A review is feedback given to the seller after the product or service has been purchased and delivered. Customers want growing, quick but, more than else, safe information. On the other side, companies need to manage positive and negative consumer feedback to analyse their strengths and weaknesses, raising their strategy and brand identity.
So, does feedback management make sense, even if it is underestimated? Can it essentially modify the performance of the company? What does necessarily pay attention to? Let’s find out together.
Feedback management: spread and benefits
In the last 3 years, have you ever purchased a product or service without the help or safety of a review? Would you be more willing to purchase a product or service that has a lot of specific information or a product without these specifications?
The answers to these questions, actually, are quite taken for granted. Everyone, these days, has taken a decision, at least once in their life, on the basis of a review. For instance, in 2021, 77% of customers answered that use this approach “always” or still “often”, especially for local shops.
Hence, companies can take advantage of the consumer’ feedback management. Some of the benefits are:
- it allows the improvement of the product's negative aspects and the reasons behind it;
- it makes consumers happier and more aware;
- there is a rise of trust through the creation of a relationship with the customers and the company;
- it rises the competition
- if correctly managed, it permits the launch of a new product.
- it permits also to improve the catchment area and target;
- customer care becomes part of the brand appeal.
Feedback management and its risky sway
As in life, not everything is positive: undoubtedly, it is a sensitive issue. For this reason, it can threaten serious consequences if the firm’s answer to the consumer is taken for granted. The best strategy is carefulness and awareness of the company’s actions to take.
As reported previously, the product’s competitive advantage can rise thanks to the buzz of customers. However, if not correctly managed, it can amplify all the negative aspects, in addition to the product’s ones, dragging down the business.
As a matter of fact, it is essential to read and understand such feedback without any firm’s preconceptions, except for untruthful reviews. A consecutive assumption is the ability to get involved, especially if there are negative reviews: the answers need to be balanced and capable of self-criticism, in order to create a connection and easy, horizontal communication. The final aim is to avoid judgment and barriers that prevent the trust’s creation in the previous phase of the purchase.
By this time, it has been confirmed that aggressive marketing actions do not provide positive results. contrarily, firms need to maintain the relationship with the customer step by step. In order to do so, a specific strategy on different channels, combined with each other, is the best choice. Consumer loyalty is a protracted complex process, of which the management of feedback is an undersized component.
But actually, how to be sure that my own reply is objective and that cannot cause consequences to my firm or at my eCommerce? E-Business Consulting is here especially for you if you are interested in the improvement of your customers' loyalty path through the use of a coherent digital strategy! Contact us and book an appointment!