Collecting reliable online reviews

Customer reviews offer benefits. Even negative reviews can lead to a positive outcome: "If you get a high number of positive reviews, you increase the reliability of your business. And with negative reviews, you can improve your product or service", says Kenzo Brock, Key Account Manager at online review system Kiyoh and Klantenvertellen. So make sure you get reviews. Easier said than done? You may be pleasantly surprised. 

7 tips for more customer reviews

Brock: "The main thing is: walk a mile in your customer's shoes. Show them you understand and respect their opinion. That way, you can get a higher review score. Plus, more customers will post reviews if they see reviews by others. A snowball that keeps on rolling and growing." Follow these tips to create your own review snowball.

1. Choose an independent tool

Join an independent review platform. "58% of consumers find independent review platforms the most trustworthy," says Brock (in Dutch). Independent platforms include Tripadvisor for restaurant reviews, Reviewclub or Beslist.nl for online shop reviews and Klantenvertellen for all types of provisions of services and industry-related businesses. Trustpilot and Kieskeurig offer an all-round review system, as does Google Review. These platforms arrange the reviews for you and comply with the information obligation.

2. Send automatic review invites

Automate the review invitation process, so that you generate a constant flow of reviews. For example, send an automatic invite to post a review after a purchase or a delivery. Brock explains how automation helps you: "Business owners are busy. Sending an invitation to post a review, perhaps a reminder, and a thank you after they have posted, it all takes time. But if you automate the process, it takes hardly any time at all." Most CRM or online shop systems offer automated review invitations as a standard functionality.  

3. Tell why you collect reviews

Explain to customers why collecting reviews is important to you, for instance to improve your products or processes. Customers are more inclined to leave a review if they know why it matters. "It helps if you tell the customer that posting a review will only take 30 seconds. Then they can weigh the pos (helping you) against the cons (losing time)."

4. Stay true to your company's image

Make sure the review invitation matches your company image. For example, Coolblue has a fun image, the government will take a more serious approach, and a small business does not have to send a state-of-the-art message. "Do you normally use a personal email address in Outlook or Gmail to send emails or quotations? Then use the same approach for your invitation to post a review, and address the customer personally. That way, the customer will identify with your company, and that will lead to a more balanced review."

5. Use reviews for marketing purposes

"Add your review score and the number of reviews to marketing communications, like your website, social media, and Google Review", Brock tips. When customers see reviews by others, they are more likely to post one themselves. That way, you get a snowball effect.

6. Do not offer discounts for reviews

Do not offer a customer a discount if they leave a review. The Consumer and Market Authority ACM and Google do not approve of this. And, more importantly, nor do potential new customers. "78% of all buyers checks to see whether a review is authentic. Offering a discount lowers that authenticity."

Follow the rules for online reviews and avoid fake reviews.

7. Respond to negative reviews

Always respond to negative reviews (in Dutch). "On average, 3% of reviews are negative," Brock explains. "Many businesses fear negative reviews, when in fact they are valuable. Potential customers want to see that you handle criticism well. If you respond to a low customer rating or a tip, the reviewer feels heard. Your response shows that you are involved. And you may use the feedback you receive to improve the product or process. Respond to the review online, for example when a problem is mentioned more often. Or indicate that you will contact them by phone to discuss the problem."

Review rules

Do you do business online and do you offer your customers the opportunity to post reviews? Then you must follow the rules for reviews. The Consumer and Market Authority (ACM) and the Financial Markets Authority (AFM) monitor these rules. Those who break the rules risk fines of up to 10% of your annual turnover, up to a maximum of €2 million.