As user generated content (UGC) becomes increasingly popular, people are relying on the reviews of products and services from their peers on their decision-making process. There are a number of reasons this is important to a marketer in today’s age. But, most importantly, how do you strategically focus on these reviews and have them make you more successful? Check out 7 reasons to embrace customer reviews below:
If consumers find themselves questioning the quality of service (was the food you ate at the restaurant spoiled, is this billing procedure at this hospital normal, etc.), they might seek out consumer reviews. By comparing their service experience to others, they can make the decision of if their experience is normal and they can base their experience off of that.
When products are similar, it's common to resort to a comparison of reviews as the final decision-making act. When products are uncommon and consumers have little information on said products, reviews offer trusted insight to consumers about what to expect with that product.
Executing surveys can be costly and time consuming. By evaluating reviews qualitatively, you can make changes to your business or practices that could benefit your company down the road, for little to no cost.
Although online consumer reviews can be viewed as user generated content, that content is done on a platform that allows a response. My choosing to respond publicly to a review (negative and positive), you're able to resolve issues transparently and not lose trust or respect with two-way dialogue.
With over half internet users in America seeking medical advice online, reviews are a platform that provide the information they might be looking for. Individuals are able to ask questions online seeing recommendations and suggestions for different services with just some typing. Similar to word-of-mouth marketing, word spreads quickly.
Does an item ever seem to good to be true? Online reviews are being used to compare product descriptions and reputations that the company communicates with those that have actually purchased the product. It's common for users to seek if the quality of a product is actually there, or if the product works as well as its advertised to.
Reviews have the ability to persuade consumers to buy a product through a narrative. This is commonly seen when someone explains the great experience they had at a restaurant, the personal touch that their doctor provided them at a time of need, or the time that the car dealership went the extra mile. Reviews don't need to just be numbers, but can have a narrative that is taken seriously by those searching for feedback.
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