With the power of the Internet and the multitude of review sites, it’s difficult to avoid honest opinions about your company. Those reviews, both positive and negative, are just a Google search away, and whether the complaint or review is valid or not, people may still take it as gospel.
According to Fonolo, 68 percent of businesses plan to increase the amount of money they invest in customer management because the customer experience is so important. Additionally, positive feedback can be very useful for marketing purposes, especially when customers share how their issues were resolved efficiently.
Companies can use that testimonial information to develop customer service strategies, and show their customers that they’re appreciated. This in turn creates new and repeat business. Here are some ways to turn customer referrals and testimonials into increased business:
Take Care of Your Customers
The best type of marketing is word-of-mouth by your customers. The best way to create a positive buzz about your company is to provide great customer service. People will remember how you solved their problems and helped them find whatever they needed. Not only will they return to your company but they also will tell their friends about their positive experience. This is the easiest way to market your company because you let your customers do the work for you.
Reflect Your Caring for Customers
Taking care of customers is a vital marketing issue, perhaps even more so than buying billboards or advertising. When customers feel cared for, many are quick to share that experience, reflecting the hard work of your company. Every customer is a gatekeeper to evangelize your brand. Showing your appreciation and generosity for loyal customers builds solid support for your business.
Marketing customer service requires long-term vision “to move the needle on customer service operations, in order to keep customers satisfied and loyal to your brand,” states Kate Leggett in an article on Forrester.
Loyal customers deserve your attention. Those who receive a top-to-bottom customer support experience could become repeat buyers. Your company can go above and beyond the typical customer service requirements by showing appreciation to loyal customers. When you reach out and thank them, it comes across as a genuine attempt to make them feel special. One way to do this is to send something like a gift basket and a hand-written thank you note. You can brand any number of useful and desirable products with your logo and colors to use as giveaways – the promotional products field has items at all price levels ready to be imprinted, engraved, embroidered or branded with your company logo and message. Also, print wear is a great idea – loyal customers will be happy to receive and wear a quality clothing item screen printed or embroidered with the attractive logo of a company they appreciate.
If your company pops up in Internet searches next to negative terms, then that gives people an early reason to look elsewhere for comparable products or merchandise. But, if your business connects to positive search results, it gives people a reason to trust you.
With customer review sites such as Yelp and Trip Advisor, people can see what others said about you, and, luckily, you can use positive reviews to your advantage. Figure out who your most sustained, loyal customers are, and ask them to honestly share their experience in a video testimonial for your company’s website. Wistia offers advise and tips for creating video testimonials for your business such as being prepared but not scripted. If you don’t like videos, then you also can ask repeat customers to go onto Yelp, Angie’s List or other review sites to honestly talk about their experiences.
In your advertising, emphasize the real-world experience of your most honest customers, and more people will get a sense of what you’re all about.