Using SMS to Collect Customer Reviews Effectively
It isn’t a secret that customer reviews make or break whether a customer purchases your goods or services. People love the anonymity the internet provides, allowing them to share their honest opinions on everything from products to Broadway shows. This means if you want to expand your customer base, you need reviews. SMS marketing is an easy way to make it happen. No matter how many reviews you gain, it is important to remember that quality does matter. Evaluate your review management systems and determine how your business can boost the quality and quantity.
Keep It Quick and Simple
People live life fast these days, and the best way to communicate with your customers is through simple approaches that align with established daily habits and nuances. Everyone always has their phone, but no one wants to read a page and a half of text or take multiple steps to leave a review. When leaving something like a review, the process needs to be as straightforward as possible. People want to engage and feel like their opinions matter, but it shouldn’t take more than a minute or two. SMS makes it simple because customers can send their opinions directly through a review request, as if they were texting a friend. Emails often go unopened or buried under junk mail, but texts are almost always opened.
The Right Time
Timing is everything; emotions fade as time goes by, meaning so does the excitement that they had for their recent experience with your business. Texting lets you reach out when your customer is at peak satisfaction. Sending a text of appreciation to your customers after you provide them with something of value allows them to return the favor. If they had a good encounter, most customers are eager to share their experience with your business. If you wait a week, the emotions die down, and you are less likely to get a response.
Opening Up For the Negative
You can’t ask for honest reviews without being prepared for negative feedback. This doesn’t mean your business is bad; it just means one customer had a bad experience, and you will do better going forward. A quick text asking how you did, with options for a thumbs-up or down, can direct happy customers to public sites to leave your review. Unhappy buyers can be directed to customer service or advised on how to satisfy their complaint.
Follow Up
If you do not receive a response, sending a gentle follow-up is recommended. Don’t be pushy; that leaves a bad taste in people’s mouths. In most cases, the key is in the approach. Some customers may have overlooked it, gotten busy, forgotten, or not had the chance to respond to your message. Sending a friendly follow-up SMS letting them know you appreciate their business and that you hope to talk to them soon, with a direct review link, may give you the extra few reviews you need to put you ahead of the competition.
Getting the Reviews You Need
Customer reviews are seen as a legitimate form of trust. The world of business won’t wait around for you to catch up by waiting for unprompted feedback. You have to actively participate, or your customers won’t either. That is not to say there aren’t appropriate etiquette rules for how you interrupt someone’s day. Texting is an effective way to reach people who will pay attention and requires very little effort. You won’t get better reviews by being passive, and texting makes it easier than ever to drive customers to do just that.
