Growing up one of my favorite game shows was the Family Feud. I liked all iterations from Richard Dawson to Richard Karn. The best part of the show was how ridiculous some of the answers to the survey questions were. Surveys are fine for the feud, but if they’re your only source for customer feedback, you could be trouble. Smart businesses are taking advantage of the many online review sites to measure customer satisfaction and drive process improvement.
Pairing online reviews with customer satisfaction surveys will give you a more holistic view of how your business is operating. If you don’t believe me, I’ve compiled a list of the top-five reasons how online reviews will bolster your customer satisfaction program.
1. Transparent results
Because online reviews are posted publicly on third party sites, there’s more transparency to the process and the public perception is they can be trusted more than the results of a customer satisfaction survey. In fact, 80 percent of consumers trust online reviews as much as personal recommendations. As a result, businesses should find ways to incorporate positive reviews and their star ratings into marketing materials like testimonials, billboards, and advertising.
2. Real-time feedback
Customer satisfaction surveys are valuable because they provide your business with in-depth insights across the whole breadth of your organization. The problem is most businesses only conduct surveys on an annual or semi-annual basis. This means that some of the feedback you receive might be stale. Online reviews by their very nature are immediate and provide you with real-time insights into how your business is operating on a day-to-day basis. This enables you to identify problem areas and fix them before they have had an opportunity to fester and grow.
3. More candid responses
Surveys aren’t going to give you the same in-depth, qualitative feedback that you will receive via online reviews. Thus, online reviews will give you a clearer vision of the customer experience you are offering – whether good or bad. Additionally, because online reviews are public, scouring your competitors’ online reviews can give you insights into their operations and what is working well for them.
4. Higher response rate
Implementing an online review management platform is an excellent way to encourage customers to leave feedback for your business. The most effective platforms utilize text messages to deliver review invites. This is because text messages have a 99 percent open rate compared with an average email open rate just under 23 percent.
5. Increased customer engagement
Once an online review is left, it is important to respond from time-to-time – especially if you receive a negative review. This will show your customers that you value their feedback and will use that feedback as a valuable tool to improve customer experience.
Improve customer satisfaction with online reviews
Request a demo to see how Podium’s cloud-based platform can help your business take its online reputation to the next level. Podium’s efficient, mobile process can help your business collect 15x the reviews that traditional platforms produce, which in turn will improve local SEO and ultimately boost revenues.
* featured image photo credit: istock.com/Wavebreakmedia