Why should brands analyse reviews to build better products? Because customers write what they need inside reviews.
When marketers had a much more product-centric approach, consumer reviews were not considered so important. They soon realised that is needed to listen more carefully to what customers say in order to minimise the risk of wasting money.
That was the dawn of the consumer-centric era. Delivering what customers ask inside reviews is indeed extremely valuable. Shoppers are very good supervisors, and they can easily check how good a brand responds to feedbacks. It’s proven that customers don’t buy again a product if the brand fails to follow what they ask.
That explains why sales are deeply influenced by reviews. If a product scores high, it sells more than another one which scores low (See the chart above). It’s interesting to see what prevents a product from getting an higher rating. In many cases are just minor issues that could be quickly solved by the manufacturer.
We can summarise the process like this:
- Product A launched in the market
- Shoppers buy it
- Shoppers review it
- The brand analyse reviews
- The brand improves the Product A, based on analysed consumer feedbacks
- Product A+ launched in the market
- Shoppers buy it
- Shoppers review it better
- Product A+ sells more than Product A
This is possible only if a brand is able to turn consumer reviews into concrete actions. Using Wonderflow analytics for instance we are able to understand which are the features to improve in order to maximise product ratings.
Our text analysis technology allows us to get this information out of product reviews, and then convert it to meaningful insights.
Understanding customers’ needs without asking them is the key to sell more.