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How To Work With Customer Feedback: 10 Practical Tips

Feedback is an effective tool for promoting selling content and an indicator of product quality. It should clearly show that your products and services provide the desired result.

However, customers are less likely to trust the reviews because they believe that most of them are written by the companies themselves. In addition, they rarely get in the reviews the information they are looking for — the experience of buying, using, what exactly the customer liked and what — didn't.

In this article, we'll show you how to work with customer reviews so that they don't just affect your reputation, but also work on sales.

How to work with reviews

Tip 1. Post real opinion

The principle "you will not praise yourself, nobody will praise you" though tempting, but not effective. The opinions of non-existing customers in practice do not attract real potential consumers of goods and services.

Truth is the main tool of persuasion. Acquaintance, which began with a lie, will not lead to a long, fruitful cooperation. If the publication of "fiction" has become a common practice for your company — feel free to break the standards and use a fresh look.

With this approach, the object of attention is a new customer. This segment easily leaves a true opinion and shares positive impressions. Yes, long-term reviews of regular customers and friends amuse pride, but is this development?

customer feedback

Tip 2. Do not repeat the review

In fact, identical reviews in the tape do not carry a payload and are often abstract, not able to attract a large number of potential customers.

What is important to remember?

1. The same entity can provide different services and sell different goods.
2. The history of cooperation with each client is different.
3. Potential consumers make decisions based on different criteria.
4. The reasons for ordering and buying a commodity item from each client their own.
5. Each client has its own numerical and digital result of using the purchased products.

These items — a shortlist of reasons why reviews should differ from each other in meaning. The more specifics, the higher the uniqueness and usefulness of the review. In this regard, it is recommended to revise the posted reviews and remove similar and repetitive options, preferring detailed opinions.

Tip 3. Refuse anonymous reviews

It is recommended to provide feedback with the name and, in the B2B segment, position and company name. Quotes and feedback without the author cast doubt on their credibility. In most cases, they are perceived as implausible and false.

The degree of confidence in the reliability of the material depends on the amount of information provided about the author. The ideal model of the review includes a photo, name, age, locality, the scope of activities, name of the company. Links to real accounts on social networks are a tool of persuasiveness and a guarantee of reality.

There is a pattern that we tend to trust more friends and people with similar interests. If a potential customer sees that the review is left by a person with whom he has a lot in common, the credibility of the information about the product or service will automatically increase.

customer feedback

Tip 4. Do not be afraid to ask questions to customers

Well-built communication is the key to success. Establish feedback, show a sincere interest in the client, ask questions and ask for an opinion. In other words — take a direct part in the selection and formation of opinion, avoiding obsession.

For the convenience of feedback is recommended:

  • set up automatic mailing of letters with a polite request for feedback a few days after the purchase or order of the service;
  • ask for feedback and impressions on the phone, on websites, in online chats;
  • develop social media with a specified unit reviews.

Traditionally, the easiest and most effective way is to poll users ' opinions via e-mail. However, do not limit yourself to this format.

Remember! The email template should be composed in such a way that it is not regarded as spam. The wording "right here, right now" should be avoided. The important reason why the client wants to leave his opinion: a reward for a review, a discount on the next purchase, a prize draw.

Tip 5. Help and advise customers

A sincere opinion about a product or service may not be enough. Agree, the wording "very good" or "liked it" is unlikely to be perceived by potential customers as a useful review. Although, without a doubt, it can be objective and truthful information.

Structured feedback is important. Help clients with this:

  • add a feedback form hints in the form of points: what we liked, not liked, learned, what to buy, etc.;
  • encourage to talk about the solution to a specific problem, ask why the customer ordered a product or service, whether the desired result was achieved, whether the recommendations will follow.

Leading questions contribute to the disclosure of preferential features, make the review more "alive" and useful.

customer feedback

Tip 6. Combine critique and reviews

More effective interesting and useful feedback, is only feedback combined with critique. The difference is- who makes them? In the first case, these are buyers and customers, in the second — experts and colleagues in a particular area of activity.

The advantage of reviews is that experts have their own audience, for which the opinion of the authors is authoritative. And if a positive review left any famous person, the chances of getting into the target audience increase.

Tip 7. Use up-to-date reviews

Even the most incredible achievements and successes of five years ago are no longer interesting to anyone. The consumer is interested in the latest data and the latest news. Everything that was in the distant past, let it remain there. In 2019, reviews for 2015 should not appear in the tape, and even more so to prevail.

The second important aspect — outdated reviews give rise to the idea that since then no one ordered anything or had nothing to positively assess. Updating information brings certain dividends, and ignoring this Council leads to their reduction.

Tip 8. Don't forget to get permission to publish

In marketing, the concept of "voluntary recall" is common. Persuasion of new customers in the quality and attractiveness of the products or services provided through feedback is widely used in texts on their own websites or on public resources.

Do not rush to publish even the most flattering and positive reviews without prior permission. In most cases, customers agree and do not see anything wrong. After publication, it is recommended to send the advertiser a link to the feedback page.

customer feedback

Tip 9. Observe the measure

A review is not a novel. The volume of 500 characters is enough to reveal the key points and persuasiveness. Concisely and specifically set forth the opinion easier to read. Inappropriate metaphors, rhetoric, stationery stamps negate trust and distract attention. It is difficult to imagine a businessman or a customer who writes laudatory odes on a whole sheet, is not it? When working with reviews brevity — the sister of talent and common sense.

Tip 10. Choose reviews with the result

Nothing attracts attention like information about the desired result. Therefore, reviews in the format of comparison "was/became" — the best scenario for finding your consumer audience.

Spending money, customers do not want to risk and throw them away. They focus on the end goal, and the demonstration in the recall of the end result speeds up the selection. The degree of confidence in such responses increases several times. It is an effective tool of persuasion, supported by concrete facts and examples.

customer feedback


Collecting positive feedback about your company is a real task, for the realization of which it is important:

  • to be interested in the opinion of customers after buying a product or ordering a service;
  • help to structure reviews, give them a logical form, detail memories;
  • provide the ability to upload photos and authorization through social networks;
  • monitor company mentions on social networks;
  • test the performance of reviews.

In addition, the opinions of potential customers about reviews may differ from your own vision. Their performance testing will help in the future to understand which reviews are really useful for a particular business, and which ones are more harmful to it.

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