What should you expect from better customer review management platform?
If you are concerned with brand management or building trust with customers (which you should be), then you certainly know the importance of managing consumer feedback.
Considering that 85% of shoppers trust online reviews just as much as a recommendation from a friend or peer, and 73% of consumers believe that this feedback influences their buying habits, customer reviews are one of the most critical factors in online decision making.
Using a tool that works to increase the number of authentic reviews you get, the consistency impacts your SEO and provides actionable reporting needs to be a top concern in the current business landscape.
If you are looking for this kind of system, there are four key features to look out for.
Fake or unauthentic reviews can be just as harmful as negative ones.
When you are looking for a customer review management system, it needs to have an airtight system for detecting the phonies.
Trustpilot is well known for their smart fraud detection software. It uses machine learning language technology and algorithms to analyze each review and identify patterns that could signal fraud.
It also compares each review to a vast range of behavioral structures, such as its IP address and linguistic indicators to determine whether or not the feedback is fake.
Furthermore, if a business believes a review may be fraud or inappropriate, it can be sent to the Compliance Team for investigation.
There are 13 possible reasons why a company can report a review to Trustpilot Compliance.
- It contains offensive language.
- It contains personal information (phone number, email, credit card info, etc.)
- It includes promotional content not related to the reviewer’s buying or service experience.
- It violates another person’s privacy, confidentiality, intellectual property, or rights.
- It is only in regards to a tax or fine.
- It is marketing spam.
- It only describes a product and doesn’t talk about the buying or service experience.
- It is in the wrong company profile.
- It wasn’t written within a year of the experience.
- It is written purely for ethical or political reasons.
- A reviewer is a competitor.
- A reviewer has reviewed company multiple times with different profiles.
- A reviewer has not had a genuine experience.
You might be asked to explain why this violates the User Guidelines.
From here, you will get a summary that shows the reasons why you reported the review. Be sure these are correct.
Once you submit, the investigation process usually takes about seven days.
Search Engine Compatibility
Customer reviews play a huge role in how people view businesses, and the search engines are fully aware of this.
In fact, according to MOZ, customer reviews are believed to make up about 10% of how Google and other engines rank websites. For this reason, you need a customer review management tool that is compatible with the major search engines.
Keep in mind, while some review management tools might claim that they help your SEO, the actual reviews might not be seen as “trustworthy” by the search engines.
In Google, this is referred to as TrustRank. While there are many factors this feature uses to determine the authenticity of a website, verified reviews hold a great deal of weight.
Trustpilot is a partner of Google. Since it is an open platform where everyone can leave a review and businesses are not allowed to delete, edit, or hide poor reviews, Google sees this content as credible. In turn, customer reviews left on this platform strongly influence how Google ranks websites.
Additionally, Trustpilot’s TrustBoxes can be configured to display feedback directly on your web pages, which over time, can qualify you for Rich Snippets Stars on Google searches.
When setting up the TrustBox, be sure to check the box Enable Rich Snippets for SEO.
Then, In Google Search Console, prompt the Googlebot to crawl your webpage(s) with the TrustBox. Keep in mind, Trustpilot cannot guarantee that you will get Rich Snippet Stars – Google’s guidelines for Rich Snippet Stars are stringent.
Comprehensive Analytics on Customer Sentiment
In-depth reporting must be the main component of the customer review software you choose. These insights should form the basis for your present and future direction.
Gathering a healthy amount of feedback from verified customers is the first step, but understanding the sentiment and essential datasets from the reviews are equally crucial. These reviews don’t just let other people know what to expect or how well a product/service works.
They are raw forms of feedback that provide insights as to what consumers think of your company, what improvements should be made, and whether or not you are meeting expectations.
Trustpilot makes this simple by automatically converting the available customer review data into minute-by-minute analytical reports that record changes in ratings and TrustScores.
The Overview page provides a glimpse of how many reviews you have total, how many you average per day, how many people search for your profile on the Trustpilot homepage, etc.
To get a little more in-depth, on the Analysis page, you can see which collection methods are most (and least) successful. You can also see the top tags that are prompting people to leave reviews, as well as the peak times they do so.
The tagging feature on the Insights page segments feedbacks into various demographics, such as location or product so that you can filter feedback for more in-depth audience analysis. This means that you can track specific details and see how various changes affect ratings.
Knowing this kind of information is necessary for a business that aims to please customers. Just seeing your overall star ranking doesn’t necessarily offer the full picture of what your overall customer sentiment indeed is.
It is essential to dig a little deeper and see what people are saying and the meaning behind it.
Of course, it would be a total waste of time and money to partner with a customer service software system that is not able to work with your business website.
Having reviews displayed throughout your e-commerce site is an essential factor for boosting sales, but if your review software does not have the correct integration, your reviews are nothing more than internal data sets.
Again, Trustpilot is super handy here because they have a long list of e-commerce platforms that they are compatible with, including the big ones like Shopify, Magneto, and WooCommerce.
Furthermore, social media is quickly becoming a favorite source for business research, as 45% of online consumers state that they use social media to help them decide on a purchase.
You can also easily share reviews from Trustpilot to all of the major social media sites. Moreover, the Pro and Enterprise plan will automatically post feedback on Facebook for you.
While some features may be more critical to one business than another, there are a few essentials that every organization can benefit from.
Be sure that you do your research as you look for the customer feedback management tool that will work best for you.