Thinking critically about customer reviews

Unfortunately it’s no secret that consumers and retailers alike are staring down the barrel of an economic recession. With shoppers facing double-digit inflation they’re (understandably) tightening their belts to make the most of every penny and are seeking reassurance that when they do spend, they are doing so wisely. Cue a change in shopping habits. Consumers are paying ever closer attention to a brand’s online reputation, making it an important consideration alongside pricing and shipping. A recent study found that 98% of UK consumers view reviews as an essential resource when making purchase decisions. Yet, for an overwhelming amount (90%) of UK businesses, online reputation management remains a real challenge. Why so? The core issue retailers face – and one they can address immediately – is siloed operations. Traditional structures continue to limit a company’s ability to learn from the information consumers willingly share. But a change of approach and recognition of the value of reviews can change the game. We’re all in this together When someone leaves a review they demonstrate an interest in your brand and the intention to be heard and make a difference. This outside-in view is invaluable for brands and retailers, providing the chance to inform and improve numerous aspects of the sales and marketing process, from awareness through to evaluation and purchase. Since feedback from reviews can affect several departments, it would be a mistake to place responsibility for your online reputation solely within the marketing team. Control of a brand’s online presence naturally suits the marketing department, but the duty to implement reviews-driven change extends far beyond. Marketing can tune in and listen to feedback but to deliver true value to the company’s bottom line, all relevant departments need access to insight from reviews. If used effectively, this information offers the specific detail needed to meet the customer’s needs and gain a competitive edge. In order to do this, retailers must work to break down existing communication silos and encourage regular cross-department reporting and discussion. Establishing a clear internal reporting system that allows the marketing department to relay insights - and be heard - can be a game changer. The latest market research Once the correct communication ecosystem is in place, retailers can access the information at hand to improve customer experience and build brand loyalty. Reviews essentially provide retailers with timely (and free) ‘market research’ that enable multiple areas of the business to make changes. As a consideration after purchase, reviews supply feedback on the quality of goods and the overall shopping experience. Product feedback can be relayed to the buying or manufacturing teams and feedback on customer service can be used to improve staff training. As such, it’s crucial for head offices to take reviews seriously to feed into the overarching retail strategy. There are benefits on a local level too. For example, reviews left for a small branch popular with commuters can provide learnings about store layout or staff training during peak times, which could prove invaluable for another store elsewhere in the country. A new competitive landscape The days where retailers simply competed for customers against other businesses on the high street are now long gone. Today, business competition comes from both offline and online. We often think about online reviews and reputation management in relation to just e-commerce businesses so it’s also worth recognising their value for brick and mortar retailers. When search engines recommend local retailers, it’s worth bearing in mind that they prioritise businesses that value and engage with customer feedback. Don’t get left behind Reputation management is fundamentally built on a feedback loop of listening, communication and action. As search engines increasingly favours businesses that engage with customers and respond to reviews, retailers that rely solely on their physical location(s) or existing brand reputation will fall short. As such, a reviews strategy should complement search strategies to give smaller, traditional retailers the chance to level the playing field against digital native competitors. Effective reputation management means that when customers give feedback, they are giving you the data to help tell the story of your business. It could be the cleanliness of a specific branch or a member of staff who went above and beyond. Whatever it is, each review contributes to your brand image and each customer wants to be heard. Your role is not just to listen but to communicate with those who have made the effort to engage. In a time when every penny counts, strengthening existing customer relationships is essential. When a customer tells you what they think, you have a ready-made conversation starter. Use it or get left behind.