For the first episode of the series Quick wins with customer feedback, our CEO Riccardo Osti proposes a simple exercise that might be incredibly helpful for you to start making actions from online reviews.
We expect you to perform a simple analysis of your customer feedback in one of your sources, such as Amazon, Bol, or even Trip Advisor. Take some time and see that this simple exercise will provide you important insights that can directly affect your business performance.
(if you prefer to read instead of watching it, go ahead:)
Hello everyone, I am Riccardo Osti and on a daily basis I help the world’s best brands become more profitable by investing in the consumer experience
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With this video I am starting a new series of videos, called “Quick wins with customer feedback”. In these videos I explain how to plan and execute simple actions that will dramatically improve the customer satisfaction.
I hope by now everyone knows that today’s most valuable source is online reviews. Reviews, like the ones that you find on Amazon, are large in number, unbiased, voluntarily generated, and most importantly, reviews are very insightful. This is why today we talk about reviews.
This means that independently from what business you are in, you have to read them, and ideally analyze what customers say, in depth. Performing the analysis of online reviews in a scientific way is not straightforward, and requires sophisticated software, such as the one produced by my company, Wonderflow.
However, it is possible to learn, and make quick wins, ever without a technology to support us. There are several exercises that could be done, and today I will explain how to do the first one:
Identify the top reasons for which customers complain and react to these reviews.
Let’s get started, follow these steps:
One, open a website where you know that customers leave reviews about your products or service. It could be Amazon, or Home Depot, or Booking.com or Tripadvisor, you name it.
Two, start reading reviews about your product, while on a piece of paper you write down the reasons that make customers unhappy. Write a brief description of the issue, one per line, and add a +1 each time you find a similar issue, described by other customers.
Three, run this process for 100 reviews. It would take you approximately one and a half to two hours to complete it. You would end up with a list of the reasons that push customers to complain and, if you did it correctly, you would be able to rank them by frequency, summing up all the +ones that you collected.
Four, now you don’t only have an overview of the most common reasons for clients to complain, but you can also prepare meaningful replies to explain to your customers how to better use your product, or offer support.
Five, reply to the reviews where the most frequent topics were mentioned. If you don’t have a good answer yet, or if the issues that customers describes are not something that can be solved in the short term, you can simply reply that you, the company, read the review, that you understood the reason behind their dissatisfaction and that the information will be passed to who can do something with it.
Finally, number six, pass the information to your colleagues from IT, Marketing or engineers that they can dive into the issue and hopefully do something.
You have no idea how beneficial this would be for your business. Customers write reviews to be heard and to leave a message for other, potential customers. If you reply to reviews, not only you have the chance to engage with unhappy customers, and you may be able to prevent some of them from leaving for another brand, but you will also show the right attitude to new potential clients, that will notice an attention to customers opinion. Some customers even review the star rating after the interaction, so you may get a better score immediately.
Remember, the main reason for customers not to buy Is uncertainty and fear. They don’t want to be left alone in case something goes wrong, which is exactly what you are solving by replying to existing reviews.
Don’t forget to perform this process frequently! Once is not enough!
I hope you liked this video…let me know if it helped you get more customers, or if you made the old ones more satisfied.
Thanks again for watching, and see you soon.