Do you take advantage of commercial holidays to receive more customer reviews?
If you don't do this yet, stay with me until the end, and I'll explain why you should start doing this immediately!
Holidays are an excellent opportunity to increase the volume of reviews, because these are the dates when the flow of people is highest, and a greater flow of people equals more people reviewing your establishment.
But why do you need more people reviewing your establishment?
Online reviews impact Google's local pack search results 15%
And did you know that, according to Facebook, 1 in 3 people on the platform use it to search for “where to go”, “eat” and “buy”?
According to research, consumers trust reviews as much as personal recommendations:
93% of consumers read reviews to decide whether or not to do business with an establishment (Bright local).
Having your business well-reviewed online directly impacts consumer decisions in the new retail purchasing journey.
According to our experience here at Harmo, for an establishment to be well-rated and ranked on sites like Google, TripAdvisor, Booking, Yelp, iFood, among others, it must meet four requirements:
- Quality: Having good grades. This is in total agreement with the experience you deliver.
- Quantity: Have a high volume of reviews. The more online reviews, the greater the social proof.
- Recency: Having recent reviews. Recency is one of the ranking factors for local searches, as the more recent the reviews, the closer to reality the experience provided by that establishment.
- Response rate: responding to reviews. This is an excellent opportunity to improve SEO, as reviews impact 15% of Local Pack results. So, take advantage of the response space and use terms important to your business in your responses, for example: "free parking," "kids' area," "vegan pizzas." Furthermore, Google itself recommends responding to reviews to improve SEO: "What better indicator of credibility than a business that goes beyond publicly responding to complaints and thanking you for your compliments? Google is encouraging businesses to respond to reviews to improve their local SEO ." Source: Chatmeter
Recommended further reading: 4 fundamental metrics for review management that you need to know today !
In addition to improving your business's visibility in local searches, managing reviews will help you improve the experience you deliver.
Follow this case study from Grupo Almeida Júnior .
We compared some of the most important dates for commerce between 2019 and 2018.
Notice that the number of negative reviews dropped between 2018 and 2019 (except on Mother's Day). But what does this mean?
With the help of customer reviews, Grupo Almeida Júnior has been able to improve the customer experience on each of the important dates for commerce.
Online reviews are an excellent source of intelligence for monitoring and improving the experience delivered by the brand, you just need to know how to use them.
Check out the comparison between the commemorative dates of 2018 and 2019 below:
What can we conclude from the above results:
The number of reviews increased from 2018 to 2019 in all periods analyzed. This is primarily due to customers realizing that the company responds to reviews. In the case of Grupo Almeida Junior, the response rate fluctuates between 95% and 100% . When the company responds to reviews, it increases customer engagement, as customers feel motivated to review the company because it pays attention and responds to reviews.
negative review rate in three of the four periods analyzed. However, we found that when the rate increased (May 2018 vs. 2019), it only increased by 5%. And when it decreased, it fell to much greater levels: between 10% and 30% . This drop proves that malls improved the customer experience after applying our solution and methodology.
The RRi* grew in all periods analyzed, even though the group's shopping malls already had a very high score (grade, score), they managed to improve even further.
Read this testimonial:
"We use Harmo's information extensively in practice, especially the improvement insights you provide in your reports. We share them with our managers so they can work on the specifics of each mall. One frequently used insight is feedback on parking, which we evaluate and develop improvements for our customers' daily operations."
Sendy Luz, Digital Marketing Specialist
In today's context, customer experience is where brands need to focus, but it's still difficult to know where to start.
So, why not start listening to your customers through their online reviews? It's simple, and they're already there, waiting for you!
How about seeing how review management works in practice when applied to customer experience? Come talk to one of our experts! Talk to an expert .
