The customer experience is changing because consumers are changing too. They are now able to interact with different channels, take advantage of chatbots, etc. They use all the resources at their disposal to make the best possible consumer choices.
It is obvious that consumers are influenced by a whole set of solicitations. What are their favorite sources of information? Well it's their friends, followers, social media influencers, personalities and celebrities. Social platforms now play a central role in consumer decision-making. It is the opinions of people who look like them or who they wish to look like that most influence consumers in their purchases.
The idea is then to have a perfectly constructed customer opinion policy!
How to manage customer reviews effectively?
An effective policy for managing customer reviews must take into account a number of elements:
- The number of reviews
- The importance of videos and images
- Integration of customer reviews across different channels
- The apprehension of negative opinions as a real CP setup to conversation.
If you want to collect customer reviews, the best thing is to put in place a strategy that will allow you to obtain them very quickly after the purchase or after the last interaction from Internet users / consumers. The timing of the collection of customer reviews is central. This is why social networks have their role to play here. Individuals are indeed numerous to expose their feedback and feedback on these platforms because they know that the response of the company is fast since the publications are public and therefore read by all.
You can also use surveys, forms, questionnaires to collect opinions, but be aware that this type of format is not appreciated unless a benefit can be obtained in exchange. Getting consumer feedback is not always easy!
When a satisfaction questionnaire is carried out, the idea is to include closed questions (because they are easier to process) but also open questions where consumers can express themselves freely. On these qualitative questions, it will then be possible to analyze the discourse, to see if this discourse is rather positive or negative, etc.
On the other hand, if you have several communication and/or distribution channels, be sure to choose the channel that the customer prefers in order to ask for their opinion. He will then be much more inclined to participate and above all the answers will be of better quality.
Note that a customer feedback policy should also include a continuous improvement process. In other words, it's not enough to collect consumer reviews just for other consumers to read them. Indeed, it is also a question of identifying your faults, your errors in order to improve yourself.
The evolution of customer reviews…towards a more visual experience?
As technologies evolve and channels multiply, exchanges become more complex. Photos included in customer reviews are already widely appreciated by consumers. The video is coming! It is possible that very soon Internet users will be able to share their product test videos or their questions in video in the product sheets for example.
Some companies are already using video not to highlight customer reviews but to help consumers. For example, there are now video FAQs that allow individuals to independently understand the use of a product. This allows, among other things, to de-saturate customer service and reduce costs. Self-service is increasingly in the spotlight. Other companies even offer video calls to better explain the resolution of a problem, for example, or to start a conversation with individuals who have potentially left a negative opinion. The latter can thus be recalled in order to better understand what was their source of dissatisfaction and frustration.
It is true that video makes it possible to empower consumers with the help of tutorials, answers to common questions, etc. The real challenge is then to always update this content! Customer reviews are therefore a valuable aid in understanding the general sources of dissatisfaction. The next idea is to answer them on video. These can then be widely used as communication tools on social networks, for example. Take the turn of the video before your competitors!
