How to Collect Feedback in 2024

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Topface Media experts talk about working methods that will help you get organic positive reviews of services and products.
The lifeblood of a business is not the products and services it sells, but loyal customers. You can get them if you know the requirements of your target audience and fulfill them. Reviews help you understand what exactly it is about a brand’s products that makes people happy or not.

They say that a satisfied customer will share their impressions with three friends, while a dissatisfied one will tell ten about their experience. This asymmetry of positive and negative feedback is explained by human psychology. As a rule, people are not delighted with a purchase that meets their expectations and take quality for granted. On the contrary, a delay in delivery, a missing part, or a defective product provoke strong negative social media marketing service emotions that a person is eager to share. On the other hand, delight from the experience of interacting with a brand, exceptional emotions that the company delivered through its service, encourage the consumer to sincerely advertise the seller. In today’s market, which is primarily online, it is not products that compete, but the ability of brands to create a unique customer experience that motivates the buyer to share positive reviews.
Why is it important to get feedback from customers?
Feedback from customers can give more than the obvious effects of positive reviews and ratings that speak in favor of the product. Let's talk about four aspects of marketing that can be influenced by reviews.
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Search engines use reviews to determine the trust and relevance of a site. Some useful results that customer reviews provide for SEO are:
1
Improves the company's visibility in search engines
Users who leave reviews on third-party sites or the company's Internet resources essentially create new content that is indexed by search engines and increases the visibility of the brand's site on search engine results pages (SERPs). For the company, this is an opportunity to become more visible and attract new customers.
2
The click-through rate increases
Reviews can increase CTR on search results pages. If a business has positive ratings, potential customers are more likely to click through to their site. A BrightLocal study found that clicks were up to 18% higher.
3



The site's authority increases
Search algorithms take reviews into account when determining a site's authority and relevance in a particular industry. Trustworthy resources move higher in search results.
4
More backlinks
When customers write opinions about a company on review sites, they sometimes link to the brand's website. This can help in creating backlinks, an important factor in SEO: the more of them, the higher the probability of getting to the top of the search.
Sales
98% of consumers turn to online reviews when searching for information about a brand, and 60% of them tend to trust online opinions. Thus, companies that care about collecting reviews help customers make a more informed purchase decision.

By listening to the needs of reviews and satisfying them, the organization demonstrates that it takes into account the opinions of buyers. Satisfied consumers spread information about the product, increasing the overall customer base.

Careful work with reviews, correct and timely responses to opinions increase the audience's trust in the brand. Loyal customers come back to buy.

In addition, studying reviews is a way to clarify the buyer's profile and better customize advertising, which means attracting more target customers and increasing sales and profits.
Business development
Reviews can help a business learn about the strengths of its product that consumers like the most. If you focus on these features in your marketing, you can quickly stand out from the competition.
Reviews provide information about what customers expect, what they want from an ideal product, and thus help improve goods and services. Reviews can highlight factors that were previously not in the business's focus. These can be features that make a company stand out in the market, or, conversely, critical shortcomings that hinder promotion: for example, free shipping, a loyal return policy, but impolite and slow customer support, or an inconvenient website.

Maintaining constant communication with customers through reviews and analyzing them allows you to discover new growth paths. For example, ideas and suggestions found in user comments can be regularly classified and their feasibility assessed. The most promising ones can be tried to be implemented. Competent and systematic work with reviews can complement (and, if necessary, replace) marketing research.