Who is your favorite customer? A customer that leaves a lot of money on your desk may be quite convenient, but what about the customers who keep coming back? Or even better: The loyal customers who may not spend a lot of money, but who are so excited about your business that they speak out loud about you. Those customers are your brand advocates and cultivating relationships with such customers could mean a lot to your business. Keep reading to find out how you can use customer reviews to build brand advocates.
When a customer reviews your business their message should not ignored or left unanswered. Most companies spend resources monitoring and answering negative reviews and that makes perfect sense: You want to defend your reputation and show other customers that you care. If you do this well and act in time, you can convert a formerly negative customer into a satisfied one, who neither adds nor subtracts from your overall brand value.
Surprisingly, a typical company with a review strategy in place and resources assigned for dealing with customer feedback will simply stop here. If you can neutralize angry customers, you can go one step further and turn neutral customers into brand advocates.
I rarely find companies that reply to all reviews on Trustpilot and have wondered why. If you get a compliment in real life, you would at least say “Thank you,” but many positive reviews are actually left unanswered. With the current number of reviews on Trustpilot, that’s roughly 5.000.000 missed opportunities that could result in brand advocates or at least stronger customer relationships.
So, let’s say you just received a 5-star review from a positive customer. What’s your next step?
Here’s how you could turn that customer into a brand advocate:
Such an approach drives conversations; you signal that you are listening to your customers, while your positive customers feel treated in a special way during after-sales too. That’s three birds with one stone.
As much as I would have loved to share examples of companies using Trustpilot to create brand advocates, I could not find any one that takes it to the next level.
But please tell us if your business is doing well here and prove that the marketing wizards have not just made it all up.