I watch my kids pick out donuts, cupcakes and cake, it’s all about the sprinkles. I talk with marketers, managers and small business owners about our customer feedback platform, it’s all about the reviews. While online reviews and sprinkles are exciting, attract eyes and help sell the product, don’t miss the all the great layers in the customer feedback cake.
The Layers Of The Customer Feedback Cake
With GetFiveStars there are many “layers” to the customer feedback cake. As much as anything, this post is to remind you of the value in a good customer feedback process. It’s not to minimize online reviews at all (because they matter!), it’s just a friendly reminder to invest in all of the aspects that can be part of your quest to get online reviews.
Let’s look at a few of the layers, why they matter and how they can help your business.
1- Asking every customer. When you ask every customer for feedback you are accomplishing something many businesses fail at and that’s having a proactive conversation with your customer. You’re not waiting to see if they give you feedback, were ecstatic, satisfied or disappointed, you are asking them first. A Help Scout post on customer service shared that a typical business only hears from 4% of their unhappy customers.
You are letting them know you care and want to always improve. You need to be asking every customer for feedback.
2- Capturing your Net Promoter Score. Compiling and evaluating your Net Promoter Score offers your business a simple and clear evaluation on how your customers feel about your business. NPS brings you a data point to your customers sentiment, trust and opinion about your business. It’s something you can share with your staff and work to improve.
At GetFiveStars we’ve done studies on the relation of NPS to online reviews and businesses with a higher NPS get more feedback and more online reviews.
3- Heading off bad experiences and reviews. When you proactively ask customers to share with you, you can often find out about problems or customer issues before they share it with friends or the world in a negative online review. Giving your customer a place to communicate with you allows you to own the problem, correct it and ensure a satisfied customer.
4- Respond To Online Reviews. We monitor online reviews hitting the web about your business, so when a negative review hits you can do something about it. It makes sense to work to resolve a customer issue for the main fact it can change their opinion about your business, but it can also cause a customer to update their review.
Many review sites like Google and Yelp allow reviews to be updated. In the example below you can see that Seattle Boat did an amazing job of satisfying their frustrated customer. Not only was he satisfied, he was impressed and his 1-star review was updated to a 5-star review.
5- Leverage Customer Testimonials. GetFiveStars users tell me all the time how they love the customer generated content we provide them in testimonials they can market and use. Today’s customer is looking for the opinion and experience of other customers to aid in their decision to engage or buy. This customer generated content can be an unbelievable weapon in your marketing and testimonials have shown to impact customers.
Not only does GetFiveStars capture testimonials for you, we help you display them on your website with ease. Our Testimonial Widget embeds within your website and allows for testimonials to automatically flow to your website.
Have Your Cake & Eat It Too
Hopefully I’ve helped reinforce or helped you realize all of the benefits in a solid customer feedback process. In my opinion, when you stay focused on great customer service, getting feedback and improving, the online reviews will come. When you press and only focus on getting online reviews it becomes difficult, frustrating and you miss out on some amazing cake in the process.