HOW DO REVIEWS INFLUENCE YOUR CUSTOMER ADVOCACY EFFORTS?
Customer review or customer feedback is a customer-formed opinion after purchasing and using your product or service. Customer reviews come in different forms, depending on client’s preferred communication method, e.g., word of mouth, customer support emails and calls, ratings on Google and social media, Net Promoter Scores, and website testimonials.
However, leveraging your customer advocate community is not as simple and straightforward as it might seem. You need a team of experienced marketers and advocacy specialists to maintain a relevant and effective line of communication with your customers. That includes, but not limited to challenging your clients, asking them for feedback, and connecting and engaging with them in ways that show your appreciation and care for your customers by exceeding their expectations.
This effort will translate into more sales referrals, better customer-oriented marketing as well as better products. By collecting valuable product feedback directly from your market allows you to gain actionable insights into your customers’ pain points, desires, and experiences by taking customer satisfaction to the next level. Due to their key insights, your business will flourish. In addition, your marketing and product development efforts will be aligned and significantly reduced. As a result, you will have the chance to improve your product and services at no extra cost.
There are many ways you can involve your customers into a new product development. Consider offering them a public platform where they can openly communicate and engage with them. Make them feel heard, powerful, and valued by involving them in new product features development through road map suggestions or by selecting them as beta testers.
Be sure to thank your clients for offering their input. It can be done through the words of appreciation, reward points, as well as through the acknowledgment of not-so-positive feedback without a defensive behavior. Another way of showing your appreciation is by offering your clients invitations to special events, exclusive offers, certifications, discounts, or by putting in place face-to-face meetings with key stakeholders of your organization. Make sure to offer your clients a sneak peek into the new products or services and notify them of new releases that may fit their needs.
By fostering a collaborative relationship and inviting your customers to co-create with you during the new product launches makes your advocates the early adopters what makes them even more vocal about it.