How to get customer feedback and why it matters

During Web2day, of which BDM is a partner, Clément Poupeau of the Guest Suite demonstrated the importance of customer reviews for local businesses, and offered some advice on how to collect more. He was accompanied by Marielle Morey, whose brand Europcar Atlantique received 7,000 reviews in just two years.

Reputation, the No. 1 criterion for choosing a company

Clement Bobo first recalls some interesting facts.

  • 97% of internet users search for business information on Google and 8 out of 10 internet users “stop at Google” to get it.
  • At the same price, reputation is the number one criterion for choosing a company, before geographic proximity, according to the Ifop Guest Suite study.

In practice, the Internet user’s eye is naturally drawn to the data collected in Google Business listings, as shown in various studies of the type of computer color representation maps. This is more the case on mobile, when Google forces its own local package at the top of search results. For a company starting their digital strategy, Clément Poupeau also advises getting started by configuring their Google Business Profile. It is not very long and allows you to get the first results quickly. It summarizes the value of customer reviews for companies as follows: To be found, to be chosen, to become better.”.

Why organize a customer review group

Europcar Atlantique has launched its strategy for management review In 2019. The company then got less than 900 reviews on Google. Above all: she noticed a huge gap between the scores obtained (the online reputation felt by potential customers) and the real satisfaction of her clients (through her NPS account). Clement Boubou illustrates this paradox:

90% of dissatisfied customers speak up, but only 1% of satisfied customers do.

The strategy was therefore intended to encourage the gathering of opinions by means of a systematic solicitation. “Dissatisfied customers speak out anyway. This process makes it possible to give everyone a voice and get feedback from happy customers.”

How Europcar Atlantique Gets Customer Reviews

Concretely: Each customer receives a satisfaction form by email, one day after the car is rented. It’s very simple: a note and a comment are required. The Guest Suite solution then makes it possible to automatically transfer the opinion to Google, thanks to a specific agreement, after the user’s consent; or at the Yellow Pages site, or at the customer’s site, at such a detail as the Company may specify.

The result: Over 7,000 reviews are now visible in the company’s Google Business listing. Europcar Atlantique chose email on D + 1. Depending on the business, other collection channels can be activated: SMS, tablet, QR code, NFC, etc.

Consolidation of customer reviews enhances credibility

Sending feedback to several platforms (company website, Google, yellow pages, etc.) helps boost your online reputation. A user who observes 5 stars on Google, but 2 on Yellow Pages and extremely contradictory opinions on the company’s site, can ask questions about the correctness of the opinions and, in the face of doubts, turn to a lower-rated competitor. Remember that most Internet users stop reading Google results and rich snippets allow you to see average reviews ratings without clicking on them. So this information is easily accessible to the potential customer. Moving reviews to all platforms allows violations to be erased and for a more consistent rating.

Maximizing reviews on Yellow Pages also has other advantages:

  • Site pages, the scope of which is well recognized, are always well referenced;
  • Population that puts great trust in the Pages Jaunes brand may match your goal;
  • And on the iPhone, in the Maps application, the Yellow Pages ratings are displayed.

Beyond rating, the importance of comments

In the case of Europcar Atlantique, the satisfaction survey includes two questions: the user must provide a rating and a comment. To reduce friction and increase the number of scores obtained, it was possible not to ask for feedback or make this information optional. But the company preferred to force users to submit one, with the minimum number of characters, even if it meant reducing the number of reviews it got.

This allows the company to improve, thanks to the feedback obtained. It also appeals to Google, which values ​​companies that get ratings. Internet users naturally use keywords that enhance visibility. Prospects can accurately imagine the experience customers have had, in a market where they generally have a negative outlook and need reassurance.

Why and how to respond to customer reviews

In response to reviews, Marielle Moore rightly notes that the brand does not only talk with the customer: it expresses itself to all potential customers, and this is undoubtedly the most important thing. Someone interested in the company can notice how the brand reacts in the event of a bad experience, and this can be reassuring. The answers given can also make it possible to put in some keywords…

And who should respond to customers? Again, there are several possibilities that depend on the structure and culture of the company. Guest Suite can ensure this, by selecting its own client tone of voice and the strategy used. Europcar Atlantique has chosen to delegate responsibility for responses to its branch teams, because they know their customers better. A training module has been put in place to support them, given that they are not connected, as well as rules to respect: no copy and paste, keyword entry, need for transparency … It is key, for marketing departments who decide to delegate this task to their teams, to make every effort to evangelize Internally the importance of this mission is to be invested in those who respond strongly.

The company now responds to 100% of negative reviews and 20% of positive reviews. Clément Poupeau remembers that response rate is an important component of Google SEO, after the size of the reviews, the quality of the rating, and the freshness of the reviews.

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