7 Ways to Make Customer Reviews Part of Your Support Process

Daryl George

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If you’re a business that’s interested in offering exceptional customer service, then you have to go above and beyond your regular customer support channels to find out what your customers are thinking. One of the ways in which you can improve your customer service is by monitoring customer reviews. Customer reviews are extremely important in determining how your customers perceive your business – and with 90% of customers reading reviews online before they visit a business, and 61% of customers reading reviews before they make a purchase decision, it’s plain to see that customer reviews would be important for your customer support team to consider when addressing customers.

Below, we’ll talk about some of the benefits of customer reviews, and how you can use these reviews in tandem with your customer support team to improve customer satisfaction.


Benefits of customer reviews

Customer reviews are important for a number of reasons. For example:

Social proof

Customer reviews serve as a form of “social proof” that legitimizes your business and will make potential customers more likely to buy from you. Since customer reviews are highly trusted, particularly in the case of positive reviews, reviews are one way in which potential customers can create a connection with a business that will resolve the issue of unfamiliarity and allow them to perceive your businesses as one that can be trusted to provide quality products.

Free promotion

Consider every review of your business as free advertising. Your company and product are exposed to a wider public, and also offer SEO benefits as keywords that your business will find useful are repeated in tandem with your business, increasing your rankings on search engine sites such as Google.

Free customer research

While many companies pay literally millions of dollars to learn more about their customer, reviews provide a valuable resource for customer data, with many review sites providing background data on customers in addition to their issues.

Increases sales

Customers are more willing to spend on products that already have customer reviews. On average, for every 50 reviews on a product, a company can expect a 4.6% increase in conversion rates, while customers are 63% more likely to purchase from a company that has user reviews.


How to use customer reviews to improve customer service

Use reviews to improve customer support/products

Did the reviewer provide a negative review? Good. Instead of viewing criticism as a negative outcome, you should treat it as a free marketing consultation. Resist the urge to ignore or dismiss the negative review, and use it as an opportunity to evaluate the products that received the negative review and figure whether or not you may need to adapt to eliminate any weaknesses or flaws in your products. By listening to constructive criticism and adapting your products you can improve your product and increase customer satisfaction.

Respond properly

If possible, respond to all comments, whether negative or positive. By doing so, you can demonstrate that you care about your customers, whether they leave positive or negative feedback, and are willing to engage them.

Use it as a customer satisfaction gauge

Do you frequently score top marks in your reviews for your customer service or other areas? Or do you frequently received negative reviews? Lots of good reviews indicates that your customer service team is doing a good job, while you may need to reexamine your customer service team and processes if you’re staring down the barrel of numerous negative reviews.


Do you use customer reviews to improve your customer service? Let us know how in the comments section below.

Taking these points into account, why not get started with HappyFox Chat today and get some feedback as well as reviews from your customers. Start your 14-day free trial!

Daryl George

Daryl George is a freelance writer and blogger. His areas of expertise include business blogging, inbound marketing and freelance writing. You can catch him at freelancewriterstartup.com if you'd like to know more about him.

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