Seek Testimonials

Ways to collect and use customer reviews

Today's consumer often looks for positive customer reviews before they spend their money. Your business will increase its credibility when it's visibly backed by users who love your products and services. Not only that, but you could also extend your reach on the Internet if reviews are posted on third party websites. Incorporating glowing reviews into your marketing strategy will inspire your customers in ways that other marketing attempts just can't. Here are a few ways to collect and use customer reviews:

1. See what your customers are already saying. Search for your company on a search engine along with the words "reviews" or "complaints." You may find comments about your business that you didn't even know were out there. And when you know where your customers are already writing, you can help direct other customers to publish reviews in those places.
2. Make it easy for customers to submit reviews. Give your customers choices in how they submit reviews to you. For example, use your email newsletter to supply links to third-party review sites, such as Yelp.com, where they can talk about their favorite aspects of dealing with your company. Also, encourage submissions directly to you, either through email or by posting to your social media fan pages. Trust us — if a customer sees other great reviews on your social media site, they'll be more likely to join on the bandwagon and submit their own!
3. Distribute surveys after a sale. It's always a good idea to get a testimonial while the customer's positive experience is still fresh in their mind. Don't forget to include open-ended questions in your survey, so you can extract a few nice quotes. For example, you may want to ask customers why they value your product or service over a competitor's. You can even contact customers who had great experiences to ask for another interview or a longer testimonial. We don't suggest offering an incentive, though — you want the review to convey sincerity.
4. Post your success stories. Share your customers' reviews in your print publications, emails, business blogs, and on your website. Sometimes you'll want to use just a short quote, other times you might want a full testimonial. Put them where all visitors will see them — on your homepage or a landing page for a product, for example. Often, an enthusiastic review can convince an indecisive customer to take the plunge and do business with you.
5. Listen to your customers' opinions. Don't forget to use all of these reviews to your tactical advantage — you'll be able to see the areas where your company is doing well, as well as areas that could use some improvement. This will help you mold a business that really considers its audience's needs.