The author of the book How to Win Customers and Keep them for Life Michael LeBouf said that, “Every company’s greatest assets are its customers, because without customers there is no company.” Your customers are your most valuable player on the business field. They are your catchers, pitchers, basemen, coaches, hitters, runners and fans. Without them you have no purpose, no game, and no business.
Knowing this, you probably then should understand the importance of customer ratings and reviews. They are the gateway to exceptional customer service. Customer ratings and reviews allow your customers to rate and review your products and services, giving you the opportunity to improve your company based on the thoughts of the consumer.
So how can you properly do this?
First, give the customers the chance to let you know what they think and feel about your product, your employees and your service. You can ask them verbally, print one out and have them fill it out in the store or mail it to them using a postage paid postcard. Another, now popular way to get ratings and reviews is from a legitimate online ‘social proof’ provider like Shopper Approved that can send questions to your customers digitally.
Next, do something about what your customers say. If most of your customers are complaining that the prices are too high, rethink your manufacturing. The truth is, if one is thinking it, there are at least ten more that are also thinking it, but just not saying it. It’s the quiet customers you should be concerned about. They come, don’t have an enjoyable experience, and then go to your competitors.
React to what your more vocal customers tell you to fix. Then get the word out to the quiet customers as fast as you can that the issue has been resolved. This can be done through signage, word of mouth, newsletters, or online updates.
The key to winning the business game with customer ratings and reviews is to make it right as soon as you learn that there are issues. Nelson Boswell said, “Here is a simple but powerful rule: always give people more than what they expect to get.” If a customer is not happy, make them happy. Compensate them for their troubles and make it right. Go above and beyond what they would normally expect from a business and amaze them. These customers will recruit others to utilize your product or service and you will be successful.