You probably already know that online reviews can help your brand build trust and drive sales. But did you know they can also help you build customer loyalty?
Yes, online reviews help build customer loyalty, but their mere existence alone cannot result in increased customer loyalty. It's how you handle online reviews that can result in a positive brand perception, which evolves into company loyalty.
In this post, we'll show you exactly that: how to build customer loyalty through online reviews of your establishment.
Instead of just collecting online reviews, see 6 ways to evaluate review content to extract competitive intelligence and invest in your business to increase customer loyalty and, consequently, your revenue.
1# Identify customer satisfaction levels with your brand promise through online reviews
To do this, you need to know what your customer's expectations are regarding the product or service you offer.
To align customer satisfaction and expectations, you first need to define what you expect the customer to expect. Once you've defined this, communicate it through your marketing strategy.
The next step is to check if your message was understood. Your online reviews can be a great way to do this. Pay attention to what aspects your customers comment on: the location's facilities, staff, service, quality, and more.
These assessments contain insights that give companies a good understanding of how customers perceive their ability to deliver on their value promise.
Monitoring these reviews will help companies evaluate their marketing message (creating expectations) and correct operational behaviors that are misaligned with their brand promise.
2# Identify what drives brand empathy through online reviews
Assuming that brands A and B offer very similar products at the same price, what will make a consumer choose between one or the other?
Awakening empathy can be an alternative.
Arousing customer empathy is an excellent way to build customer loyalty, as it helps spark positive emotions and strengthen customer bonds.
You can capture the level of empathy your company generates through comments that specifically reference certain employees and use highly positive professional and personal characteristics when describing your interactions with them.
Those customer reviews that defend the company from negative feedback also work.
When a significant number of your online reviews contain tips related to empathy, you can be confident that you're on the right track to high levels of loyalty and retention.
This is because consumers tend to do more business with companies they trust and agree with their methods and values.
3# Identify clues that drive perceived value in online reviews of the establishment
If the value proposition is quite clear to the customer, that is, it is explicitly clear what benefits are gained by using what you sell and what is the unique differentiation that your brand has compared to your competitor, that customer has no reason to look for the competition.
You can do this by reading your customers' comments on review sites: Google, Facebook, and Tripadvisor. Identify what they praise most (your strengths) and what they complain about most (your weaknesses or an opportunity you're missing).
Often, a company provides value through intangibles, such as fast service or attention to detail.
Invest time learning what details your customers desire and implement actions that add value to the customer experience. This will help you elicit strong emotions, resulting in loyalty and a perceived value for the benefits you offer.
👉 Check out: What is customer success? Deliver results with loyalty.
4# Express transparency: don't hide or ignore negative reviews
Negative reviews offer an opportunity to demonstrate your brand's transparency because they show that your company, as expected, has some issues but isn't trying to hide them.
A company that does not file any complaints or claims raises suspicions about its credibility and trustworthiness.
Additionally, negative reviews of your establishment help set realistic expectations, preventing new customers from being disappointed.
Precisely because some bad reviews may not be about quality specifically, but about other factors—such as size, performance, and facilities. This information will help other consumers understand what to expect from your company.
👉 Check out: How complaints can help you build customer loyalty
5# Express Responsiveness: Don't Abstain from Responsibility
Responding appropriately to negative reviews is an excellent opportunity to build trust with customers and potential customers. This has a positive impact on building a positive brand image, which is crucial for customer loyalty.
By paying attention to and addressing customer complaints, your company is taking a stance that does not exempt itself from responsibility. This is essential for those seeking loyalty, as customers and potential customers will feel assured.
Furthermore, your company will be demonstrating that it listens to its customers. When customers feel heard, they strengthen their bond with the brand. What's more, this action directly impacts more personalized and differentiated service.
Furthermore, by taking responsibility for complaints, your company also demonstrates its commitment to customer satisfaction.
It's a way to show consumers that you're not just concerned with making money, but also with delivering the best possible experience, before, during, and after the purchase.
6# Make customers feel appreciated by interacting with their comments in online reviews
Everyone likes to feel appreciated or receive special treatment that makes them feel unique or important.
And when your company makes your customers feel appreciated, it makes them want to come back. Better yet, it makes them share their experience with your brand with friends and family.
One way you can do this is through your online reviews.
When a company offers a fully personalized and authentic response, the customer feels appreciated. This signals to the customer that even after conversion, your company still cares about them.
👉 Check out: Customer Relationship: Why Invest and How to Measure
If you want loyalty, invest in customer experience. Closely analyzing online reviews and utilizing customer feedback is essential to shaping your customer experience strategy.
These metrics allow you to assess the success of the products and services you're offering and help you understand overall performance in ways that spreadsheet numbers can't.
I hope this content has helped. If you have any questions or opinions, leave a comment and I'll get back to you! =D
