How to Make Reviews Actionable: A Guide to Delighting Customers
Never underestimate the power of recognition.
Being heard is a fundamental aspect of our social interaction. When we feel like others hear us, we feel valued, validated, and more connected. These feelings of belonging and being understood are essential to our emotional well-being and overall satisfaction with life.
When brands interact with customers, recognition leads to better relationships and better communication. Building more personal relationships with buyers and customers means brands need to demonstrate that they stand behind their products and their customers. Reviews are a great opportunity to capitalize on those moments when customers share their stories.
Responding to reviews on G2 is easier said than done when you consider the overall sentiment of a review, its content, and which team members should be involved. In this guide, you'll learn about the importance of responding to reviews, how to set up a process to respond easily, and how to write responses for all types of reviews.
Why reviews are essential in SaaSReviews are increasingly embedded in the overall customer buying journey in B2B software.
Studies show that shoppers find user-generated content and review sites more influential in their decision-making, and our journey to 2 million reviews illustrates how this trend will continue in years to come.
But reviews are not only essential for finding new buyers, they are also extremely important for customer retention and product development.
Impacts of opinions on the different teamsReviews in B2B software go beyond brand perception. Here is a list of the most relevant teams that should care about reviews.
Customer and product marketing: It goes without saying that reviews are at the heart of the concerns of marketing teams. In many cases, reviews require different people to approach them in order to find a solution or the next step. Additionally, reviews have the potential to highlight customer success stories. Customer success and support: In the case of negative or positive reviews, customer success teams should consider these reviews as crucial signals to follow and pay extra attention to users who share a less than ideal experience. Alternatively, it is also necessary to celebrate positive experiences. Whether it's learning from a top performer who provided a great experience or an opportunity for improvement, these are vital opportunities to recognize and understand to increase retention. Product and Engineering: Product teams continuously evaluate user feedback to iterate and improve their products. Review sites like G2 are another feedback collection mechanism that drives product discovery and opportunity. Additionally, product teams need visibility into reviews to comment on upcoming features or releases. The hidden cost of silenceWe know that reviews are important and can tell a lot about what customers think. They have become a tool that helps buyers determine which products and services meet their criteria and influence their decision-making.
Reviews are sometimes intimidating, as they are an example of publicly available information over which brands do not have full control. For this reason, responding to reviews is something brands need to prioritize so they can continue to play a part in the story.
However, not all brands jump at the chance to respond to their reviews. When I spoke to Rachel Bentley, senior director of product management at G2, she believed that software companies that remained silent would pay a high price.
"By saying nothing, you're saying something about your business. There's an unintended consequence when you don't respond to reviews. Customers and buyers won't feel like you care. You like your customers, so show them."
Rachel Bentley Sr. Director of Product Management at G2When a customer leaves a negative review, it may seem safer to just ignore it and not engage. The reality is that your silence says as much as a response.
Potential buyers check reviews to see what people like and dislike about a product or service. These shoppers also notice when a business responds to reviews, whether good or bad.
Here is another example demonstrating the downsides of remaining silent in response to customer reviews. Let's say you're looking for a new sofa, so you decide to check out a few websites.
First stop...
Never underestimate the power of recognition.
Being heard is a fundamental aspect of our social interaction. When we feel like others hear us, we feel valued, validated, and more connected. These feelings of belonging and being understood are essential to our emotional well-being and overall satisfaction with life.
When brands interact with customers, recognition leads to better relationships and better communication. Building more personal relationships with buyers and customers means brands need to demonstrate that they stand behind their products and their customers. Reviews are a great opportunity to capitalize on those moments when customers share their stories.
Responding to reviews on G2 is easier said than done when you consider the overall sentiment of a review, its content, and which team members should be involved. In this guide, you'll learn about the importance of responding to reviews, how to set up a process to respond easily, and how to write responses for all types of reviews.
Why reviews are essential in SaaSReviews are increasingly embedded in the overall customer buying journey in B2B software.
Studies show that shoppers find user-generated content and review sites more influential in their decision-making, and our journey to 2 million reviews illustrates how this trend will continue in years to come.
But reviews are not only essential for finding new buyers, they are also extremely important for customer retention and product development.
Impacts of opinions on the different teamsReviews in B2B software go beyond brand perception. Here is a list of the most relevant teams that should care about reviews.
Customer and product marketing: It goes without saying that reviews are at the heart of the concerns of marketing teams. In many cases, reviews require different people to approach them in order to find a solution or the next step. Additionally, reviews have the potential to highlight customer success stories. Customer success and support: In the case of negative or positive reviews, customer success teams should consider these reviews as crucial signals to follow and pay extra attention to users who share a less than ideal experience. Alternatively, it is also necessary to celebrate positive experiences. Whether it's learning from a top performer who provided a great experience or an opportunity for improvement, these are vital opportunities to recognize and understand to increase retention. Product and Engineering: Product teams continuously evaluate user feedback to iterate and improve their products. Review sites like G2 are another feedback collection mechanism that drives product discovery and opportunity. Additionally, product teams need visibility into reviews to comment on upcoming features or releases. The hidden cost of silenceWe know that reviews are important and can tell a lot about what customers think. They have become a tool that helps buyers determine which products and services meet their criteria and influence their decision-making.
Reviews are sometimes intimidating, as they are an example of publicly available information over which brands do not have full control. For this reason, responding to reviews is something brands need to prioritize so they can continue to play a part in the story.
However, not all brands jump at the chance to respond to their reviews. When I spoke to Rachel Bentley, senior director of product management at G2, she believed that software companies that remained silent would pay a high price.
"By saying nothing, you're saying something about your business. There's an unintended consequence when you don't respond to reviews. Customers and buyers won't feel like you care. You like your customers, so show them."
Rachel Bentley Sr. Director of Product Management at G2When a customer leaves a negative review, it may seem safer to just ignore it and not engage. The reality is that your silence says as much as a response.
Potential buyers check reviews to see what people like and dislike about a product or service. These shoppers also notice when a business responds to reviews, whether good or bad.
Here is another example demonstrating the downsides of remaining silent in response to customer reviews. Let's say you're looking for a new sofa, so you decide to check out a few websites.
First stop...
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