As an increasing number of buyers turn to e-commerce platforms for their shopping needs, an efficient reputation management system becomes the need of the hour for all e-tailers. In the e-commerce marketplace, customers heavily rely on social proof to make informed purchase decisions. If done correctly and successfully, this system can act as a powerful tool for building brand credibility and reputation.
But what is reputation management?
Reputation management focuses on building trust and loyalty for your brand through a seamless customer experience. On an e-commerce platform, this is equated to managing customer reviews and ratings in an efficient and potent manner.
While customers delve into reviews for critical information, sellers must actively work towards delivering transparency. A higher number of reviews and ratings translates to higher chances of conversions. Moreso, transparency and a good review base can also positively impact your brand reputation in the longer run.
Now, let’s deep dive into the best practices that can help in maintaining a stellar brand reputation while providing the perfect shopping experience your customers deserve.
1. Collate impressive customer reviews to instill confidence in the product
We all know customers love to be heard. Every brand that allows customers to voice their opinions is always preferred by people. This makes an automated follow-up email system an integral part of your reputation management system.
Once the customer has tried their new purchase, a follow-up email gives them a direct chance to share their experience, leaving a positive impression on them. In order to add value to the customer’s journey, these emails must have a powerful call to action instead of pressing them to leave feedback. Furthermore, it is not advisable to send more than 2 follow-up emails as it can hinder their experience.
2. Respond in a swift and considerate manner to enhance the customer journey
Sending a quick and thoughtful message within the first 48 hours of receiving customer reviews can work well in boosting customer confidence in your product. In the case of negative feedback, a prompt response can further give you room to improve the customer experience with positive brand interaction.
Helpful, professional, and to-the-point responses are truly appreciated by buyers. With the aim of making the feedback loop fast-moving and effective, every business must create multiple polite messages as a part of their reputation management system.
3. Upgrade your offering by employing customer feedback
Once opinions have been voiced and e-tailers response has been duly sent, businesses must try to understand and learn key takeaways from these customer feedbacks. As reviews are unbiased in nature, they provide a third-party perspective of your product’s quality and usefulness.
Recognizing pivotal improvements through these customer reviews can help in altering your product as per customer taste and taking it a notch above. Modifying your product whilst keeping these minute suggestions into account can largely boost your sales.
4. Monitor customer reviews regularly to skillfully manage customer expectations
Customer reviews provide a clear and fair idea of how consumers perceive your product and what they expect out of it. Assessing them on a regular basis helps you understand the primary factors that must be aptly included or efficiently adjusted in your product description.
For example, if you sell yoga mats that are deemed to be too thick as per your customers, then tweaking your product description to speak the same language as your clientele can be highly effective. This can not only put a stop to negative reviews but also help in preventing negative experiences for future customers.
All in all, as online buyers lookout for authentic products, brands that proactively maintain a positive reputation on the e-commerce landscape experience the best returns on all fronts. A remarkable brand reputation stimulates trust, encourages purchase decisions, instills loyalty, and ultimately drives higher conversions.
Kiran Patil is the founder and CEO of Growisto, an E-commerce marketing and technology company based out of Navi Mumbai. He has 16+ years of experience in e-commerce, phone commerce, and digital marketing. Growisto helps brands & private labels to grow their businesses on platforms such as Amazon and their own website. Kiran is an alumnus of IIT Bombay and has worked with companies like Evalueserve and Future group before starting his entrepreneurial venture. His personal interests include travelling, cycling, and trekking.