With a rising number of people flocking to Amazon for their shopping needs, an effective reputation management system is the need of the hour for e-tailers. In the e-commerce landscape, consumers rely on social proof to make informed purchase decisions. If done right, this system is a powerful instrument of brand reputation and credibility.
But first, let’s understand what is reputation management?
In simple terms, reputation management involves building trust and loyalty through seamless customer experience. On Amazon, this translates into well-managed reviews and ratings. As customers seek out critical pieces of information through reviews, sellers must be proactive in facilitating transparency and providing clarifications first hand. Higher reviews and ratings mean more popularity and better conversions. Not just this, it also positively impacts the product rankings on Amazon.
In this article, we dive into how you can maintain a stellar reputation and consequently, build an exceptional shopping experience for your customers.
Garner impactful reviews to instill confidence in the product
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, leaving a positive impression on them. These emails should add value to the buyer journey and have an effective call to action instead of pressing them to leave a review. It is not recommended to send more than 1-2 follow-up emails as it hampers their experience.
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.
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.
Another aspect to factor in is seller feedback. 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.
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 rating and reputation.
In conclusion, as online shoppers seek authentic experiences, brands that actively create a positive reputation on Amazon continue to win on many fronts. A strong brand reputation inspires trust, stimulates purchase decision, builds loyalty and ultimately drives conversions.