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Three Ways The Voice Of The Customer Can Grow Your E-Commerce Brand

By Jonathan Hinz, Trustpilot 

Are you a retailer struggling to stand out from your competition? You’re not alone. Both brick-and-mortar and online stores are searching for ways to differentiate themselves beyond products and pricing. 

Here’s some good news: You can stop searching.

The customer’s experience with your brand is a top factor in trusting and continuing on with the business. Providing a stellar customer experience is key to creating awareness and establishing loyalty so you can surpass your competitors. How do you build that comprehensive experience throughout sales and marketing lifecycles? The solution is simple: Brands need only to listen, measure and act on the Voice of the Customer (VoC).

Establish Metrics For Success

Tangible business success can be hard to track through online channels without proper tools. However, online reviews provide a vast resource if you’re looking to tap into your customers’ interests and needs, and create benchmarks that highlight brand growth.

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Reviews offer an outlet for consumers to express themselves, and smart brands invest in solutions that help monitor, analyze and respond to these sentiments in order to personalize marketing efforts. This practice can increase conversions and reduce shopping cart abandonment, all while educating new prospects about the company’s customer service. 

Build Loyalty Through Transparency

While many retailers fear negative sentiments about their brands will deter future sales, proper responses that fix complaints may actually help change consumer opinions of your company.

Resolving customer issues online is a chance to test and improve your team’s customer service skills. In fact, a recent survey found that 15% of consumers are more likely to return to a business that has addressed negative reviews and turned them into positive experiences.

By exuding transparency when dealing with less than happy customers, you highlight your commitment to every user’s individual journey and encourage new prospects to trust your organization with their business. On the other hand, brands that opt to delete or report negative reviews without attempting to fix underlying issues are sending the message that they might have something to hide.                                              

Transform Reviews Into A Marketing Tool

After compiling a healthy number of online reviews, you can use these testimonials to inform business strategies for products, services and marketing initiatives, through actions such as displaying positive reviews on your web site, routing review data directly to your customer support team and integrating seller ratings in search engine results.

Through these tactics, you’ll draw attention when you implement any changes customers wanted to see and leverage the VoC to display third-party validation, or social proof as you go the extra mile to commit to customer satisfaction. Embracing customer feedback channels and addressing negative reviews empowers customers, creating brand advocates out of end users.

When you use this feedback to inform marketing strategies, you compound this power, giving you the fuel you need to establish a loyal following of customers and confidently take on the competition. And the incredible part of the equation? The most precious resource necessary for this transformation lies in data that most brands can already access, but few are tapping into it, and far less are recognizing its full potential.

Jonathan Hinz is a 14-year veteran of helping businesses win new markets with engaging solutions and products that fit market needs. In his current role at Trustpilot, Hinz is responsible for pricing, product, promotion and placement of Trustpilot’s market-leading open review platform, as well as market differentiation of current solutions for the U.S. Previously, Hinz led innovation in a variety of roles at Verizon.
 

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