Value of BBB Reviews

Reputation can mean everything, especially for a small business owner trying to attract and retain customers. You want to be able to tell customers that your business is trustworthy and transparent – and what better way to illustrate that story than through online customer reviews.

But it’s harder than it sounds, because many small businesses have a difficult time receiving positive reviews, responding to negative ones, and marketing reviews to help their business grow. In this article, we break down the power of customer reviews for your business, why reviews are essential to consumers, and how to leverage reviews to help your business be better.

In a Bright Local Consumer Review Survey,  82% of consumers read online reviews for local businesses, with 52% of 18-to54-year-olds saying they ”always” read reviews. And with more people turning to the internet to find local businesses, company owners have a tremendous opportunity to get in front of potential customers with the right message.

According to Moz, Local Search Ranking Factors survey, reviews have a 15% chance of influencing your position in local search results.

So what does this all mean? Customer reviews can improve your online reputation which helps businesses build trust with customers, converts searchers into leads, and boosts local search rankings, according to Bright Local.

One of the biggest challenges for businesses and online shoppers is determining which reviews are real and which ones are fake. Many online review sites struggle in trying to weed out bogus reviews or reviews created by bots. In one study by Spiegel Research Center, the purchase likelihood for a product with five reviews is 270% greater than a product with zero reviews, so, unfortunately, businesses may fraudulently try to generate reviews, especially positive ones.

But in that same study, consumers also indicate that fake reviews can damage trust, believing that five-star reviews may be too good to be true. That study is just one of many that validate the importance of responding to negative reviews and avoiding using fake positive ones in an attempt to manipulate a rating.

Still, many businesses turn a blind eye to online reviews because they rely on local customers, referrals, and foot traffic. But with more online review sites available to consumers, the need for trustworthy reviews has never been greater. Consumers are savvier and can comparison shop quickly by searching for a business on their phone.

Reputation can mean everything, especially for a small business owner trying to attract and retain customers. You want to be able to tell customers that your business is trustworthy and transparent – and what better way to illustrate that story than through online customer reviews.

At Better Business Bureau, we and our Accredited Businesses are committed to our Standards for Trust, especially when it comes to being transparent, honoring promises, and truth in advertising. With BBB Customer Reviews, we try and vet each reviewer when a comment is submitted to check for authenticity. And while it’s next to impossible to guarantee that every comment is legitimate, here is how BBB tries to ensure accuracy and transparency.

• BBB validates the email address or phone number of reviewers.
• Allowing the business to respond to a customer review and share their side of the story before it is published.
• Allowing the reviewer also to submit comments on the customer review. Comments from third parties are not allowed.
• Not allowing anonymous reviews or reviews  where the consumer got compensated. 
• Customer reviews are posted  to the company’s BBB Business Profile. 

To date, BBB received more than 4 million customer reviews but has published only 62% of them – and for a good reason. In our battle against fake reviews, BBB is determined to take extra steps to ensure the reviewer is authentic. According to the BBB Trust Sentiment Index, consumers rank a business’s reputation first when determining trust.  An honest and legitimate review can go a long way in helping consumers make better purchasing decisions and for companies to put their best foot forward.

A consumer files a complaint when the consumer wants BBB’s help to resolve a dispute with a company, usually (but not always) involving a monetary claim, and wants to share the outcome with the public. Customer reviews allow consumers to share with BBB and the public their opinion – good or bad – about companies with which they had a marketplace interaction. Unlike most review sites, BBB requires consumers to provide their names and share this information with the business to confirm the interaction and prompt a response. This and other measures help maintain the integrity of BBB’s customer reviews by reducing the incidence of fake reviews.

• No impact on BBB letter grade
• Reportable on an Accredited Business’s Business Profile for 36 months
• Processed in 10 days or less on average
• Resolution not required

Process

BBB customer reviews allow customers to rate their marketplace experiences with businesses using a star scale. Just like our complaints, reviews are sent to the business before they are published online. Consumers, upon request of BBB and businesses, must be able to provide substantiation of the marketplace interactions. Here are the steps we take to ensure that you can trust that every review that is posted is accurate and honest.

• Validating the email address or phone number of reviewers.
• Allowing the business to confirm an interaction with a particular consumer and respond to customer comments.
• Allowing the reviewer to also submit comments on the customer review. Comments from third parties are not allowed.
• Scrubbing reviews to remove any inappropriate language or personal information before the review is published.
• Not allowing anonymous reviews or reviews in which the consumer was compensated. 
• Publishing the customer review to the company’s BBB Business Profile. 

There are several creative ways to showcase your customer reviews and polished online reputation. Much like marketing your BBB Accreditation, we recommend these five actions to use online reviews to improve your business reputation.

1. Respond to customer reviews – One of the best ways to improve your online reputation is to respond to reviews. If a customer leaves a negative comment, use it as an opportunity to work with the customer to find a solution to the problem.
2. Follow-up with customers – After a purchase, reach out to the customer a week or two later to ensure the product or service provided is exceeding expectations. Ask the person to leave an honest review and share feedback that will help your business be better.
3. Monitor review sites – Carefully check online review sites to ensure your reputation is solid and customer demands get answered in a timely fashion.
4. Provide easy options – Make it easy for customers to leave reviews by including a link to your business profile or the BBB Leave a Review page on your website, posing questions on social media, or reminding customers to provide feedback at the point of purchase.
5. Share positive reviews – Don’t be shy! Encourage customers to read your online reviews by visiting your BBB profile page. Advertise your BBB Accreditation, rating and customer reviews by adding a link to your BBB profile on your website and on social media. You can even share customer reviews with your own staff, to help boost employee morale and encourage better customer service.

The world of online reviews can seem overwhelming, but if managed correctly, it could provide your business with a valuable reputation boost. While there are several online review sites available, consider leveraging trusted BBB Customer Reviews. After all, it boils down to trust, and what better way to tell a customer you’re a trustworthy business than aligning yourself with BBB.

For more information on how BBB can help with your business goals, visit the BBB Get Accredited page.

Be prompt. Time is of the essence when it comes to responding to any type of customer feedback, but especially those who are dissatisfied. Your response to negative feedback is an extension of your customer service policy and a prompt response shows that you care.

Answer thoughtfully. It can be difficult to remain levelheaded when someone is speaking negatively about your business, especially if you feel like it is hurting your reputation. But, remember, while it is important to respond in a timely manner, you should never answer a negative review if tempers are running high. Always remain calm and collected, no matter how harsh the feedback. Take in their feedback and respond genuinely. Here is what your response should include:

1. Acknowledge the issue. The key is to let the reviewer know that they are being heard. This will help temper hostility and, generally, move the conversation forward.
2. Apologize. No matter how hostile the message is, it is important to show respect and humility in your response. Acting defensively will make them defensive, and it will be difficult to resolve the issue.
3. Offer a solution. The solution depends on the customer’s experience and what you can offer them. Whether it is a discount on a future service or offer to replace the product they are dissatisfied with, it is important to find some resolution that you both can agree on. If you want to continue the conversation, give them a phone number or email address to continue the correspondence offline.

Follow up. You responded to the negative complaint or review, but it is equally important to continue the conversation until there is a resolution. While you can’t guarantee that the customer will continue to engage with you, it shows that you did everything you could to find a solution. Also, many customers are willing to change past reviews or feedback based on the service you provide them, which looks great to potential customers!

Receiving reviews is a common occurrence when trying to build a strong online presence and marketing strategy. According to a study, 97% of shoppers say reviews influence their buying decisions and 92% are hesitant to purchase an item with no reviews.* The challenge is that the majority of people tend to be unmotivated to write reviews unless they’ve had a negative experience. Here are a few tips on how to incentivize your customers to leave you a review.

_{*BrightLocal 2020 Local Consumer Review Survey}

One of the most effective ways to get customer reviews is to ask for feedback swiftly. Many satisfied customers are more than willing to write a review, but you are more likely for customers to follow through if you prompt them while the interaction is fresh in their minds. In this communication, whether it be an email or in person, remember to be cordial and thank them for their business, as this interaction can influence their review.

While most people are likely to monitor certain sites like BBB.org for their reviews, social media also plays an important role in the reputation of a business. Happy customers may decide to follow your accounts or comment on your posts, giving you the perfect opportunity to interact with them. A quick thank you and asking them to leave a review could pay off!