Best practices of online review management
The value-added models and strategies are what we could call, the perfect world, but what about the real one? How do they apply within your e-commerce company? First, let’s have a look at what marketing research says.
We can highlight 3 main points:
Then, how to implement that in your e-commerce company? Here are 2 ideas for you.
Create a proper online process
First, as previously mentioned, you would need to allow your customers to leave reviews, be it on your social media channels, Google and your product page. Also, consider using a specific review service.
Then, as described in the following video by the online marketing guru, Neil Patel, you should respond to online negative reviews positively, offer explanations and improve your business.
Here are the key elements you should include in a canned response to negative reviews or claims. We would like also to provide you a template that you can use to respond to such negative reviews:
“Dear [name of the customer], thank you for your review and for sharing your feedback. We are sorry to hear that you had a bad experience with our product/service. As you took the time to share your experience which will definitely help us to do better, I would like to take this opportunity to investigate further. Please contact us at [email address] or call our team at [phone number]. In the meantime, my dearest apologies on behalf of [your company name].
Best regards, [your name]”
This is one example of how you can respond to a bad review. Feel free also to include a right and reasoned explanation. Don’t forget also, after taking things offline and resolving the customer issue, to ask for a review update/revision.
Minimize negative experiences by upgrading your logistics process
One of the main sources of dissatisfaction when shopping online is often the post-purchase experience, especially the logistics and delivery parts. To improve that, you can work on 2 elements of your order fulfillment.
First, offer various delivery options to cover all risks of price and delivery time negative perceptions. Providing transparent tracking is also a must-have.
People are also more likely to expect their purchase to be delivered in a pick-up station, or at home. You have to cover these expectations to improve satisfaction.
Second, create a solid return management process. One can see a risk when buying online. Not the right color, size, features, etc. That’s why providing a return policy that fits customer needs and expectations is always a plus. For example, use return labels that contain all the information and include it inside the parcel so the customer has just to put the product into a box, stick the label and give it back to the delivery service provider or the post office. In the meantime, you must clearly include information about your return process on your online shop, especially the policy and the deadline (e.g. “free returns within 30 days”).
By reducing potential sources of dissatisfaction in your process and going further with a better customer experience, your e-commerce business will benefit from it as well as your online image.