Customer Reviews Can Be The Bane Of Your Business Or A Great Advantage

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In the modern world, bad news and bad reviews spread across the internet like wildfire. An example of this would be Ben Hur. Ben Hur, the last big blockbuster of this summer, was torn apart by critics. Unsurprisingly, it will now leave the box office as one of the summer’s biggest bombs. All of this was due to bad word of mouth, which doesn’t always have an effect. When it does, though, it can kill off profits in an instant. Now, Ben Hur might have failed anyway due to poor marketing and a disconnection between what the general public wanted. These days if your movie doesn’t have superheroes in, you’re unlikely to break the five hundred million market. Still, a good word of mouth could have drawn out the Christian audience in droves. It didn’t, and that’s a shame because they might have loved it. What does this have to do with your business?

Well, the same principle can be applied to any company selling any product. Poor reviews will lead to low returns and a bad revenue. Great customer reviews could allow your company to rise to the top of the market. As such, we need to think about what ensures you get a good customer review and what drives clients up the wall. Let’s start by thinking about customer service.

Customer Service: You Need It

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There are a few businesses on the market right now who believe hiring a team of staff for customer services is no longer necessary. In particular, they tend to avoid hiring staff to answer the phones. That’s fair enough; we suppose because hiring a full team of staff is expensive. It can also seem like a waste, particularly if people aren’t always calling. But is it a waste? We’d argue probably not. What happens when you do have an issue with your business or product. The phone lines blow up, and you have no one to answer them. Your customers are left waiting, growing more irritable by the second. When they do finally speak to someone, they immediately demand a refund and swear never to buy from you again. Oh dear, so what are the alternatives? There are two that you may wish to consider.

The first is an automated response for customer services. Rather than hiring staff, you can buy call handling software. Calls will be dealt with by machines and transferred to staff online when necessary. Interesting idea, so what’s the downside? There’s the possibility that the tech doesn’t work, or it breaks down, and you’re back to square one. However, you won’t need to worry about customers realizing they are speaking to a machine. These days, they sound and respond in a way that makes them seem human. Customers can hardly ever tell.

The other option is to outsource this issue. Rather than hiring a team, you can hire a company to handle calls for you. At a better value for money, you can guarantee customer issues are taken care of without delay. This is the option we’d recommend.

Packaging And Deliveries: They Have To be Perfect

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Delivering a great product is one thing, but you have to make sure it gets there in one piece. You’d be surprised how many businesses fail on this front. Usually, it’s because they’ve cut cost on the packaging or a delivery service. Most businesses don’t have an in-house delivery team. Instead, they outsource the issue again. The problem is that some companies use an inferior outsourcing service. If you think this won’t damage the reputation of your business, guess again. It will because customers won’t know you’re using an outsourcing service. They’ll assume you are directly responsible. That’s why you need to be careful if you hire a 3rd party logistics company. Check their customer reviews online and make sure you’re getting in bed with a company that you can trust.

If you’re handling packaging yourself, make sure you complete a quality job. Don’t cut corners here. If it’s one thing customers hate more than anything, it’s receiving a product that’s broken or damaged. Then, your customer service telephones really will be blowing up.

You might also want to provide some form of interaction between the delivery process and customers. These days, customers half expect to be able to keep track of the delivery. They want to know where it is at all times. They may not accept a message that simply reads ‘no tracking available.’

Employees: The Problem Or The Solution?

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You need to model your employee services on employees hired by Disney. They need to be polite, friendly and always willing to go the extra mile for customers. If you do this, then you might be able to turn a bad review into a good one. If your business has failed in some way, the first thing a customer will do is get on the phone or write an email. The response to this complaint needs to be handled perfectly. If it is, a customer might forgive you because they are, quite frankly, amazed by your team of staff. Bonus points if the issue is resolved without delay or attempting to put the blame on the customer. You must make sure your staff avoids comments like ‘you should have been in’ or please wait so many days. Customers won’t accept this type of service.

One way to guarantee great employee service is by encouraging individual customer feedback. If employees know they are being monitored, they will always strive to do their best.

Engagement: You Better Do It

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Last but not least, you need to make sure you are engaging your customers as regularly as possible. Contact them on social media and respond to any customer reviews that they do post online. Remember, negative reviews are only damaging if customers listen to them. If you respond, you can offer what could be your side of the story. Although if you do respond, it’s best to admit responsibility and offer a solution. That way, you are showing potential customers that you do take complaints and issues on board. You don’t just ignore them.

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About Dequiana Jackson

Dequiana Jackson, Founder of Inspired Marketing, Inc., helps overachieving women entrepreneurs conquer limiting beliefs and create marketing plans that grow their businesses. This includes one-on-one marketing plan development, digital product creation, web design and content marketing. Dequiana is the author of Know Your Business: How to Attract Ideal Clients & Sell More and runs the award-winning blog,

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One comment

  1. It is quite astonishing to see the havoc or benefits customer reviews can have on business success; while many business owners will agree to this, only a few take decisive actions to turn this monstrous power in their favour.

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