offer bonuses to employees whose customers write favorable reviews about the company.
A online review is when a company allows customers to post user-generated reviews of their products & customer service right on the company’s web page, and in some cases, The company’s social media pages, such as Facebook. There are dedicated review sites like the popular yelp & Angie’sList that are not affiliated with a specific company & invite posters to evaluate their purchases & experiences with a wide variety of businesses. This site help potential customers decide which companies to hire. It is not just securing new customers, though. Once you start as asking for reviews, your employees are going to step up their service.
Why are online reviews important?
Online reviews are important because so many customers rely on them to help them decide what to buy & where to buy it. Managers know bad reviews are bad for business. Even if employees know that, too, they might not care – unless the reviews they are getting affect their wallets.
Good reviews, on the other hand, are good for business. They can boost business & solidify a company’s online reputation. A lack of reviews doesn’t do anything to help a business recruit additional clients.
Small business owners who want to bolster their book of business are finding ways to get their customers to post about good experiences on business sites like Facebook, Google and TripAdvisor because they know reviewer ratings and recommendations are convincing – even if they are not always trustworthy.
In fact, a Local Search & online Reviews Survey found that 57.7% of consumers who search those sites looking for recommendations wind up making a purchase based on the reviews. More than half of consumers in the survey said they often or always read online reviews before they decide where to buy. More than 62% said they believe online reviews are important.
They are important, but not only for those consumers. They are important to every business that offers products or services for sale.
Require employees to ask for online reviews of your services
Consider this is a story about the cable technician who arrived 1.5 hours late to the home of a customer to hook up a couple of new, widescreen TVs. The tech doesn’t call the homeowner with a heads up about his schedule, & when he finally arrived, he acted like he was doing the man a favor. He was unfriendly & barely spoke to the man. He didn’t have all of the tools he needed for the job. & his work was so unacceptable that the customer called the cable company to request that a different tech be sent to his home to finish the job.
Fast-forward two years later. The homeowner had moved to a different house. Again, he had two big TVs to hook up, so he called the cable company. And the very same tech showed up; this time, however, he was on time and had a smile on his face. He was friendly, talkative and efficient. He did great work and he asked the customer what else he could do for him.
Then, as he walked to the door to leave, the tech asked the man if he would be willing to post an online review rating the tech’s service that day. He said his manager had started considering positive customer feedback when doing employee performance evaluations and awarding bonuses.
In fact, the company had made it a policy to require every tech to ask every customer to post online reviews. The techs had cards to hand to customers that identified the techs by name and included the websites where the homeowners could post their reviews. What a difference that policy made.
That surly tech learned quickly that good customer service translates into good reviews and that late arrivals, rude behavior, sloppy work and a careless attitude result in bad ones.
In this tech’s case, good reviews equal more money for him. So he did everything he could – the second time around, after the policy took root – to make sure that customer posted a positive review.