Customer reviews are an important part of getting feedback for businesses, especially online businesses who use reviews and testimonials to advertise products and services on their site. A study of online customer behaviour shows that in recent years, more people are using reviews to pick businesses on a regular basis.
Further evidence suggests more reviews means more sales, and that different types of reviews can yield important insights for companies about their customer base, what potential customers view as important features (by voting on the helpfulness of the review) and the business’ online reputation.
Reviews act as both sources of information which businesses can use to improve their sales and gain insight into their customers and supporters, and as marketing opportunities which can influence customers in a way that facts about the product might not. Word of mouth is a powerful method of prompting consumer behaviour, and reviews by a real person to which the customer can relate simulates this.
Because reviews are so important for businesses, there are platforms online that find, aggregate and promote real customer reviews. We’re going to review those platforms, to determine what they have to offer to businesses.
Feefo collects genuine customer reviews for online businesses, by emailing customers who have made an online purchase a feedback form. The business can then display its Feefo score on their website. The customer reviews can be shared through social media and through Feefo’s Facebook app.
Because Feefo is a Google Licensed Content Partner, it submits reviews reviews on behalf of clients to Google’s listings, meaning that those reviews can translate into higher rankings in searches. The platform also offers a free trial period to try out the service. The main advantage of this platform is that it does all the legwork, by contacting and collecting information from customers. But if you want to build lasting connections with your customers, the fact that Feefo sends them an automated inquiry into their purchase may not deliver that.
Trustpilot is a site where you can read and write reviews about companies. Those companies can collect reviews through the site by registering. The site lists and promotes registered sites for free but charges a fee for additional promotion, including exclusive features such as search engine ratings, review monitoring and integration with social media.
Trustpilot’s structured pricing plan, with Lite ($400 a month), Pro ($700 a month) and Enterprise (Customised), with a free 14 day trial for newcomers, provides flexibility for different businesses. The platform is simple and functions with the user in mind. The platform is setup to maximise transparency, and hence build trust, between customers and companies.
Europe’s largest independent provider of transaction-based reviews and ratings, eKomi is a Google worldwide partner and uses SaaS software (software that is licensed on a subscription and centrally hosted). Reviews and ratings are collected and reviewed by eKomi’s Feedback Management team, then published online and syndicated to search engines. eKomi then allows you to track your progress through performance reviews and analysing review data. You reviews can be integrated directly into your website via the platform.
eKomi’s advantages as a review aggregator include providing a comprehensive array of services which get you from the original transaction to a reliable review which can be shared on social media. If you use eKomi, you won’t require any other review or rating software alongside it.