As a business person, you undoubtedly know the importance of Google reviews for your business whether you’re in retail or a professional service provider. Your potentials customers believe they have the right to learn about you without ever speaking with you.
There are several moving parts to Google Reviews so on what should you focus? Everybody wants the ONE secret to online reviews so here it is…THERE ISN’T ONE SECRET. (Sorry to disappoint) However, here are some things to pay particular attention.
Volume vs. Velocity
You’ve likely seen companies with a sparse few reviews with excellent average rating while others have large numbers of reviews with a slightly lower rating. Which is better?
Most studies show that people place little value on reviews older than 30 days. Much can change in a month, so a regular flow of reviews is important. Just as important however is volume. The more people that are talking about you the more Google Local search likes you. You also appear to be better vetted so whatever the rating, it is more easily trusted.
Request reviews vs. Organic reviews
The challenge here is simple. Left to their own devices, people tend to write reviews when they are upset so as to warn other potential customers. On the other hand, you hear from platforms like Yelp to not proactively request reviews so they are more honest.
A blend, as in many things, is likely the best answer. Here’s my formula:
- Give amazing service – Overwhelm your clients with excellent service and let the chips fall where they may. If you’ve done an amazing job of providing top products and/or services, trust the outcome.
- Solicit feedback – Don’t simply ask for a review per se; ask for feedback that can turn into a review. Using a service like Ascend adds a filter that gives you actionable feedback. Eric Lies with Noah’s Ark Animal Hospital (click the link to see how they embedded reviews on their homepage) told me that he finds negative feedback more helpful internally than positive. He can find trends that need attention and improve the customer experience.
- Don’t change channels – If you get negative feedback in a public forum, solve it on that forum. According to Jay Baer, author of Hug your Haters, you should craft a “hatrix” to guide your responses. “You need to create a resource that will help your customer service team deal with problems on each platform. That’s where the hatrix comes in. This document is meant to explain the best way to deal with complaints based on where and how they were delivered.” It will seem scary the first time you do it, but done well will win new customers.
All vs. Some
This is asked all the time, “who should I ask for a review?” Answer: EVERYONE! Quit cherry-picking from whom you get feedback. You need to hear the good, the bad, and the ugly. Not every bit of feedback is weighted the same, but it should all go into your improvement process.
Now that customer support has become a spectator sport, you have to take the time to bake into your process the right response.
Blessings!
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