your business.
2. They open a channel for customer engagement
Reviews give you a chance to talk to your customers directly. Responding to feedback – good or bad – shows that you care about what people think. It creates a better connection and makes them more likely to provide more feedback, giving your product team insights to refine your product for the market.
3. They help you increase customer satisfaction
Every negative review has the opportunity to turn into a positive experience. They show you what needs to be fixed, so you can make things better for your customers. Paying attention to feedback and making those changes leads to happy customers, which in turn, leads to renewals.
4. They grow awareness about your brand
Getting your name out there is super important, and reviews are a great way to do it. When customers share their experiences, it pops up on search engines and helps people find you. It’s a bit like having a big sign saying, "Come see what we're all about!"
5. They improve your SEO clout
Google loves reviews. When a bunch of people are raving about your business on different review sites, you're more likely to show up when people search for reviews of certain technology solutions. Nowadays, buyers rely heavily on review sites such as G2 and Trust Radius, so boosting your performance there can help with their initial search.
6. They build social proof
We all know what they say: "If everyone else loves it, I probably will too." Seeing positive reviews about your brand gives customers the confidence they need to give you a shot. They see that others have had great experiences and it makes them feel comfortable with making the decision to try you out. That’s social proof in a nutshell.
7. They increase customer loyalty
When customers feel like they’re being heard and you're taking action on their feedback, they’ll stick around. They feel like they have a partner in your brand. And that’s how you turn a sale into a lifelong connection with a happy customer.
8. They improve customer service
Customer reviews show you what your customers are struggling with, so you can get ahead of the game and solve their issues before they get upset. You can respond to those specific concerns, address their needs, and turn a bad experience into a positive one. This refines your product and helps you achieve product market fit quicker. It’s all about being proactive and going the extra mile.
5 ways to get more customer reviews
Getting more customer reviews is essential to reaping the benefits outlined above. But how do you get these reviews?
Here are 5 practical, quick strategies you can tackle to increase the number of public reviews about your brand:
1. Use automation to ask for customer reviews
You can automate your email and SMS campaigns so your review invitations come through at key points in the customer journey. For example, reminders can be scheduled to go out immediately after a purchase, an engagement with your customer success team, a positive feedback session, or when a client reaches a significant milestone when using your software. These are all moments when a customer is actively thinking about you – that’s a good time to invite them to share their feedback about you.
Let’s say you’re a project management software provider. Imagine a newly acquired client has just completed their first major project using your platform. That’s when you can set up a friendly invitation to submit a review – it capitalizes on a key moment where they’re likely satisfied with you and increases the likelihood for positive feedback while it’s fresh in their mind.
2. Incentivize customers to give reviews
Who doesn’t love a little something extra? Offering relevant incentives, like access to premium features, complimentary or discounted future services, or free consultation sessions with an in-house expert, is a great way to nudge those customers towards leaving reviews. Just remember, the reward shouldn’t feel bought – think more along the lines of a genuine "thank you."
If you're a SaaS company, you could offer a discount on their next subscription renewal or a complimentary strategy session for clients who leave a review. This approach encourages valuable feedback while strengthening your relationship with the client.
It's a win-win situation. They get a deal, and you get valuable customer feedback. Remember to tie the incentives back to the customer’s own motivations!
3. Share positive reviews from other customers
Brands love to be featured. When they see that you’re displaying positive reviews from other customers on your website, social media, or even printed marketing materials, this motivates them to share their own reviews in hopes of gaining key exposure.
In that spirit, highlight your top reviews throughout your marketing and PR efforts. Couple this with invitations to submit reviews, and this becomes a powerful motivator for growing brands to share their own feedback in public.
4. Make the review process super simple
No one wants to fill out lengthy forms or click through a complicated review process. Streamline things and make it a breeze for customers to share their feedback. Make sure the review links are clear, easy to access, and work seamlessly across all devices, especially on mobile.
Use pre-populated forms that automatically fill in some of their info (name, email) so they don’t have to retype everything. Remember, the easier the process, the more likely they are to take a few minutes to leave a review.
For example, think of online shopping. When you buy a product from a website, a “write a review” button is conveniently displayed next to the item description, often with an automated form that pops up. You’ve likely clicked on that at some point, finding it much easier than going back to a separate page or link. That's streamlining in a nutshell.
5. Talk to customers regularly
Build genuine connections and establish open, two-way communication streams. Reach out to customers with personalized surveys, ask for their feedback during service interactions, and don't shy away from those casual, informal interactions. Show you’re truly listening and that you value their perspective.
Let’s say you're a project management software company. When a client completes their first project using your platform, send out a satisfaction survey a week later to gather feedback on their experience with you.
Another opportunity is to send a personalized email with a thank-you note and a prompt asking the client how your platform helped streamline their project management success.
These regular touchpoints provide you with insights into their experiences, and it allows you to gauge their satisfaction and address any issues quickly.
Benefits of customer reviews
We've already discussed the significance of customer reviews, but let's explore how they contribute to a more successful business in a bit more detail.
1. Increased trust and credibility
Think of reviews as a glowing recommendation from a friend – they build instant trust. Customers are more likely to believe what other people say about you than what you say about yourself. They provide that social validation, giving your business a sense of legitimacy that potential customers value.
This trust isn't just about a gut feeling; studies show that 88% of consumers trust online reviews as much as personal recommendations.
So when you have those positive reviews showcasing customer experiences, you're giving potential customers the confidence to take the next step and try out what you have to offer.
2. Improved conversion rates
When those reviews start rolling in, it's like adding a "best seller" tag to your product. Positive reviews from satisfied customers work as social proof, encouraging others to click "add to cart." People are much more inclined to buy from a business that's proven popular with others, and that's exactly what good reviews do.
In fact, research shows that a single 5-star rating can increase conversion rates by a significant margin. So, if you're seeing your sales start to dwindle, take a moment to check in and see if a boost in reviews could provide the added push your business needs to bring in those new customers.
3. Greater brand visibility
Remember when you were tasked to identify a new marketing software solution for your marketing team? One of the things you might do is turn to Google and search for the “best marketing softwares for small business”. As you continue your analysis, you might search for “competitor analysis” and then go to G2 or another review site to look at product comparisons.
That’s what your potential clients are doing – and this is where customer reviews have considerable value for you. They boost your placement in search results and review sites.
It's like having a megaphone for your business, attracting new customers who are actively looking for what you offer, and to learn more about you. Google also prioritizes local search results with high star ratings and positive customer reviews, boosting your chances of appearing at the top of the page and reaching more potential customers.
4. Better decision making
Reviews give you priceless feedback, telling you what's working and what could be better. Are customers raving about your latest product feature? That’s great.
But more importantly — perhaps you see a pattern of customers mentioning a certain pain point. That’s an opportunity for improvement.
This information empowers you to make smarter decisions. It gives you a more in-depth look into your customers' desires and concerns, helping you create a more satisfying experience.
How Postal Helps You Get More Customer Reviews
At Postal, we understand the power of thoughtful and personalized gestures in building lasting relationships. Our platform offers a suite of features that can help you increase customer reviews:
Send customized gifts: Delivering thoughtful, personalized gifts to customers is a powerful way to strengthen relationships and create positive associations with your brand. A gift accompanied by a personalized message requesting a review increases the likelihood of customers sharing their experience.
Automate the review process: Leverage Postal’s automation features to streamline your review requests, sending targeted messages at key points in the customer journey. This ensures timely reminders and helps maximize review collection.
Personalize review requests: Craft customized messages tailored to specific customers and their unique experiences. Personalizing your review request demonstrates a deeper level of care and increases the chances of receiving a thoughtful response.
Customer reviews are more than just words – they represent a powerful reflection of your business's dedication to delivering outstanding service. Reach out to Postal to learn how to incorporate intelligent gifting into your customer review strategy.
