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22 September 2023 • Resources

Why should you respond to customer reviews to boost your brand image?

Why should you respond to customer reviews to boost your brand image?

On the internet, competition is particularly fierce. That's why you need all the tools you can get to stand out from your rivals and attract as many customers as possible! In this sense, the reviews left by your previous customers are very important.

According to Statista, as of 2021, approximately 91% of online shoppers around the world consult at least one customer review before making purchase decisions concerning products and services! So remember to take care of your image and respond to all reviews, even those that aren't necessarily flattering...

Why are customer reviews so important?

Customer reviews are an essential element in the development of your company or business on the internet.

They're testimonials from consumers about your products and services, and they're relied upon by many internet users. Today, potential customers consult an average of 10 online customer reviews before buying from a retailer or entering a restaurant.

The commercial stakes are enormous, and not responding to positive or negative comments represents a missed business opportunity...

Customer satisfaction: Why measure it with reviews?

Even before talking about SEO and recommendations, customer reviews are very important to you as a company director. They provide direct feedback on your buyers' impressions. You should therefore be sure to read and consider them carefully.

They'll tell you not only what your greatest strengths are, but also what you can do to improve. Customer reviews will enable you to measure your popularity with your customers and improve your business thanks to them.

Google, TripAdvisor... All reviews can help you become better

Customer reviews and testimonials of all kinds play a major role in a brand's online reputation. Remember that your e-reputation is something to monitor on a daily basis! That's why making good use of customer reviews is key.

A growing number of internet users are expressing their opinions on the web. Their opinions have a direct impact on the development of online stores. Positive reviews are an excellent lever for boosting purchasing activity. Negative testimonials and complaints, on the other hand, are a real roadblock!

What's more, all these reviews are also taken into account by Google for your search engine optimization (SEO). In other words, it's best to do everything you can to collect as many little stars as possible...

What are the benefits of responding to positive customer reviews?

Responding to reviews on Google or any other platform should be a central element of your marketing strategy. After all, it's not enough to simply reply to negative reviews in order to counter them. Given that your customers have taken the trouble to contribute to your quality approach, they're entitled to a little feedback from you!

"Thank you for your comment": A simple token of appreciation

When responding to a positive comment, you don't necessarily have to make a long speech. A simple "thank you" can do the trick.

Since this small gesture is sure to be appreciated by you, don't hesitate to let others know: simply thank your customer for their review and tell them how pleased you were.

To humanize your company and create a social bond

Just as it's very important to respond to customer feedback on social media, it's also vital to interact with users leaving reviews on Google.

This helps to humanize a brand and create a bond with its community and buyers. Just because everything is done remotely, by computer, doesn't mean that the human touch shouldn't be at the heart of your interactions with your customers!

To retain satisfied customers and encourage them to return

Responding to a positive customer review means you value your customers. It's a highly valued service for your customers and therefore an excellent way of building loyalty and influencing their purchase decisions, encouraging people to return to your website or establishment.

In this case, the simple response becomes an additional lever in your customer relations. And because it's so difficult to acquire new buyers, you need to do everything you can to keep the ones you already have... Starting by simply answering them! So reply to them without hesitation.

To become a positive, caring example

Finally, because we live in a world where aggression comes easily and negative exchanges are increasingly widespread, what would you say to simply bringing some positive vibes to the web? Responding to your customer reviews is always a welcome sign of goodwill.

Why is it important to respond to the customer for negative reviews and comments?

Now that we've looked at the more flattering side of things, let's move on to the slightly more unpleasant... Bad reviews! Once again, these are not to be ignored, and it's very important to respond to them for several reasons.

To apologize to your customers

If people take the time to leave you a comment, even if it's negative, it's because they're expecting feedback from you. It's also because their experience didn't live up to their expectations. In any case, the first step is to apologize.

You'll have plenty of time to justify yourself afterwards. Nevertheless, your explanations will be better received if they're preceded by an apology. This doesn't mean, however, that you approve of what the internet user has said. It's simply a question of demonstrating your ability to listen and empathize.

To offer a better customer experience in the future

If your customer hasn't been completely satisfied, perhaps you're in a position to suggest an alternative to provide a better experience.

Don't hesitate to mention this possibility in your comments, even if it means contacting them personally at the same time to find a solution. The customer is sure to appreciate this and take it into consideration for future purchase decisions.

To show internet users your good faith

By not leaving a problem unresolved, you show your good faith and responsiveness to internet users. When a bad review is left for you, you need to bounce back.

By questioning the situation and exposing solutions for all to see, you could even turn it into a sales lever. Take advantage of all ecommerce reviews to turn the situation to your advantage!

To boost your reputation with your repartee

Because you certainly have a great deal of presence of mind, why not demonstrate it to internet users via your response?

If your brand already has a somewhat "offbeat" image, don't hesitate to bypass a bad review or negative comments with the occasional zany response.

It's a strategy used by some major brands, such as Burger King and Netflix!

How do you reply to customer reviews?: 3 Key tips

When replying to your customers, it's vital to follow certain basic rules, such as courtesy, respect, and the ability to question yourself. Here are a few tips to help you avoid making the wrong move.

The wrong comment: Never respond on the spot!

First and foremost: never respond immediately to a negative comment. Of course, this doesn't mean you have to wait months to provide consumers with an explanation.

However, it's best to take a deep breath and a step back so as not to write words you might later regret. So always be courteous, and remember that your response can be read not only by the person who wrote the review, but by all consumers on the internet.

Structure your comments and highlight your company's strengths

If you don't reply immediately, you'll be able to provide a more structured response. If you want to win the favor of other readers, your response must be readable, with impeccable spelling, good syntax, and perfect coherence.

Pay attention to your style and use the right tone so as not to tarnish your image. Likewise, you should avoid "boilerplate" answers. Make sure that your response is targeted and adapted to the comment in front of you.

Reply by signing your comment with your first name and company position

Finally, because it's very important to humanize your relationship with your customers and take personal responsibility, don't forget to sign your comment with your first name and your position within the company.

It's also important to take a step back from all the reviews on the internet. Today, it's estimated that between 15% and 30% of online reviews are false! You'll therefore want to keep this figure in mind, both when you're in the role of e-tailer and when you're on the customer's side.

Some competitors use unfair practices to achieve their ends. So don't take every comment at face value!

Conclusion: Why it's important to respond to the customer

In today's digital age, responding to customer reviews has emerged as a critical component of successful business management. This practice extends beyond mere courtesy; it's one of the best ways to foster customer satisfaction, loyalty, and business growth.

By actively engaging with customer feedback and providing people with thoughtful responses, companies demonstrate their commitment to customer-centricity and a willingness to listen and adapt.

First, responding to reviews, whether positive or negative, humanizes a brand. It establishes a connection between the business and its clientele, conveying a sense of appreciation for their input. Moreover, addressing negative reviews professionally and constructively can turn disgruntled customers into loyal advocates, showcasing the business's dedication to resolving issues and improving its offerings. 

Second, responding to reviews provides valuable insights. It allows businesses to gain a deeper understanding of their customers' needs and expectations, leading to informed decisions and product or service enhancements. This, in turn, can boost overall customer satisfaction and drive long-term success.

As you can see, responding to customer reviews is not merely a formality but a strategic, imperative tactic for your business in the digital era. It enhances customer relationships, builds trust, and helps in continual improvement—all essential elements for thriving in today's competitive market.

To take your marketing strategy a step further, we invite you to read our article on tips on how to get customers to leave reviews for your business.

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