Consulting customer reviews is often the first action you take on the internet to choose a restaurant or book a hotel. Indeed, who wants to spend an evening in an establishment with bad marks and comments négatifs ? Customer reviews allow you to take care of your e-reputation, increase your sales, bring higher value-added content to your customers and better meet their needs... Strategies that we decipher for you in this article!
Strategy 1: Segment your client portfolio
Before asking your clients to leave opinions on your brand, product or service, you should first determine the purpose of this process. Would you like to win at notoriété ? Get ratings at positives ? If so, on which products/services? From which clients ?
Once you have defined your objectives, the challenge is to segment your customers to determine who is most likely to leave a comment.
A customer segmentation list can be formalized as follows:
- Customers who have just purchased a product/service ;
- Customers who have purchased your products or services multiple times and have already left comments clients ;
- Customers who have already purchased products/services and have never left comments clients ;
- Customers who have a positive experience with your product and are likely to leave a review positif ;
- Customers whose purchase amounts on your website are higher than the shopping cart moyen ;
This strategy allows you to maximize your chances of getting customer reviews (in fact, the chances that a customer who has bought products for €2000 several times leaves you a review are higher than a customer who has bought a product for €15 once) and to create an adapted communication.
Strategy 2: Send emails to ask your customers to leave a notice
One of the most effective ways to get customer feedback is to simply ask your customers. If at first glance it seems obvious, this step is not so easy to put on œuvre !
Indeed, first of all, ask yourself how you are going to ask your customers to leave you a comment. Are you going to send a dedicated e-mailing, include a CTA (Call-To-Action) in your monthly newsletter or invite them to rate you on the sociaux networks?
There is no right or wrong strategy in this matter, because it all depends on your web marketing strategy and your goals (and yes, we put a lot of emphasis on this aspect😊).
In this article, we will imagine that you decide to send a dedicated e-mailing to your customers to invite them to leave you a customer comment. At first, it is important (not to say indispensable) to personalize your message in :
- Including the first and/or last name of your client ;
- Recalling the product and/or service purchased and the date from achat ;
- Incorporating a clear and explicit CTA for example " donner your avis " which redirects the customer to the page where to leave a comment or to a questionnaire at satisfaction ;
On the other hand, we recommend that you focus on the text and keep it short (this is certainly not the time to drown your customers in a ton of information). Moreover, images are less important in this type of e-mailing.
Depending on your editorial line, do not hesitate to vary the tone of your communications. Indeed, some brands deliberately use a more humorous tone or are closer to their customers or integrate smileys.
It's up to you to test this with your customers. A good way would be to use A/B Testing to test several versions of texts in order to keep the one that gives you the most customer feedback.
Once your e-mails are written and sent to your customers, don't forget to analyze the performance of your campaigns by taking into account certain performance indicators such as the e-mail opening rate, the click rate and of course to determine the number of customer comments generated.
These elements will allow you to adjust your strategy as you go along. Of course, this implies using e-mailing software to measure the performance of your campaigns.
Avoid over-referring to your customers: a personal anecdote
Last but not least: the number of reminders sent to your customers. Sending 4 or 5 times an e-mail " invitant " your customer to leave a customer comment will have little impact and will even tend to do so fuir ! We advise you to send a reminder to your customers as many times as possible, even if you have fewer comments clients !
Let me tell you a little personal anecdote: after buying a pair of sports trousers from an English brand (which I am very satisfied with), I received an e-mail two days later inviting me to leave a comment.
At the end of the second reminder, I tried to answer the satisfaction questionnaire (supposed to last less than 5 minutes, but 10 minutes later, I was still doing it).
I finally decided to give up the questionnaire and 2 days later I received another e-mail, then a 3e and a 4e until I decided to totally unsubscribe from their diffusion lists! So don't do like this brand and think about the fact that your customers receive dozens of emails every day.
Strategy 3: Simplify the notification system
Today, most e-commerce sites have implemented an automated system allowing users to leave customer comments. The star rating system is the easiest to use by Internet users who can rate your product or service in a few seconds.
Depending on your budget, you can use solutions that enable you to manage, analyze, and verify customer notifications.
However, this can be expensive. In addition, you can add widgets directly on your website to encourage customers to leave a customer comment (for example: Guest Suite).
However, there are free solutions:
- On your website by creating a page with all the testimonials and opinions clients ;
- On Google My Business: the creation is free and the Google My Business records are well referenced on internet ;
- On social networks: by enabling customer reviews on Facebook and comments on Instagram.
- Online directories: by investing in generalist directories (e.g. Yellow Pages) or according to your sector of activity (Trip Advisor or Yelp)
Strategy 4: Find the right timing
When should you send your e-mails to encourage your customers to leave an commentaire ? It is clear that this communication should always take place after the act of purchase. The advantages of hot return are numerous: the customer still remembers his experience and will be better able to respond to your e-mail. This will therefore allow you to maximise your responses.
The " bon timing " will also depend on what you are going to ask your customers to evaluate: is it a product or a service.
Can it be consumed immediately after purchase or does it require several mois ? Concretely, a customer who buys Nespresso pods will use the product very quickly, which is not the case if he buys the complete Harry Potter series.
You must therefore adapt your communication according to these elements and know exactly how much time the customer needs to experience a product and thus be able to rate it.
Finally, if you have set up precise statistics of your e-mailing campaigns, you will be better able to know the behaviour of your customers and when they are likely to respond. This element can even vary according to the typology of your clientele.
Therefore, the best time to communicate is when you can get the most customer feedback.
Strategy 5: Offer rewards for customer feedback
Is it necessary to offer gifts in exchange for comments clients ? This is a thorny question that not all web marketers necessarily agree on. Indeed, should you offer a reward to your customers in exchange for commentaire ? Some, rightly or wrongly, might well consider this to be a dishonest or even unscrupulous practice. So, how do you position yourself in this débat ?
Within our agency, opinions differ. For Olivier Giry, consulting director at Staenk " Lhe reward is useful for companies that are just starting up and do not yet have other ways of collecting customer feedback. The act of leaving an opinion is not natural, so offering a gift is a way to motivate them to take action. It is different when a company is known in a market and already has a customer portfolio. The need for a reward may hide deeper issues such as a company's failure to meet its needs or its failure to implement a loyalty program. There's no point in offering a gift to your customer if they are unhappy if you haven't been able to solve their problems with the delivery of their goods, for example.»
So the issue is not so much about rewarding your loyal customers, but about rewarding your expected counterparts. Indeed, we can only encourage you to reward your customers (without waiting for them to leave you customer feedback) and to implement a real customer loyalty strategy.
As such, we would like to cite the example of one of our clients, a leading ERP provider in the vocational training sector. This software publisher did not hesitate to send cookies to its most loyal customers (annual subscription and more than 6 months of software subscriptions).
Let's also add that rewards are not necessarily material and let's quote as an example the brand that decided to thank its customers who gave it 5 stars by publishing on social networks.
Finally, be careful where you ask them to leave a notice. Indeed, some websites such as Trip Adivsor prohibit customer rewards in exchange for comments and do not hesitate to sanction or ban any establishment that uses such practices.
Our latest recommendations
We will not stop repeating to what extent customer opinions are indispensable and essential both for your notoriety and for the sustainability of your business. Among our final recommendations, we can only advise you to avoid writing your customer reviews yourself.
This can be tempting and easy to implement, especially when you've just launched your brand, but it could damage your notoriety and especially your credibility. It is indeed better to invest in an e-mailing solution and ask your " vrais " customers to evaluate you.
Play the game and respond to all comments, whether negative or positive, it will show that you are responsive and that you are attentive and concerned about improving your products or services. Finally, test and refine your strategy based on the results obtenus !
Encouraging your customers to leave comments is not an exact science, so don't get stuck in old, inefficient practices.
What techniques do you use to gather customer feedback?