customer satisfaction survey

Customer Satisfaction Survey – A How-To Guide

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Customer reviews need to be managed as carefully as your business reputation or branding. However, this can be very time consuming. We’ve taken a look at how software can now manage the whole process, from quickly getting a survey online to managing responses, saving a great deal of time and helping your business do better in search rankings. And we also address how to beat customer review fatigue, and get those reviews coming in.

Reviews are a fact of life for businesses today and they’re incredibly helpful in highlighting what the business does well and what needs improvement. But for many businesses, the growing number of social media platforms and the need to curate reviews mean that managing customer reviews is taking up time that would be better spent growing the business. Read More

Do Online Reviews Help With Search Engine Optimization?

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In the proverbial “alphabet soup” of digital marketing strategies, SEO tends be the most widely discussed. Many focus upon topics such as keywords and HTML tags, but the fact of the matter is that user-generated reviews can have a massive impact upon SERP rankings and therefore, the success of the your business as a whole. Let us take a look at why these reviews are able to benefit a budding enterprise as well as how they can be enhanced through the power of social media. Read More

Google Review Link How To Guide

Google Review Link [How To]

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With more than 90% of customers researching online before making contact with a business, having positive Google reviews is great for SEO and vital to the success of any small to medium enterprise. In this guide we’ll show you how to create a short Google review link in under 5 minutes so you can start to generate more online reviews.

Businesses need positive reviews in order to turn browsers into buyers. Google business reviews in particular are widely trusted, often as much as personal recommendations from friends and family members: because they are linked to a personal email address customers can be far more confident that they’re genuine. Read More

How to add reviews to your Facebook Page

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Facebook reviews are a critical part of any businesses’ online marketing strategy, they demonstrate credibility, approachability, and show your prospective customers that you can be trusted. In this article we’ll show you how to add reviews to your Facebook page in 4 simple steps.

Making sure your customers leave reviews of your business can be a tricky process, even though actually leaving reviews is quite straightforward. That’s because the perceived effort can be quite high. Read More

Segment Your Customers For More Sales

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Knowing your customer based on their group or sub-group is what segmentation is all about. Essentially, it’s the separation of your customer based on certain demographics, preferences, or previous feedback.

In a previous blog post we discussed the idea of making your request for an online review appropriate. With segmentation, the process is taken a step further. If your customer feedback isn’t segmented in any way, then it can have at least two negative effects: Firstly, anyone reading a review of your business can’t tell whether they are looking at something that is relevant to their needs. Secondly, it means you will find it harder to respond to any review you receive appropriately.

Let’s look at an example of how reviews that aren’t segmented can have a negative impact – Reviews of a travel agent that aren’t segmented might bundle in the experiences of business travellers alongside family holidaymakers. Both groups probably have different expectations of the service they looking for. If a family is looking up a review of your services because they are thinking of booking a week away in the sun, then they really don’t need to look at a long list of reviews of business class flights to city destinations. Likewise, an unsegmented set of reviews will mean that business and first class travellers are exposed to the opinions of people who are operating from the perspective of a very different price point.

Thankfully in many cases online review sites now let users only see reviews that are relevant to their needs, by using filters.

But segmenting gets really powerful when you start doing the segmentation yourself – creating customer lists based on factors like whether they had a positive or negative experience with your company, marketing (or not) to these groups, and looking for patterns in the negative reviews you receive.

Segmenting By Experience

If a business asks all of its customers for online reviews before it takes the time to segment them based on experience, then they will inevitably run the risk of increasing the proportion of negative reviews it receives. You can see the sort of problems that might occur as you begin to solicit a greater number of reviews by looking at your competitors reviews. Examine the age, education level and other preferences of your competitors’ reviewers and look for any trends you can identify with the type of person that is most likely to be negative when reviewing. Once you have done so, you can be all the more careful in your approach with the same segment of your customers.

By correctly identifying the more problematic segments among your client group – not problematic customer exactly – you are better positioned to either improve your service offering in the first place or to mitigate the sort sort of negative reviews you might receive. For example, it may lead you to more carefully nuance the questions you ask when seeking feedback so that more positive, or at least less negative, customer comments are made.

Gilead Sciences – A Case Study in Segmentation to Better Understand Customer Experiences

According to the Harvard Business Review, the case study of the globally known Gilead Sciences offers an excellent insight into the failure to understand the experiences and expectations of a segment of a client group. Crucially, this study demonstrates that basic dissatisfaction with a business can lead to a much wider failure to reach out to the affected segment. Gilead, a bioscience company, discovered its problem following the development of a new drug therapy. Upon releasing it, they were pleased that sales to new patients needing a therapy of this type were good. However, despite the medication offering certain advantages over existing ones, the marketing team also noticed that sales to patients who were already undergoing treatment were nowhere near as strong.

Gilead sought consumer feedback reviews and discovered that among patients for whom the therapy was developed there was a level of trust that was needed that they had not accounted for. Among their chosen segment, switching medications turned out to be a very different process from opting for an alternative cold remedy, for example. When dealing with a more serious condition, the company’s marketing team learned through segmentation that its target patients – those with HIV/AIDS – were much more focussed on the potential side effects of any new therapy rather than the potential benefits it would bring.

As a result of this sort of segmented market research, Gilead redirected its marketing message to place a heavier emphasis on the new drug’s lower levels of serious adverse effects, as had been established during field trials. Furthermore, the business also chose to segment the patients’ doctors according to their their willingness to prescribe new medications compared with established ones. Following this exercise, the marketing team basically made it psychologically easier for patients to switch from their existing therapy to the new one and for medical professionals to recommend doing so. As a result, the market share of the business’ principal competitor dropped by around a third.

If you’d like to know more about segmenting your customers based on their feedback why not take a look at our free customer feedback training course; 5 step sto 5 stars.

Customer Survey Questions Blog Post

What Customer Survey Questions Should I Use?

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What Customer Survey Questions Should I Use – Better Online Reviews Part II

In part one we discussed the importance of precisely when you ask for customer feedback, in part two we’ll look at what goes into great customer survey questions.

A mistake that’s frequently made by business owners and marketing professionals when they are soliciting a review of their business’ service is simply asking too many questions.

Just like getting the timing wrong, putting a huge list of questions to your customers becomes irksome. Even clients who have felt positively about the entire sales process can end up leaving you a downbeat review if you go on and on drilling down into every aspect of your business. It is worth bearing in mind, after all, that some questions you might ask are going to be entirely irrelevant to certain customers depending on why they have turned to your business in the first place. For instance, if you sell food, then why would you ask a question about how well the food was heated if the customer in question has only bought a sandwich? This example brings us neatly to the subject of appropriateness. Read More

Better Online Reviews – Part One

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All businesses can do with better online reviews. Even if your business is of the bricks and mortar type, as opposed to operating entirely in the online world, your internet-based reputation is crucial. This is because many customers, new and existing, will seek out the opinions of others. Without adequate reviews, you may find that existing customers try out your competitors. Equally, a lack of good online reviews can mean that some would-be clients are put off, perhaps wondering whether or not you are a genuine business at all.

Many small and medium enterprises rely just as much on word of mouth recommendations to gain new business and to grow as they do on traditional marketing techniques. In the online world, you can consider your online reviews to be the equivalent of a word of mouth recommendation or testimonial. Indeed, research has shown that 84 per cent of people trust online reviews just as much as they would a word of mouth recommendation. Read More