Customer reviews: our ultimate guide to better managing them

1. Customer reviews: how important are they?
2. So how to collect more reviews?
3. Certainly, but then how to respond to reviews: the key points
4. How to optimize customer reviews?
5. Turn negative reviews into opportunities

1- Customer reviews: how important are they?

First and foremost, an influence on consumer behavior

It's no surprise: we rely heavily on online reviews before making a purchasing decision. A positive review can convince a potential customer to visit your store, while a negative review can deter them.

Nearly 87% of consumers read online reviews before visiting a store.(Brightlocal 2022).

An impact on local SEO

Customer reviews don't just convince consumers; they also improve your online visibility. Search engines (Google, but not just!) take into account the number and quality of reviews when determining the ranking of local results. In other words: the more positive reviews you have, the more likely your point of sale is to appear at the top of search results, attracting more traffic.

2. So how to collect more reviews?

Collecting customer reviews effectively is crucial to improving your online reputation and attracting more traffic to your point of sale. An overview of possible strategies.

Encourage customers to leave reviews

To get reviews, actively encourage your customers to share their experiences. Here are some effective methods:

• Direct request: Ask your customers directly after their purchase or visit. A simple verbal reminder is often enough.
• Follow-up emails: Send thank you emails after purchase, including an invitation to leave a review. Make sure the link to leave a review is easily accessible.
• Visual encouragement: Use posters or business cards in your store to remind customers to leave a review. Clear and visible signage often makes the difference.
  
  

Best practices for collecting positive reviews

To maximize the number of positive reviews, create an exceptional customer experience and make the review process easy:

• Simplify the process: Make it as easy as possible to leave a review. Provide direct links or QR codes to leave a review in a few clicks. In this regard, tools like QR Code Generator QRCode Monkey or even Canva allow you to create and easily integrate these QR codes at points of sale.
• Rewards and incentives: Offer light incentives, such as a discount on a future purchase, to encourage reviews.

Depuis peu, sachez que les avis de sources tierces sont affichés, en scrollant, sur votre fiche Google fiche d’établissement (Google Business Profile, anciennement Google Business Profile). Multiplier ses efforts sur d’autres plateformes (Trustpilot, Tripadvisor, Yelp,…) peut ainsi être pertinent !

3- True, but then how to respond to reviews: the nerve of war

Behind this title lies a reality: responding to reviews shows that you value your customers' feedback and are committed to improving their experience. This strengthens the trust and loyalty of existing customers while attracting new ones.

The different types of reviews: positive, neutral and negative

• Positive reviews: Generally, these reviews have a rating of 4 to 5 stars. They reflect a very satisfactory customer experience.
• Neutral Reviews: Neutral reviews typically have a rating of 3 stars. They indicate that the experience was average and that some aspects can be improved.
• Negative reviews: These reviews have a rating of 1 to 2 stars and reveal an unsatisfactory customer experience, requiring immediate improvements.

Respond to positive reviews

Positive reviews are an excellent opportunity to strengthen your relationship with your customers. Here's how to respond to them appropriately:

• Respond quickly: Show your gratitude by thanking the customer for their review. A simple "Thank you very much for your positive feedback!" can make a big difference.
• Personalize your response: Mention specific details from the review to show that you've taken the time to read it. For example, if a customer mentions a particular employee, acknowledge that employee in your response.
• Encourage a return:

Respond to neutral reviews

Neutral reviews offer a unique opportunity for improvement. Here's how to manage them:

• Thank the customer for their feedback:
• Ask for details: Encourage the customer to share more details on what could be improved. For example, "Thank you for your feedback. Could we know more about what could have made your experience better?".
• Propose improvements:

Respond to negative reviews

On the other hand, negative reviews offer a unique opportunity to improve your services and show your commitment to customer satisfaction. Here's how to manage them:

• Respond quickly: A quick response shows that you take customer concerns seriously. The faster you respond, the more likely you are to resolve the issue and show other customers that you are responsive.
• Remain calm and professional: Even if the review is scathing, keep a calm and professional tone. Show empathy and understand the customer's issue.
• Propose a solution:
• Invite to continue the conversation in private: For complex or sensitive issues, suggest continuing the discussion in private. For example, "To resolve this issue in more detail, could you contact us directly at [your email]?"

Our response templates

Response to a positive review:

"Thank you very much for your positive feedback! We're glad to hear that you enjoyed your visit, especially Julie's welcome. We hope to see you again soon in our store."

Response to a negative review:

"Hello [Customer Name], thank you for your feedback. We're sorry to hear that your experience wasn't satisfactory. We take your comments very seriously and will investigate this issue. Could you contact us directly at [your email] to discuss this situation and find a solution together? Thank you for your understanding."

To go further in your response

• Use an empathetic tone: Show that you understand the customer's frustrations and are sorry for their experience.
• Be specific: Mention specific details to show that you have read the review carefully.
• Maintain transparency: Clearly explain the measures you are taking to resolve the issue or improve your services.

4- How to optimize customer reviews?

Customer reviews directly influence local SEO, and therefore your traffic. All search engines use these reviews as a quality signal for local search rankings. Here's how to maximize this advantage:

Bonus: integrate your reviews on your website via store locator pages

Displaying customer reviews directly on the individual pages of your sales points on your website (in widgets, plugins, or directly on a dedicated “testimonials” page) has several advantages:

• Enhancing credibility: Authentic reviews strengthen visitor trust.
• Fresh and relevant content: Regular reviews bring new content, appreciated by search engines.

5- Turn negative reviews into opportunities

Finally, let's end on a hopeful note! While negative reviews can be discouraging, they actually offer a valuable opportunity for improvement and demonstrate your commitment to customer satisfaction. Here's how to turn them into assets for your business.

Analyze criticism for internal improvements

Negative reviews provide direct information on what's not working in your business. Use these criticisms to identify weaknesses and make necessary improvements.

• Group similar reviews: Look for trends in negative reviews to identify recurring issues.
• Prioritize actions:Rank issues by priority and address them quickly to show your responsiveness.

Aside: how to remove a negative review on Google?

It's not always possible to remove a negative review, but in some cases, it may be justified, especially if it's a fraudulent or inappropriate review. Here are the steps to follow:

• Signalez l'avis à Google : Connectez-vous à votre compte Google Business Profile, trouvez l'avis concerné, cliquez sur les trois points verticaux à côté de l'avis et sélectionnez "Signaler comme inapproprié". Suivez les instructions pour soumettre votre demande.
• Contact the customer directly: If the review is authentic but unfounded, try to resolve the issue directly with the customer and ask them to revise or remove their review after resolution.
  

By adopting a well-thought-out strategy for managing customer reviews, you can turn customer feedback into a powerful tool for growth and loyalty. Customer reviews are not just a performance indicator, but an essential lever for strengthening your online presence, improving your services, and building a trusting relationship with your customers.

I want to improve my review management