Everyone has opinions, and in an online world, it is extremely easy to share those opinions with a broader audience than ever before. For some franchisees and franchisors, this can be a daunting reality; customers do tend to be more vocal when they have had an unpleasant experience than a positive one. However, knowing how and when to ask for feedback and utilising testimonials from your biggest brand advocates can be a surefire way to build credibility and customer loyalty for your business.
When it comes to your marketing endeavours, it is easy to overlook reputation, the last but crucial stage. This is especially true when the upper funnel activity is pulling focus. However, focusing on your existing customers, ensuring you give them the best service you can, and then asking them for a review can be an excellent tool for feeding back into your brand awareness activities. Additionally, it can save your advertising budget and improve your overall marketing ROI.
However, asking customers to leave you a review online can be uncomfortable. As a business owner, if you start feeling uneasy, remember that your business is something to be proud of; you have worked on it and invested in it, and you have customers who value the product and service you offer. These customers are your brand advocates, and word of mouth is one of the most effective forms of advertising. Therefore, prompting customers to leave you a review whilst they have had an opportunity to experience your product and/or service should be an essential part of their customer journey. You can even provide the links for them to post their review online – whether on your Google Business Profile, Facebook page or one of the third-party review websites. Ensure you direct them to where you know reviews will have the most impact.
It is also essential to remember that opening your business up to reviews can naturally lead to receiving a negative one. It is impossible to please everyone. The best practice in response to a negative review is to thank the customer for their feedback and provide them with a way of contacting the team for additional customer support, where the negative review or complaint can be addressed and resolved.
The worst reactions to bad reviews online are when brand representatives attempt to argue back, discredit the reviewer, or, even worse, accuse them of lying. Responding to a review aims to resolve the issue, gain a repeat purchase, and protect the brand’s reputation. Note that the reaction to the negative review, not the review itself, causes the issue here.
Letting the customer be heard if they want to discuss their experience with you further also means you can remove any negativity from the public space while you investigate the points they have raised.
The good news about bad reviews is that customers are quite understanding. There is reason to suggest that having a review score that is not perfect (e.g.,4.5 out of 5 stars) makes your business appear more trustworthy as it gives a sense of realism—you still have a good score without the illusion of being perfect.
In summary, it is always best to have a sequence in mind for requesting reviews, so consider how and when to ask your brand advocates for their feedback. Then, utilise the positive testimonials you have in your marketing efforts and do not be afraid of the negative reviews – it’s all part of the business experience!
This article comes courtesy of Drama Kids, a drama-based extracurricular activity provider for children specialising in developing confidence, communication, and creativity. To learn more about investing in your Drama Kids academy, visit franchisingdramakids.com.
