BBB encourages businesses to recognize the impact of positive customer reviews

When people think of customer reviews, they often focus on leaving negative feedback if something goes wrong. However, it’s important to also consider the positive reviews that your customers may be posting or sharing.

These positive reviews can significantly contribute to building your business’ reputation and attracting new customers who consider authentic looking reviews more influential than paid advertising.

Effectively managing reviews, including responding to both positive and negative feedback, gives businesses a distinct advantage over competitors who fail to engage with their customers’ opinions.

BBB polls show many consumers read reviews before making a purchase. Positive reviews can tip the scales in favor of a business, while negative reviews can provide an opportunity to address concerns and showcase excellent customer service. By actively seeking and managing reviews, businesses can influence potential customers’ decisions.

That’s why we encourage and take reviews into our website with such importance. We go through an extensive process to ensure the reviews submitted through our platform by implementing rigorous vetting procedures.

We allow businesses to challenge reviews if they believe no interaction occurred. In such cases, requests are made for substantiation from the reviewer. This process promotes transparency and ensures businesses are evaluated based on legitimate customer interactions, maintaining fairness for both parties.

One compelling reason businesses should actively seek customer reviews is to help build trust and credibility. When people see positive feedback from others, they are more likely to believe in the quality and reliability of a product or service.

Reviews also can help you in improving products and services and provide valuable insights into what customers like and dislike about a business’ offerings. By analyzing this feedback, companies can identify areas for improvement and make necessary adjustments.

Search engines favor fresh, relevant content, and customer reviews can help provide that. Regularly updated reviews can improve a business’ search engine ranking, making it easier for potential customers to find them online. This increased visibility can lead to more traffic and, ultimately, more sales.

Asking for reviews shows customers that their opinions matter. This engagement can foster a sense of loyalty and connection to the brand. Responding to reviews further demonstrates a commitment to customer satisfaction and can turn a dissatisfied customer into a loyal one.

Of course, timing is key. Request reviews immediately following a positive interaction, such as a successful sale or resolved support query, when the experience is still fresh in the customer’s mind.

It’s so important to respond to all reviews so you can tell your story and not let others tell your story.

Along with the advantages of customer reviews, I have some tips businesses can take to have a structured process for soliciting feedback. This will help ensure a steady flow of reviews. Authenticity matters, and customers prefer diverse, genuine reviews over an excess of perfect comments, which may appear suspicious.

You may want to consider post-transaction emails that include direct links to the review platform. This convenience increases the likelihood of customers leaving feedback.

Use In-Prompts for businesses with physical locations, use reminders like QR codes at checkout counters or on receipts to encourage immediate feedback. Assigning a dedicated staff member to monitor and respond to reviews ensures consistency and promptness in communication.

It’s important to address your responses specifically to the review, and not with some templated and repetitive message. Thank the reviewer, acknowledge their specific concern, and provide an initial resolution. Use a friendly, professional tone and maintain a sense of urgency in resolving the issue.

Although you want to respond to negative feedback, we recommend taking the conversation offline and asking for a call to discuss their experience and avoid public arguments.

Make sure to stick to facts and avoid emotional responses or personal remarks. Provide next steps, clearly outline any follow-up actions and keep the response open-ended to encourage further communication, if needed. Avoid quoting rigid policies and explain the reasoning behind practices to show flexibility and understanding and most importantly empathy.

Try to avoid using generic responses: Tailor responses to the specific situation to demonstrate attentiveness and care. Keep responses concise and empathetic to avoid frustrating the reviewer further.

Customer reviews are an invaluable asset for businesses. They build trust, provide actionable insights, enhance online visibility, and foster customer engagement. By actively seeking and managing reviews, businesses can not only improve their products and services but also gain a competitive edge in the market.

So, don't hesitate — ask your customers for their feedback and watch your business thrive.

• Steve J. Bernas is president and CEO of the Better Business Bureau and can be reached at sbernas@chicago.bbb.org.