Matt Falkner | February 9, 2022
How often have you found yourself falling down the rabbit hole of product reviews when trying to decide whether to buy a particular product or service? You’re definitely not alone! According to Pew Research, a whopping 93% of Americans read customer reviews and ratings at least some of the time, before making a purchasing decision. Reviews boost consumer confidence, provide businesses a level of accountability, and offer customers reassurance that a product or service is safe.
Needless to say, if collecting and managing customer reviews aren’t part of your marketing strategy—they should be! Here are a few tips to get you started:
When it comes to customer reviews, you can’t sit back and passively hope they roll in on their own. Don’t be afraid to personally ask loyal customers to share their experience with your company in a review. Beyond a personal request, however, there are many easy ways to automate review requests:
Take time to consider the optimal points in your customer journey to send review requests. Can you identify moments that most clearly highlight the value your business provides? Here are some illustrative examples:, you might ask customers for reviews immediately after they have experienced a big win with your product or service, when they’ve expressed unprompted thanks or praise to your business in person or online, when they’ve returned as repeat customers, or when they refer new business your way.
Providing a review takes time and effort. Offering a reward—customer loyalty points, an entrance to a giveaway or raffle, or a monetary credit or discount—is a way to recognize that effort. But keep in mind that in order to maintain the integrity of your brand and the validity of your reviews, your request must clearly communicate that you want honest reviews. All reviewers should receive the same reward, even if they aren’t doling out the glowing praise you desire. (And hey, those not-so-stellar reviews are an opportunity for you to reach out and demonstrate how you handle problems and concerns.)
Don’t let writer’s block prevent customers from leaving a review. That blank text field box can feel daunting at times! Consider offering a few short survey questions, alongside an optional open-field text box instead. These survey questions can be as simple as: How would you rate your experience? Would you purchase this product again? Would you recommend this product to a friend?
Or you might provide product-specific questions that rate a product based on qualities or features you know are important to shoppers. If you’re a company that sells bedding, for example, you might ask customers to rate your sheet sets according to how soft they are or how hot or cold they sleep.
Displayed in aggregate, these survey data points tell a different story than individual long-form reviews and give potential customers a sense of overall customer satisfaction with your product or service.
Don’t be afraid to mix up your approach and incorporate different tactics into your overall customer review strategy. Collecting and displaying customer reviews directly on your website is great. But don’t forget customer review sites relevant for your product or industry—like Angie’s List, Trust Pilot, Yelp, or G2. Your Facebook Business page or Google My Business profile are also places you can encourage customers to visit and leave reviews.
There are a number of ways you can leverage the power of Salesforce to make your customer review strategy more effective. ListEngage is here to assist in putting that strategy into action—whether you want to automate review-request emails or texts to send at key points of the customer journey or setting up social media monitoring to identify brand fans and advocates. Contact us today for a free consultation.Back to Blog
Matt Falkner is an Account Executive at ListEngage with over 15 years of experience helping create value for businesses. In his roles at Salesforce and in the partner ecosystem, he has learned the power of the Salesforce platform and the impact it can have for its users. He is passionate about working with clients to leverage technology that creates more engaging and connected experiences for their audiences.