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How to collect customer reviews and how to use them?

April 25, 2023

If customer reviews are a cornerstone of your marketing strategy, you need to know how to collect them effectively and then use them!

You're just launching your marketing strategy, and you're at a loss for how to collect customer reviews? The Pimster team has put together an article to help you figure it out. πŸ‘‰


How to collect your customer reviews?


1. Set up channels to collect reviews

You can use various channels to collect customer feedback, and follow two different methods:

  • A proactive feedback collection process such as online questionnaires, satisfaction surveys or e-mail surveys. This is where questionnaires for calculating your brand’s Net Promoter Score come in.
  • Permanently accessible channels such as comments on social networks or testimonials on your website.

The important thing is that you make sure you use the appropriate channels based on your target audience and industry. Pimster offers you industry-specific onboarding flows!

But beware! The key to successful review collection is to ask for reviews at the right time in the customer journey.

It's risky to ask for a review when your customer has just installed their app and is getting a pop-up notification asking them to rate.

There is nothing more annoying for a customer than a call-to-action placed in the wrong place. Also, avoid sending an email with a satisfaction survey before your customer has received his package.

By applying this good practice, you will avoid this type of comment on your site:

Don't ask reviews too many times
Don't ask reviews too many times


2. Encourage customers to leave reviews

Did you know that 112 reviews on average are expected for a product? At least, that's what American consumers expected in 2019 before buying any product on the internet. This represents a significant number of reviews to collect.

That's why, beyond the tools you can provide to your customers, so they can easily leave a review, you must also encourage them to give their review with the right motivation.

You can therefore incentivize your customers to leave reviews by offering them incentives, such as discounts or gifts, in exchange for their reviews.

You can also use email reminders or phone calls to actively solicit reviews from your customers.

For example, Airbnb sometimes offers discounts on future bookings as an incentive for customers to leave a review.


3. Be transparent and open to feedback

Make sure your customers feel confident to share their opinions, whether they are positive or negative. To do this, don't hesitate to be transparent in your approach and encourage constructive feedback.

It is obvious that filtering or censoring reviews is counterproductive, as it can compromise the authenticity and credibility of your customer feedback.

The brand that uses all reviews, even the most negative ones, is Burger King, which regularly makes fun of them and displays them in its advertising campaigns, as we detailed in our previous article.


How to use your customer reviews?


1. Analyse and organize the reviews

Once you've collected the reviews, it's important to analyse and organize them to learn from them.

You can use analysis tools to identify trends, strengths, and weaknesses of your products or services.

It is Nike that uses analytics tools to examine customer reviews of its products in different regions and distribution channels.

This allows Nike to gain valuable insights from its reviews on market trends, strengths of its products and services, as well as weaknesses that need to be improved, enabling it to make effective strategic decisions.


2. Use reviews to improve your products or services

Customer reviews can give you valuable information to continually improve your products or services.

You can then identify areas for improvement based on customer feedback and implement corrective actions to address identified issues.

A good example is McDonald's, which has decided to phase out plastic straws in the UK in November 2019 in favour of paper straws. This decision was made following pressure from an online customer campaign that garnered over half a million signatures.

Campaign against plastic straws
Campaign against plastic straws


3. Highlight positive reviews

Use positive customer reviews to strengthen your online reputation. Share positive testimonials on your social networks, on your website, in your marketing materials, etc.

This will help build trust in your brand among potential customers.

Be careful not to diminish your brand's credibility and break the trust your customers might have placed in you by being tempted to hide negative reviews.

For example, Decathlon displays on average very good ratings on its website, since the brand withdraws an item from sale if it has an overall satisfaction rating of less than 3 out of 5.

The product is marketed again once it has been improved. The site therefore has an average rating on its products of 4.47/5.

Your opinion matters campaign at Decathlon
Your opinion matters campaign at Decathlon


Moreover, when customer feedbacks concern an item, it is the engineers and product managers who answer directly. According to the dedicated website, 90.51% of negative comments are handled by Decathlon teams.


4. Respond to negative reviews

It is important to respond in a professional and empathetic manner to negative reviews.

In fact, don't hesitate to thank customers for their feedback, express your regret for their dissatisfaction, and then propose solutions to resolve the problem.

This shows that you take customer reviews seriously and that your brand is committed to providing excellent customer service.

And it matters more than you think, because **96% of customers read professionals' responses to reviews**. Furthermore, 70% of them are willing to buy from professionals who respond to negative reviews.


Pimster's opinion


In conclusion, collecting and using customer feedback is a key process to improve customer satisfaction and the quality of your products or services.

By being transparent, actively listening to your customers and taking steps to improve accordingly, you can reinforce customer trust and build a strong relationship with them.