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Getting (and using) customer feedback that improves your online reputation

Webinar recap: Rave Reviews with Moira Balangue

In our latest webinar, content expert Moira Balangue of Third Coast Interactive illustrated how businesses can effectively use reviews to strengthen their online reputation and drive growth. The session was packed with insights into the relationship between customer reviews, credibility and conversion.

Watch the webinar recording

Here are some of the strategies Moira shared for businesses to convert customer satisfaction into a robust online reputation.

1. Incentivizing for improvement, not just rewarding reviews

Moira underscored the opportunity to motivate employees:

I am a big believer in incentivizing your employees when it comes to online reviews. You can't reward your customers, but you can absolutely reward your employees. I highly encourage you to do so.

This is about rewarding excellent service that leads to good experiences and, consequently, rave reviews. The measurement here is performance tied to customer satisfaction – a win-win for everyone.

  • 💡 Encourage staff by setting clear expectations and recognizing their effort.
  • 👏 Create a healthy workplace culture where positive feedback loops drive excellent customer service.
  • 📈 Use these rewards as a benchmark for staff performance and customer satisfaction metrics.

 

2. Reviews as cornerstones of reputation management

Social media profile page in smartphone screen at work. Woman looking at feed, status update or post with mobile phone. Inefficient lazy worker avoiding job. Follow, like or send friend request.

During the webinar, Moira detailed the role that managing online reviews plays in molding a business's reputation. She highlighted trusted platforms like BBB, Google, Yelp, Facebook and Amazon, discussing the unique features and differences.

For all these online platforms, be proactive in managing your profiles and encourage customers to share their honest experiences. When feedback comes in, be professional in your responses to show engagement and dedication to customer service. Lastly, research your competitors' reviews on these platforms to better understand market expectations and opportunities for improvement.

 

3. Responding with finesse to negative feedback

Negative reviews happen, but they offer a golden opportunity for businesses to exhibit their commitment to service improvement. Tips were shared on responding gracefully, such as not reacting defensively, not pressing customers to amend their reviews, and inviting customers to resolve matters offline. 

4. Direct requests to satisfied customers

Special attention was given to the timing and method of requesting reviews. Moira advocated for the 'perfect walk' approach, suggesting that businesses encourage feedback during the peak of customer satisfaction, especially contractors or home-service based businesses:

I picture the conversation to go something like, ‘Hey, while you're here in front of me, reviews have become really important to my business. Would you mind leaving us a review?’ And most likely that person is going to say yes, especially if they're right in front of you.

Here’s a review-request checklist to follow:

  1. Request feedback when customers are most likely to report a positive experience — immediately after service.
  2. Incorporate review requests into the regular business process, making them standard practice for employees.
  3. Always comply with FTC guidelines, avoiding incentives that could be viewed as compensation for positive testimonials.

 

5. Reviews as SEO and marketing amplifiers

Expanding upon the importance of managing reviews, Moira discussed how they can be leveraged for SEO benefits and how to incorporate them into marketing materials.

  • 🔎 Keep profiles on review sites complete and accurate, enhancing visibility and referral traffic to your website.
  • 📌 Get explicit consent when using customer reviews in marketing materials.
  • 📊 Track the impact of reviews through analytics tools like Google Search Console.

 

Final thoughts

Computer with BBB Customer Reviews

This webinar offered a comprehensive suite of tactics to help businesses use feedback as a tool for growth and reputation enhancement. An emphasis was placed on the sincerity of the responses, the timing of review requests, and consistent engagement with customer experiences.

To continue learning from the best in the business and adapting these strategies, register for future webinars through our Behind the Sign series page. As a reminder: All registrants receive a recording of these sessions.

Next up, we’re excited to welcome small business expert Carol Roth for a session on using customer loyalty tactics to grow your business. Secure your spot to gain even more insights into expanding your business prowess.

Next webinar: How to Use Customer Loyalty to Grow Your Business