Assignment notes

Online consultation of opinions is now an

integral part of the consumer’s shopping
experience. These reviews are a reflection of the
“customer experience”, they are seen by consumers as
reliable testimonials from their peers. Appreciated by
customers who feel they retain their decision-making
power and the ability to form an opinion detached from the
promises of a company’s marketing, they strongly
influence the perception of a brand or brand name.
Four statistics alone sum up this
phenomenon:
 88% of consumers consult opinions before making a
purchase.
 84% of consumers rely primarily on online ratings and
comments
 They spend 31% more if the company’s rating is
“excellent”…
 68% of consumers are more confident when they see
positive AND negative opinions
 
HOW TO GET REVIEWS?

Customer reviews are everywhere: in Google

results, on social networks, specialized sites, directories,
forums… Depending on your business, you will have to
make choices among these different media and focus your
review strategy on those that best fit your target.
Implementing an active opinion gathering
strategy is a structured process that not only
encourages your customers to leave opinions, but also
needs to monitor those opinions to allow you to address
negative opinions and to show your customers that you
care about their satisfaction.
Credible and transparent means of notification are critical
to the effectiveness of the reviews you receive. There are
several ways to do this:
SENDING EMAILS
The easiest way to collect reviews is to
contact your customers by e-mail. For example,
you can write to them to inquire whether their last order
was what they expected or whether they are completely
satisfied with your product or service.
To answer this question, they will just have to click on the
link leading to your Google My Business, Facebook or
Tripadvisor page that you will have indicated in your email.
 
SATISFACTION SURVEYS
This method is more advanced and more sophisticated
than sending e-mails. However, it remains technically
quite close since the link to the online survey form is also
sent by e-mail.
Surveys allow customers to have their say. You ask them
for advice or opinions and thus show them consideration
and respect.
 
HOW DO YOU DISPLAY YOUR CUSTOMER
OPINIONS ONCE THEY HAVE BEEN
COLLECTED?
The priority is to make the reviews visible in Google My
Business. To be well rated and well referenced on the
reference search engine is an evidence that does without
any form of explanation.
You can also – depending on your business sector or the
size of your social network subscriber community –
integrate social media such as tripadvisor or facebook into
your opinion gathering strategy.
Finally, don’t forget that your website, which is also your
showcase, is perfectly legitimate to display your
customers’ opinions. There are extensions such as the
Google badge, which can be easily integrated into a site
and allow, for example, to display comments posted in
Google My Business on your site.
 

HOW TO MANAGE REVIEWS?

1 – Monitor the posted reviews and be reactive

when they ask for an answer from you.
2 – Thank customers for taking the time to send you a
comment (but don’t be overly sycophantic either).
3 – Don’t shy away from criticism.
A dissatisfied customer needs to be heard. Take the time
to understand them, ask them questions if necessary, be
empathetic (if they are acting in good faith), try to solve the
problem and, if possible, try to change their mind about
the grade they gave you or the content of their comment.
In this way, you will provide a professional response to
your client and show your commitment to everyone else.
4 – Keep cool. Unless you have nerves of steel, never
respond hot to an unpleasant comment or one that is
obviously made in bad faith, you risk getting carried away.
 

CONCLUSION
The purpose of collecting opinions is not to get 100%
laudatory opinions, it would simply be impossible on a
large number of opinions, and especially your customers
could interpret it as a lack of transparency, or even
cheating.
Remember this statistic we published at the beginning of
this article: 68% of consumers are more
confident when they see positive AND
negative reviews. Your customers know very well that
nobody is infallible, what they will judge is the authenticity
of the relationship you have with them, your commitment
to take their opinions into account and the efforts you
make to provide them with the best service.