5 Top-Marken, die Benutzergenerierte Inhalte auf Instagram betreiben

von Rachel Novosad |

5 Top-Marken, die Benutzergenerierte Inhalte auf Instagram betreiben

gopro user generated content

What is User generated content? In today’s competitive world, if brands don’t cater to customer preferences, they’ll just scoff at the disconnect and move to other brands to fulfill their needs. In order to continually stay updated with ever-changing marketing trends, brands are finding different ways to spin their social content into pure gold and … Weiterlesen

Let’s Talk: Leveraging User Generated Content

User generated content

  We’re really excited to bring back our “Let’s Talk” segment, where experts in marketing and loyalty come to discuss industry trends. This week, our Chief Strategist Al Lalani discusses best practices in user generated content. What are some practical strategies for optimizing your UGC? What do trends in peer recognition tell us? With 47% … Weiterlesen

20 User Generated Content Marketing Statistics That Demonstrate Its Undeniable Power

User Generated Content Marketing

In today’s digital age, your customers can become your best advocates through user-generated content marketing. The right user-generated content platform can help you utilize photos, videos, and other media from your customers to help your business thrive. Most consumers are happy to share a photo, give feedback or answer a few questions when provided with … Weiterlesen

Is Your Customer Review Platform Driving Conversions with These Features?

Customer reviews platform

A strong ratings and reviews platform can be an immeasurable asset. While many U.S. consumers have lost faith in traditional advertising, the importance of reviews has escalated, with Americans trusting peers almost as much as personal friends. Studies are showing that over 90% of Americans read customer reviews before making a purchase and 84% trust … Weiterlesen

How to Feature Community Generated Content in Your Emails

Community Generated Content

Modern technology coupled with the increasing influence of digital shoppers on the global marketplace has forced companies to get increasingly creative when it comes to advertising to their users. One such marketing innovation includes the commercial use of community generated content across a variety of marketing platforms, including emails. Community generated content, often referred to … Weiterlesen

The Hows and Whys of User Generated Content for Retail

UGC for retail

User Generated Content (UGC) is one of the most highly successful marketing trends that has been adopted by brands in order to win customer attention. UGC answers the demand for fresh, honest content, while also helping retailers engage consumers on a more consistent basis. The concept of UGC for retailers is no different than it … Weiterlesen

Ratings and Reviews Platforms for Large Brands and Retailers

Ratings and reviews platforms for large brands and retailers

Ratings and reviews are the lifeblood of your business. As you know, your customers’ feedback will determine whether you thrive in our connected and global economy or not. It has become routine for established brands to face new competition. Before globalization became the norm, your business could survive because of your authority and longevity.Now reviews … Weiterlesen

5 Ways to Showcase Customer Reviews in Your Marketing

Customer reviews in marketing

Customer reviews can make a significant impact on your business, with an impressive 63% of customers stating that they’re more likely to buy from a site that features reviews than one that doesn’t. Displaying ratings & reviews on your website and in promotional materials will also make your marketing more informative and credible.  You can … Weiterlesen

How to Amplify Your Product Review Platform with Email Marketing

Ratings & reviews platform, email marketing

Online product reviews have become an essential part of doing business for retailers and e-commerce companies.  Simply having a product review platform connected to your site is better than not having one, but that’s just the beginning.  Product reviews are only beneficial to customers and to the company itself if people fill them out honestly … Weiterlesen

5 Ways Customer Ratings & Reviews Can Drive Conversions

5 Ways Customer Ratings & Reviews Can Drive Conversions

Every ecommerce customer knows that product reviews are a critical part of the online shopping experience. Online buyers are a picky bunch: they not only demand the lowest prices and fastest shipping times, they like to immerse themselves in online product reviews and ratings before making a final decision. Can product reviews increase ecommerce conversions? … Weiterlesen

Cutting Edge Ways of Using UGC In Emails

UGC in emails

With the constant waxing and waning of market and technology trends, the biggest challenge in front of marketers is to sketch out a marketing plan which will keep them afloat both fiscally and strategically. Considering that people upload around 1.8 billion images every day on social media and 80% of web content is Benutzergenerierte Inhalte (UGC), marketers have zeroed in on it mainly due to its easy availability and social acceptance. Plus, its authentic and often in-situ nature makes it a unique insight tool relieved of biases and artificiality. As 92% of customers worldwide trust earned media over any form of advertising, it tells something about its unequaled persuasive ability. And the need, thus, is the proper and maximum utilization of such quality content. It’s realizable by putting UGC in emails.

All of a company’s marketing channels–from their social media presence to their blog and beyond–have their own significance, and intermixing them with UGC is a wise decision in any spread of analytical thinking. But a company is not putting its best foot forward with UGC if it’s not using UGC in emails. This is simply because email is, generally, the best performing marketing channel for ROI. According to dotmailer, emails drive £30.01 in returns for every £1 spent, making them the ideal tool for executing prominent areas of your marketing strategy. Their unobtrusive nature means that customers can view emails as per their convenience; something that telecallers or SMS alerts don’t allow. That’s what makes 77% of consumers prefer email for marketing communications.

Moreover, email’s status as a push channel creates the possibility to deliver personalized review content that’s relevant to each recipient, streamlining the Kundenerlebnis by throwing away the “shop around” process. For all the brands who are vying for message relevancy and increased engagement from consumers, email usage can be a silver bullet.

Finally, email usage can rope in greater operational efficiency- even when you are using UGC in emails- due to email marketing automation reporting. With that at your disposal, you can have a detailed breakdown of your campaign’s performance, helping you to constantly refine your UGC strategy. It’s then not a lot of brain-work to understand why 20% of marketers say that their business’ primary revenue source is directly linked to email operations. It’s then as clear as day that email is more than just informing your subscribers about product releases or sending the occasional thank you note.

Different Ways of Using UGC in Emails

The aim should be to incorporate all the possible forms of UGC to create a compelling piece of email marketing. And ultimately, it should become a bridge of commerce between UGC and your consumers.

A) Product Reviews:

Product reviews are the trusted reinforcers of your product’s saleability. Through skillful targeting, the relevancy of these reviews can be further sharpened if paired with a strategic email campaign. Note that customer reviews boost click-through by 25% in e-commerce product emails. Naturopathica, the spa focused on holistic health, has been doing a commendable job by bringing feedback into product emails.

ugc in emails 1

The noticeable thing about this email is the large product image, which is surrounded by three reviews. The email also has an incentive, as the bottom of the email gives a coupon code for 10 or 15 % off, depending on what size the customer purchases. The placement of the copy ensures that people won’t overlook what people have said in reviews.

B) User Generated Images:

User-generated images collected through Visueller Handel leave no place for guessing the functionalities, style, and comfort of the product. These illustrations make it quite easy for customers to visualize the actual worth of a product. And that stems from the authenticity. Maybe, that’s the reason why brands see a 25% increase in conversions when user-generated photos are used instead of professionally made product shots by brands. Images shared by users, thus, should have a place in your plan of using UGC in emails. Below is an example email from Buy Buy Baby.

buy buy baby vc solicitation email

This email is interesting because its main purpose is really just engagement. While sending happy thoughts to its customers, the email encourages them to contribute images too.

Such campaigns can easily earn extra credibility if you publish the first name of the individual beside the UGC. Or by linking that person’s social media account to his or her submitted photo. It validates the presence of that person. It does a lot in reassuring the email subscriber that you are highlighting real people in your emails.

Attentive minds would have guessed by now that the very meaning of branding has changed. It’s no longer what you as a marketer say about your brand. It’s all about what actual buyers of the brand say. UGC allows the proper amplification of those buyers’ sayings by sprinkling them sufficiently across purchase journeys. Inserting such valuable pieces of UGC in emails- something which platforms like dotmailer allow- gives the needed accuracy and relevancy in their right propagation. People generally check their emails at least once in a whole day. That’s what is at the core of the study, which says that using UGC in emails sees a 43% increase in click-through rates and a 2-3X conversion rate

Don’t miss out on dotmailer’s primer on UGC and emails!

Exploring the Relationship Between Customer Feedback and Conversion

Customer Feedback And Conversion

69% of online visitors are leaving your purchase funnel without completing their orders. There are substantial studies that show that businesses can see a steep surge in revenue and sales numbers if they can mitigate this looming threat of cart abandonment even by 5%. The need to understand customers’ minds, thus, prominently arises here. Various tools and techniques have been tried and tested to have a look at the every stage of customers’ buying journeys. But with analytics, you can see where your customers are dropping off – but you can’t see the why. A carefully undertaken analysis and use of customer feedback can expand our comprehension of that elusive factor- why. Mitigating cart abandonment is impossible without the fusion of this “why” and where. That’s precisely why customer feedback and conversion are directly proportional.

Though product reviews are a crucial form of feedback, you should take into consideration aspects like website experience, customers’ expectations, and what they are saying about you through comments on consumer portals and social media. The reason for this is 75% say that their choice of the retailer was influenced by what they read on social media sites. Again, it’s a strong case that solidifies the link between customer feedback and conversion. The following list talks about how to use feedback to go pass the finishing line of conversion.

Understand Why Certain Actions Aren’t Performed on Your Website

For online buyers, your website is their information hub. They read about products there, see photos, and decide whether to buy it or not. In that sense, a website is the ultimate and direct sales channel for e-tailers. Thus having pages with a lower exit rate–the percent of sessions that ended on a certain page–and bounce rate–the percent of sessions in which only one page was viewed–holds paramount importance.

bounce rate

Analytics will give you insights like pages that are receiving paid leads/traffic and pages that are getting the highest traffic. But genuine feedback from customers will let you know about the obstacles that are repelling them from converting. Their trepidation may come from a bad product description, off-putting design, or serpentine navigation. The reason can be anything., but you need to know it. As soon as you see a customer’s mouse moving towards the “X” box in their browser, you can intervene by running a quick feedback by asking right questions at the right time. If you ask questions that are relevant to your site’s UX, you can figure out specifically why customers are leaving, and give you the opportunity to offer them last minute help before they go.

An example exit survey.
An example exit survey.

As the above figure shows, if a number of visitors had trouble finding your size chart, you could link to it in a bigger font, closer to the center of the page. By actually pointing out the pain points, such feedback is giving you a chance to keep customers on your website. Given that the longer they stay on your site, the higher their chances of conversion are, the relationship here between customer feedback and conversion is clear.

Optimize Merchandising and Personalization

Clearly, shoppers tend to buy products that they believe are relevant to them and their lives. This means that it’s crucial to tap into customers’ consciousness about what products or services they’re most interested in, what improvements they would like to see in current products, what according to them constitutes the framework of great customer service, and what are the main irritating parts that they want you to get rid of from the product or experience.

In this sense, feedback clearly acts as a merchandising solution. It empowers you to make necessary amendments in your products and customer service, which will be in a close accordance with your customers’ wishes.

In terms of personalization, one of the salient features of feedback is that it gives you granular information about each and every individual who has participated in your feedback process. Consequentially, it opens up greater opportunities for very personalized marketing. As you have complete profiling with whereabouts and preferences of individual customers, you can zero in on a single customer who engages in a specific action. Then creating automation rules and segments based on behaviors–whether it’s a stated preference for a certain product category, a desire for better mobile experiences, more product information, or anything else–is easy.

You can further personalize and refine merchandising with other advocate marketing data, as well as with loyalty segmentation.

Establish Trust through Authenticity

It’s well-documented that transparent customer feedback generates trust. 70% of consumers trust reviews written by other customers above professionally written marketing content. When you have feedback in the form of reviews, questions and answers, or visual commerce on your site, you consequently instill a sense of trust in your shoppers. When they view your brand and products as authentic, the chances of conversion go way up.

82% of shoppers say that user-generated content is extremely important when deciding on purchases. In fact, when consumers see UGC while shopping,  conversion rate goes up by 4.6%. When they interact with user-generated content, conversion rate spikes up by 9.6%

The bonus of this benefit is that you don’t have to take any additional steps, like changing your merchandising or UX. Instead, the fact that you have reviews and other UGC on your site does the work for you.

For more information on the relationship between customer feedback and conversion when it comes to product reviews, don’t miss our white paper, Your Top Ratings & Reviews FAQs!

It then becomes vital to use such a prestigious and trustworthy feedback on all available avenues. They can be included in product pages, white papers, case studies, email marketing, and in every conceivable means of marketing communication. And looking at the stupendous power of social media, it should top the list of avenues where reviews can be fittingly inserted. Life Beam has pulled it off nicely. It posts customer reviews on its Facebook page to catch the eye of potential customers.


All the aforementioned points boil down to the same adage: Know Your Customers. This is because you must experience the customer’s journey from his perspective to uncover the root cause of suboptimal conversion rates. Then and only then you will be able to create a purchase path that reflects customer preferences and removes friction across the funnel. This is the biggest prerequisite for any form of conversion…and all this can begin with comprehensive feedback!

Using User Generated Content on Social Media: Why And How

User Generated Content On Social Media

User generated content (UGC)–including reviews, questions and answers, and visual commerce–is the most trusted form of content, but it’s not worthwhile if it’s not shared and seen.

What is User-Generated Content?

User-generated content (UGC) refers to any form of content created, published, or submitted on the Web by users of a brand. It is the act of users promoting a brand rather than the brand doing it. Although UGC is not created by a brand itself, brands do leverage user-generated content for additional reach and online visibility.

The user-generated content could be reviews, social media update, blog comments, video and a podcast.

Nothing is as powerful as soziale medien: in hitting the highest possible spot of reach and online visibility. Besides, at least once a month, 83% of survey respondents hear about a brand or product on social media before they hear about it from any other source. This outlines the strong link between social media and product discovery/awareness. Consequently, one major reason to use Benutzergenerierte Inhalte on social media is to multiply its reach. But there are two more arguments for pairing the two.

User Generated Content on Social Media is a Cost-Saver

One of the strongest motives to use user generated content on social media is that both UGC and social media are inexpensive ways to reach out to more consumers. It’s easy to pare down your content production budget by putting UGC, like customer photos and videos, into your mix. Besides, shoppers are accustomed to seeing their friends’ visual content, product reviews, and recommendations on social media. When you share it, you appear more natural and authentic.

Additionally, integrating UGC content from your reviews oder Q&A platform on your company’s social networks can be a departure from costly ways of connecting to consumers and maintaining expensive customer service resources. Let your wider audience–not just those on your site–know about common questions and answers and what your fans have to say! When you provide opinions and answers early on in the buying journey, you can easily reduce shipping and returns costs.

UGC Cultivates Positive Mindsets

Nearly 31% of online shoppers say they are using social media channels to buy products. Even those who aren’t buying through social media are at least hearing about products through it. Clearly, it’s a real opportunity for retailers to shorten the path to purchase for customers. But if a sale has to happen, the user needs to have a positive and favorable mindset towards the product. An average customer reads 10 or more reviews before buying something and a brand needs 12 positive reviews to offset the impact of one negative review.

Social media can help in fastening that process, as people are sharing their brand experiences on social media. 26% like to voice their opinions, and one in four passes on personal recommendations of things they like on social media, which is great news for brands. Also, 49% share information on products hoping to change opinions or encourage action. And people do value what people say about brands on social media. Adding reviews to Facebook boosts customer’s time on your site by 9.9% and adding reviews to Twitter boosts time on site by 35%. The point to note here is that by having users praising products on social channels through UGC, a brand can eliminate the need to run a separate ORM campaign and save money.

Why User-generated Content is imperative for Businesses?

In the current marketing buzzword, user-generated content has surpassed the other marketing trends. Truth to be told, this trend matches with the fast-paced digital world and unlocks maximum benefits for marketers.

UGC is the most authentic, reliable, and creative content online according to users. It acts as an excellent social proof because it is not the brand doing the promotion but the customers themselves after using the product. The reviews from customers increase the credibility of your brand and consumers start believing what you claim.

Let’s discuss its benefits:

User-generated Content Boosts Trust

More than 90% of buyers trust brands that create UGC more than traditional advertising. This is because UGC is unbiased and created by users who share their real-life experiences.


Consumers trust 2.4 times more user-generated content than other forms of advertisement created by brands. Consumer-generated content is highly effective as it engages your customers. It not only increases the company’s value in the market but also captures new eyeballs.

Less Investment, High ROI

All big companies are aware of the power of UGC. When customers post their pictures or videos using the products on social media, it garners huge publicity. This makes UGC more cost-effective than other TV commercials and Billboards. In a nutshell, users promote the products without marketers having to empty their pockets.

Encourages Users to Make a Purchase

The most taxing task for any business is making people buy their products. UGC influences the decision-making of customers and increases the conversion rate by 4.6%.

Chances of Going Viral

User-generated content has more potential to go viral than that of ordinary content as users share their experiences through videos and stories on social media channels, such as Instagram and Facebook.

But to actually pluck these conferred benefits, there is a need to find innovative and feasible ways to put Benutzergenerierte Inhalte on social media. Following enlisting gives glimpses of such innovative and feasible ways covering multiple social media networks.


Instagram is the current king of UGC for brands. Its format makes it simple to share user-generated photos and videos, whether as regular posts from your own account, components in your Story, or as ads. Even adding nicely formatted reviews as photos is easy.

This company puts a customer’s review in the text caption of its photo.


Check out how Ugg Australia used this sponsored UGC image from Kylie Jenner to gain authenticity while playing off her huge following…

ugg kylie instagram


Due to its exclusive visual appeal, Pinterest is a great playground for UGC–especially for images and brand related photos. One study points out that more than 80% of pins are repins. And repins are nothing but a curated form of content. Thus, content curation amalgamates with UGC as soon as a user repins branded pins. But for that brands need two things: A collaborative pinboard and an engaging hashtag. The prime benefit of a collective pinboard is it takes user participation to the next level.

Gap solicited user photos through a group pinboard.
Gap solicited user photos through a group pinboard.


While Twitter’s character limits may seem inflexible, you can always add photos and videos to your tweets. Thus, it’s a perfect place to embed a short customer review explaining the gist of the product’s qualities alongside the product’s photo. This assemblage deserves a chance, as 70% of consumers trust reviews written by other customers above professionally written marketing content and businesses see a 26% increase in traffic from Twitter after sharing reviews.


Due to updates to the Facebook news feed algorithm in 2016 that placed emphasis on content from friends and family, UGC is generating tremendous traction on Facebook. There are reports suggesting that UGC drove a 6.9x higher engagement level than brand-generated content. Unsurprisingly, Facebook emerges as the first choice when brands think about putting user generate content on social media. Companies are doing this because highlighting these individuals will make others want to live their brand as well.

Forever 21 shares user photos collected through Visual Commerce on Facebook.
Forever 21 shares user photos collected through Visual Commerce on Facebook.

The success of above examples leaves no doubt about how integrating Benutzergenerierte Inhalte on social media improves mass reach, customer engagement, brand mentions, and operational efficiency. But remember that every social media platform has different strengths and weaknesses. The brand must be ultra-clear about what sort of Benutzergenerierte Inhalte it wants and how it is going to curate and use this collected dust of gold. Thus, the blueprint of the overall curation, syndication, and marketing plan must be ready before the content shared by your customers begins to crawl on your social network pages!

Identify And Prevent Fake Reviews Before They Do The Damage

Prevent Fake Reviews

Since we’ve enjoyed the internet, the ability to remain anonymous and post through fake accounts has always led to spam and scams. Online reviews are no exception to the problems that this anonymity poses. A disgruntled customer, a biased shopper, a desperate manufacturer, or even bitter competitors have been involved in the unethical act of fake reviews to bring down a particular brand to its knees. To curtail this menace, brands have been taking action–Amazon sued over 1,000 fake reviewers and has banned incentivized reviews. But the shadow of fake reviews is far away from getting written off. It has been reported that up to 20% of Yelp reviews are fake. And considering that 77% of buyers say that customer reviews impact their purchase decisions, the magnitude of the damage that such fake reviews can do is extremely tangible. And thus, the need to prevent fake reviews tactfully and pragmatically was never as glaring as it is today.

The quest to prevent fake reviews isn’t always easy. With the mushrooming of social media networks and reviews platforms, fake reviews get distributed almost in an innumerable and indiscreet way. The first step, thus, that enables a company to efficiently prevent fake reviews is properly identifying them. They come with certain signs and characteristics.

Signs Of Fake Reviews:

A) Jargon And Extremes:

The psychological set up of a common consumer is not as same as a salesperson. He will not use the full name of the product down to the model number each time it’s mentioned. He generally prefers brevity instead of stating the full product name repeatedly. The ulterior motive behind this repetitive use of the product name by the fake reviewer is to get multiple links indexed or to create the impression of popularity. In the realm of SEO, it’s been known as a black hat scheme. Note that search engines consider it as a web scam.

Extremes are another indicator that the review is a contrived piece of writing. Phrases like “incredibly awesome” or even more exaggerated like “it’s the greatest ever” could just be pompous jive talk. Such reviews are laced with hyperboles without even giving the slightest insight into the actual functionality of the product. The vice versa is also true. Too many overly negative extremes can create suspicion that someone is being paid to bash a competitor. As you can see in the below figure, all ratings hover around 1. It’s a sign of dubious reviews.

prevent fake reviews 1

B) Duplicity Of Reviews:

A person with a mission to tarnish your image will try to utilize as much digital space as he can to spread negativity about you. Your devised methodology to prevent fake reviews should check more than one reviews sites and social media networks. If you see that same reviews are getting copy pasted and have a similar pattern in them, you can categorize those reviews as fake ones.

C) Reviewer’s Inconsistent Activities:

If the person doesn’t regularly write reviews, it may not be genuine. This may be a case where your competitor has rewarded the reviewer for writing negatively against your brand. Or, if he has written other reviews, check the nature of those reviews. If there is no consistency in his tone, language, and style, he tends to be a fake reviewer. Also, usernames ending in over 3 numbers indicate automated programming.

D) Reviews Full Of Links To Other Sites:

This is the most simple indicator of the fake reviews. If you see a listing of a commercial website or a rival’s product link in reviews, you can be ensured that it’s all hoax. It can be considered self-promotion or spam- a different type of fake post. This type of activity is frowned upon by search engines, which may detect fake reviews if duplicated posts trace back to the same source.

Actions That Can Prevent Fake Reviews:

As we have discussed earlier, a path to prevent fake reviews is not that easy to traverse. Digital space is too vast a place for any solution to act as an absolute deterrent to fake reviews. But there are certain ways that can mitigate their entry and influence.

A) Create Verified Users:

One in five Americans has written online reviews about products he/she not bought or used. So, now the question is not whether the reviewer actually exists or not. The question is whether he has actually used the product or not. The need is to ensure that only genuine buyers are coming up with reviews. Just like Amazon, all other e-commerce sites need to implement this reviewer authenticity identification process.

Verified reviews are easier on your own site’s ratings and reviews platform, as you simply need to link your e-commerce platform’s database of purchases with your review platform.

Certain restaurants now ask their reviewers to send the TripAdvisor team an image of a receipt to prove they visited the establishment. A campaign backing the idea took off on Twitter last week under the hashtag #NoReceiptNoReview. Of course, this isn’t a full proof method. If a group of four goes to a restaurant, only one will get the receipt of paid bill. The questions about other three’s authenticity remain. But it’s a good idea to prevent fake reviews which can take a better shape in coming times.

B) Try to Take Down the Reviews:

The ideal scenario to prevent fake reviews is getting the review removed before anyone can see it. But it’s your word against the word of the reviewer, and review sites can’t take down every post that a business owner doesn’t like. Nevertheless, depending on the site, you may be able to request an assessment of the review. Facebook will only remove reviews if they don’t comply with Facebook’s Community Standards. But it does allow you to comment on a review. You can reply to a fake reviewer here to get to know his authenticity. With Yelp, you can get a fake review removed in case a reviewer had a clear conflict of interest, didn’t focus on their own consumer experience or included offensive language/private information in the post. The process is more or less similar for Google.

C) Flag the Fakers:

If you believe that reviews which are squirming on popular forums, social networks, niche business directories, or major listing and review platforms are fake, flag them immediately to bring them to the attention of the respective moderators. Google My Business, for example, allows you to flag such fraudsters.

On your own ratings and reviews platform, you can use your content moderation tools to flag potentially fake reviews. If you’ve noticed any kinds of patterns in the fake reviews you’ve been seeing, you can automatically alert yourself to them or just outright block them. It’s always a best practice to automatically block mentions of competitors’ names from your site’s reviews, and while automatic moderation is a time-saver, you shouldn’t let users’ reviews get published without a human screening them, too.

It’s true that fake reviews is a reality and it cannot be killed completely. It has become some sort of a permanent evil. But it’s absolutely necessary to prevent fake reviews, as simple one-star bump in reviews can create a 5% – 9% increase in revenue according to a Harvard study. Moreover, it’s just not enough to prevent fake reviews. It’s also necessary to think about how you are going to respond to the fake reviewer. That also determines the status and image of your brand. All these factors make countering the threat of fake reviews a high priority.

Don’t Just Handle Negative Reviews, Handle Reviewers Too

Negative Reviews

With customers reporting that they trust online reviews 12 times more than promotional content, the efforts of businesses to pocket as much positive feedback as possible are understandable. But it’s almost impossible to create a business ecosystem that can satisfy the needs and aspirations of each and every customer that interacts with you. Someone may express a grudge over a bad customer experience which was an accidental or one-off event. But this one experience gets amplified when it crawls on social media and other consumer forums, by becoming visible to thousands of other customers. This can be detrimental to the revenue cycle of a company when you consider that 80% of consumers changed their minds before purchasing a product due to a bad review. It highlights how important it is to handle negative reviews!

Of course, in a moderate amount, there are many benefits of negative reviews.  If all ratings are 5 stars and all reviews are praising the product, the ring of authenticity vanishes around them. In fact, 30% of shoppers suspect censorship or faked reviews when they don’t see any negative opinions on the page. But their increased proportion is lethal. That’s why their prevention, as well as handling, needs a holistic approach that takes into consideration the proactive measures- and not just reactive outbursts. Let’s take a look at how to handle negative reviews to prevent them from gnawing the profit share.

Preventing Negative Reviews in the First Place

The old adage that an ounce of prevention is better than a pound of cure holds true here as well. The effort should be to create an ecosystem where customers don’t feel the need to post negative reviews. Before they do that, you should be able to know and address those issues which are troubling them.

Make sure that your customer service channels are strong, and well-staffed. Perhaps more importantly, your staff must be well-trained and empowered to solve shoppers’ issues.

Close Monitoring

In a consumer-focused business that deals with a lot of customers on a daily basis, it’s very difficult to pick one unhappy customer. But it’s necessary to nip their grievances in bud if you don’t want them to become initiators of big problems later. Social media monitoring can help you spot negative commentary before it gets out of hand. You can get emails when a mention of your business pops up anywhere online — from social networks, to review sites, to personal blogs by setting up Google Alerts. Once you know the issues that are surfacing through these alerts, you can decide how you are going to respond to each and every negative review.

Within your ratings and reviews platform, use sentiment analysis to keep track of what customers are sharing. Scheduled and customized reports will deliver the appropriate information to team members, who can then quickly take action.

Read on below for more about how to handle negative reviews…

Respond Quickly

A prompt response to the customers’ concerns is one of the basics of how to handle negative reviews. The reason is it ensures customers that you care and value their opinions. It may also be the catalyst that results in a person who had a bad experience with your business giving you a second chance. Note that 70% will continue to do business with you if you resolve a complaint or problem.

A Cool Head (Generally) Prevails

A reviewer may be factually incorrect while drafting out his negative review. And to showcase that inaccuracy, you should put forward your side by presenting things logically. But the tone of this clarification should never take the shape of being adversarial. There is no point in picking up an argument or try to explain that things didn’t really happen the way the reviewer says because it’s not going to win you any points. People generally put their weight behind reviewers, as opposed to businesses. Thus, the ideal way is to try to be polite without appearing submissive or weak.

Remember that the customer is always right, even when he is wrong. And that’s why devising a system to handle negative reviews is never a lost cause. Moreover, negative reviews can be viewed as feedbacks that open up the possibilities of future improvements. As put forward by Richard Thomas, Executive VP of Listen360, “When you improve your business for one customer, you have improved it for all your customers”.

[White Paper]
[White Paper]