1) Send customizable follow-up emails to garner impactful reviews
When customers feel heard, their perception of the brand improves. This is why an automated follow-up email system is an important step in reputation management. Once the customer has tried your product, a follow-up email gives them a chance to voice their opinions. These emails should add value to the buyer’s journey and have an effective call to action instead of pressing them to leave a review.
It is ideal to send the emails shortly after the customer has received your product, so it is still fresh in their mind. Also, the message added in the email should be personalized according to the product ordered by the customer. It is not recommended sending more than 1-2 follow-up emails over a time period of 7-15 days, as it hampers the buyer’s experience.
Additionally, send emails to customers who have left positive seller feedback, but did not leave a review. Be sure to add step-by-step instructions on how to leave a review to make it easy for them.
2) Curate prompt and polite responses to improve customer experience
Responding within 48 hours of receiving feedback can boost customer confidence in your product. A quick and thoughtful response also helps mitigate any negative experiences and makes room for positive brand interaction. Customers appreciate responses that are considerate, professional, and direct.
Create multiple templates beforehand to make the feedback loop fast-moving and effective. While doing so, make sure to follow Amazon guidelines by not offering any incentive in exchange for removing a review. This is considered as review manipulation by Amazon and should strictly be avoided by sellers.
In fact, in 2016, Amazon banned sellers from incentivizing their review campaigns, along with some other not-so-credible review tactics such as spamming the ‘Report Abuse’ feature on your competitors’ listings or writing glowing endorsements for your own products.
3) Utilize customer feedback to enhance your offering
Understanding key takeaways from both negative and positive product reviews can help in altering your product according to the taste of your target audience. Since reviews are unbiased in nature, it provides third-party insight into the overall quality and perception of your product. Product enhancements that take these details into account are much likely to boost your sales.
For instance, if you sell t-shirts, and you constantly get complaints about your sizes running small, it might be time for you to take a closer look at the sizing chart you follow and make necessary adjustments. At Growisto, we have developed an AI-based tool to analyze customer sentiment and reviews on our listings and also on our competitors’.
Another aspect to factor in is seller feedback, in case you are fulfilling orders on your own. It comprises customer issues pertaining to packaging, shipment, and fulfillment. Deep diving into them can prove beneficial in the case of new customers who have little to no prior experience with the brand.
4) Analyze reviews regularly to manage customer expectations
Customer feedback can give you a clear idea of what the customer expects from your product. It will help you understand decision-making factors that must be included in the product listing. For example, we noticed that one of our bedding category clients received many negative reviews pertaining to the thickness of a product. To address this issue, we altered the content to set expectations right off the bat. As a result, the negative review rate dropped significantly.
Monitoring customer reviews also allows you to report any fraudulent reviews posted by unverified or fake sources, and in turn, improve your product’s review and rating.
5) Leverage Amazon review services
- Amazon’s Request a Review Button- With the help of the Amazon Buyer-Seller Messaging system, Amazon sellers can request both seller feedback and a product review request in the same message. You can also use third-party applications listed in the Amazon Marketplace App Store to identify those service providers or tools that can help you automate the review email process and help you garner more verified reviews.
- Amazon’s Vine Program- Amazon Vine Program is a quick way to add reviews to the listings. In this, a select, trusted group of customers are invited by Amazon to leave reviews about pre-released or new products to help other customers make informed purchasing decisions. Since Amazon hand-picks the reviewers itself, Vine reviews tend to be more detailed.
Amazon had also launched the ‘Early Reviewer Program’ to help sellers generate reviews on products that had few or no reviews at all. However, as of April 2021, Amazon decided to cut-loose this program and stop all active enrollments.