We’re all fairly familiar with automated review request phone calls from large companies at this point. And while they feel a little impersonal, they serve their purpose. But I’m going to tell you the story of a review call gone wrong, and how even the big box companies can flub their review process through poorly designed automations. Call us today to learn more about managing customer reviews.
Before diving into the potential problems with review automations, it's important to first understand why customer reviews are so important. Reviews provide valuable feedback to business owners about what's working and what's not. This can help them make improvements to their products, services, and overall customer experience.
Customer reviews also play a critical role in the purchasing decisions of other shoppers. According to a study done by BrightLocal, 91% of shoppers read online reviews before they buy. This means that a business's online reputation can make or break their business.
Given the importance of customer reviews, it's no surprise that business owners are turning to automation to manage them. Review automations can help business owners collect, organize, and respond to customer feedback more efficiently. They can also help identify trends and areas for improvement.
However, not all review automations are created equal. Automations that are poorly designed can actually do more harm than good.
So, what are the potential problems with poorly designed review automations? Let's take a look.
One of the biggest problems with review automations is that they can sometimes lead to inaccurate reviews being posted. For example, if a businesses' automation system sends a review request to the wrong customer, sends a request for the wrong product, or at the wrong time in the buyer’s journey, the resulting review may not be relevant or accurate.
This can be particularly problematic for big box retailers who sell a wide variety of products. If inaccurate reviews start piling up, it can erode trust in the business's online reputation.
Another issue with poorly designed review automations is that they can sometimes result in inconsistent responses to customer feedback. For example, if a business' automation system sends a generic response to every review, regardless of the content, it can come across as insincere and unhelpful.
This can be a big turnoff for customers who are looking for authentic engagement from the business. It can also make the business seem like they don't care about their customers.
Finally, poorly designed review automations can result in missed opportunities for businesses. For example, if a business's automation system is only set up to respond to negative reviews, they may miss out on the chance to engage with customers who have positive feedback or constructive criticism.
This can be a missed opportunity to build loyalty and improve the customer experience. It can also result in a skewed view of the business' online reputation, as only negative feedback is being addressed.
A lovely young couple we will call Cecile and James recently purchased home appliances from a big box retailer that shall remain anonymous. Two days after their appliances were supposed to have been delivered, they received an automated review request call. Normally, this would not have been an issue. However, over $1000 worth of merchandise was missing. Cecile and James had tried to find out where their appliance was and when they would receive it, but the store’s systems had marked the delivery as complete. They had used an external shipping company, and the missing appliance was out of their hands.
When James saw the call coming in from the store, he had hoped to get the chance to speak to a human and finally get some real help. Unfortunately, this call was fully automated, with no options to “press (0) to speak to an associate” or anything similar, just a few things for them to rate on a scale of 1 to 5.
Had Cecile and James received both of their items on time, there would have been no foul, and they would have happily filled out the review over the phone. However, with expensive missing merchandise and no support from the retailer or the shipper, the review request reached them at the worst possible time in their buying journey: when they were angry at both companies! And the fact that the call had no options for reaching a human to speak to just made them angrier.
Had they designed their automation better, this could have been avoided. For example, they could have added a simple condition that all items must be confirmed to be delivered by the customer prior to an automated review request being sent out. This way Cecile and James wouldn’t have gotten the review request call until after they had all of their items. Perhaps they may have given a lesser review for the one item being late, or the poor communication, but it would have been a better outcome than receiving a review request while they are furious that their $1000 item was MIA, and they have no information as to why or when they would receive it. I’m sure you can imagine what THAT review looks like!
So, how can businesses avoid these pitfalls and ensure that their review automations are working effectively? Here are a few tips:
Align your customer service processes so that automation compliments human interaction. Automation should be more than a way for a business to save money on manual processes. It needs to be used well with the customer in mind. It should not stop people from getting service and support. It should help them get it more quickly.
If they are going to have one, business owners should invest in a quality review automation system. This may require some research and investment upfront, but it will pay off in the long run by helping businesses collect and manage customer feedback more efficiently.
It's also important for businesses to monitor their reviews carefully, even with an automation system in place. This means regularly reviewing feedback, responding to reviews in a timely and personalized manner, and addressing any inaccuracies or inconsistencies in the feedback.
Finally, businesses should use customer feedback to improve their products, services, and overall customer experience. This means taking feedback seriously and making changes based on what customers are saying.
By following these tips, business owners can ensure that their review automations are working effectively and not hurting their online reputation.
So, whether you're a big box retailer or a small business owner, it's important to approach review automations with caution and care. By doing so, you can ensure that your customers have the best possible experience and that your business continues to thrive. To develop your own customer review strategy, call us today.
Lynne is known for her strategic approach to marketing communications, technologies, and lead generation. She has a passion for education, keeping up with current marketing trends and practices, and helping clients keep ahead of their competition.
Boosting eCommerce Success Through SEO
For eCommerce websites, Search Engine Optimization (SEO) isn't just a strategy; it's a vital lifeline. eCommerce SEO is the art and science of making your online store more visible in the search engine results pages (SERPs). Read More…
Just because a visitor is not ready to make a purchase as soon as they find your business online, that doesn't necessarily mean that you’ve lost that customer forever! Through the power of remarketing, you can coax those customers back to you and convert them into happy first-time customers. Read More…
Backlinks & Reviews: Things You Should Absolutely NEVER Purchase
When you ask a local search engine optimization company for surefire ways to improve your rankings, they will almost always tell you one of two things: get more backlinks and get more reviews. Read More…
What is Digital Marketing Anyway?
In today's fast-paced, digitally driven world, businesses are increasingly turning to digital marketing as a powerful tool to connect with their target audience, build brand awareness, and drive business growth. But what exactly is digital marketing? Read More…
Why Your Website and Marketing Assets Are Crucial When Selling Your Business
So, you're thinking about selling your business? That's a big move, and we're sure you've got a lot on your plate right now. Before you dive into the nitty-gritty of valuations and negotiations, let's talk about something that's often overlooked but incredibly important: your website and marketing assets. Read More…
Your Google Business Profile: What You Can Control vs. What Google Manages
If you're looking to optimize your online presence, you've likely come across the importance of your Google Business Profile (formerly known as Google My Business and even earlier Google+/Google Places). Read More…
Whether you're working with a local small business digital marketing agency or managing things in-house, you should know that two key elements can make or break your online success: User Experience (UX) and Conversion Rate Optimization (CRO). Read More…
You’re a busy business owner. You've got your website up, your social media buzzing, and your products or services are top-notch. But how do you know if your digital marketing efforts are actually paying off? Enter the world of digital marketing analytics for small businesses Read More…
An Owners Guide to Leveraging AI to DIY Your Digital Marketing Strategy for Local Small Businesses
The use of AI in digital marketing is definitely on the rise, and it’s a trend that you’ll need to get on to keep up with your competitors. Below is a list of AI tools that we have researched and tested, and how they can fit into your digital marketing strategy. Read More…
