The shift online changed the face of business forever. Customers can now browse products from wherever they are in the world and get goods delivered to their front door with the click of a button.
However, one of the most fundamental changes we’ve seen in the business world isn’t home delivery or digital stores, it’s online reviews. Reviews have put the power back into the hands of the customer, and they can have a significant effect on consumer shopping habits. Let’s take a look at reviews in more detail and discuss how important they are for digital businesses.
What are online reviews?
Whether a customer is buying a pair of shoes or an app, they will be encouraged to leave a review about the product and the service they received after making their purchase. These reviews can be in the form of a simple rating, such as a number of 10 or a 1 – 5 stars system, or they can be more detailed, encouraging the customer to comment and leave their thoughts.
Asking customers for their opinion is nothing new in the world of business, but there is one aspect of modern online reviews that is unlike anything seen before. Now, customer reviews, both good and bad, are displayed alongside the product, where other potential customers can see them and use them to help decide whether or not to make a purchase.
How do these reviews affect business?
Getting good customer reviews is essential for all modern online businesses. So much so, in fact, that app developers can be seen buying app reviews to give their product a head start during the crucial early stages.
When a customer visits a product page, one of the first things they do is check out the reviews. If the product has lots of positive reviews and a high rating, this will assure them that the product is reliable and of high quality, which can be a driving factor behind their decision to move ahead with a purchase.
Conversely, if a customer visits a product page and sees lots of negative reviews, this will immediately make them perceive the product as unreliable and of poor quality. Furthermore, it can reflect badly on the business as a whole and significantly erode brand trust and reputation. If your product is attracting bad reviews, this is a clear sign that something is going wrong with your strategy, and the results can be catastrophic for your business.
What to do if you get a bad review
If you do receive a bad review, the key is to remain calm. It’s not the end of the world, and if you approach the situation correctly you can turn things around. Reach out to the customer and assess exactly what led them to leave a bad review. Offer your apologies, and ask if there’s anything you can do to rectify the situation, such as issuing a replacement or a refund.
This will demonstrate to that customer and others that your business cares about them. You will be perceived as responsible and conscientious, willing to own up to your mistakes and put things right.
