Most businesses know the importance of negative reviews, but ultimately, you want to focus on collecting positive feedback. Honest, genuine, positive reviews help to boost trust, clicks and sales. If you’re not collecting feedback, you could be missing out on additional revenue.
A lack of strategy when it comes to collecting reviews could mean you’re only attracting negative feedback. This can have an impact on your brand, and cause you to lose customers; even those you believed were loyal!
Here are five reasons why your customers aren’t writing positive reviews, and what to do to fix them.
1) It’s too difficult to leave a review
We’re all busy people – we don’t have the time or patience to write an essay about every dress we’ve bought or meal we’ve eaten. It’s no surprise that 67% of consumers say that a review process that takes too long would put them off leaving feedback.
Anyone that did want to write a positive review is likely to give up, while those with a complaint to make will get even more frustrated by a cumbersome feedback form. The solution? Make the process as clear, quick and easy as possible.
2) You’re not asking for reviews
Unless they’ve received amazing service, or had a dreadful experience, customers are unlikely to go out of their way to leave your business a review unprompted. On the off-chance they do seek out a place to leave their feedback, it might be somewhere you can’t track, such as an inactive Facebook page.
We asked thousands of everyday shoppers about their preferences. More than a quarter (28%) said they are more likely to leave a review if they’re asked to. To ensure you get the best (and most) feedback possible, ask every customer and client for their honest opinions. Not only will this help you collect more positive feedback, it will also guarantee they are using a platform that is visible to other customers and you can analyse.
When you do ask consumers to leave a review, remind them of the product or service they used, and let them know how much their comments mean to your business. Make it clear your business listens to all feedback, good or bad, and that writing a review only takes a minute.
3) Your customers don’t know what to write
Many customers want to provide your business with constructive and helpful feedback, but simply aren’t sure what to write. This means those who wish to leave positive and honest feedback simply don’t bother, leaving the most frustrated customers to dominate your reviews.
When asking customers to write a review, think about what you’d like to know more about, such as their experience with your website, the staff member that dealt with their enquiry, or the quality of the product they purchased. Be sure to prompt each customer to comment on the aspects of your service you want feedback on – this will encourage them to write better, more insightful reviews.
4) Your service needs work
If you find your customers are only leaving negative or average reviews, it’s an indication that your service needs work. You want customers to remember your business as the one that made their once-in-a-lifetime holiday even more special, or delivered such fantastic service they’re going to tell all their friends about it. Essentially, you need to stand out from your humdrum competitors.
Don’t expect your customers to rave about an average service – give them something to shout about. This may mean you have to revaluate your current processes or retrain your customer service team. If you’re receiving negative reviews, make note of any recurring themes: is there a member of staff that several people have complained about, for example?
Apologise to unhappy customers and offer to resolve the situation. Do so promptly and politely, and they will likely be glad to re-rate your service, resulting in more positive reviews.
Need more advice? Check out our stonkingly good guide on handling negative reviews.
5) Your reviews are fake
Unless you’re using a reviews platform which can ensure all feedback is genuine, it’s possible some of the ratings and reviews you’re receiving are fake. Unfortunately, some unscrupulous businesses target their competitors by paying others to write fake negative reviews, in the hope it will damage their brand. Other consumers write harsh, unfair reviews to try and get the business will give them a free meal or product.
If you’re not actively collecting reviews yourself, your business may be affected by fake reviews. Look at the people writing the reviews: do they correlate with your own transaction records? Is what they’ve written lacking in detail? If so, they may be malicious.
To ensure you’re not affected by fake feedback, use a reviews platform that eliminates the possibility of such content. At Feefo, only genuine customers and clients are invited to review your business, ensuring bots and malicious users can’t rate your service. Using the right reviews platform will enable you to collect more honest (and hopefully positive!) feedback.
Listen to your customers
There are many reasons why your customers may not be leaving positive reviews, but the most important thing to remember is to listen to those who are providing feedback. Every review has the potential to teach you something, and therefore help you improve. It may be difficult to listen to harsh opinions, especially if you don’t agree with them, but your business will suffer if you fail to act on such comments.
The great thing about using a platform like Feefo, is that you know every single review is genuine. It’s easy to use, too. Customers are asked a couple of simple questions – that’s it! It only takes a minute to leave a review and feedback requests can be highly personalised, boosting response rates.
See the difference Feefo can make to your business today by signing up for a free trial.