Making BBB Customer Reviews Work for Your Business
Customer Reviews Good for Consumers Good for Businesses
Customer Reviews
Influence of Reviews The 1-2 KO BBB Punch: • Ratings and online reviews have a high influence on purchasing decisions • 88% of consumers who seen reviews claimed influenced buying decisions (Dimensional Research, 2013) Source: Nielsen, 2014/2015
Consumer Usage • 92% read reviews to determine quality of a local business • Usage increasing for all types of businesses • 88% consumers read up to 10 reviews before they trust a business The “Savvy Shopper”– seeks out more about purchasing experiences, products and services Source: BrightLocal, 2015
Bottom Line: Marketplace Needs Reviews • Consumers use - and expect – customer reviews to help make purchasing decisions • Need for trusted reviews from trusted sources • Timely, relevant and provide a first-person perspective • Feedback and response builds relationship and trust between buyer and seller • Consumers like to see “both sides” • Solutions are more important than problems • Internet likes user-generated content
Where is the most common place to read a POSITIVE customer review?
Consumer Usage • About 2/3 consumers recalled reading reviews (63% negative & 69% positive) • 58% consumers more likely to share their experiences with others than five years ago Source: Dimensional Research, 2013
Who is reading and posting customer reviews?
Consumer Usage BBB User Demographics Women (47.25%) • Women (53.2%) Ages: 18-34 – 31% • Ages 25-34 35-54 – 41% 55 + - 28% Source: Google Analytics Source: Maritz Research Part I , II, III, 2013
User Generated Content (UGC)
Magical Millennials http://mashable.com/2014/04/09/millennials-user-generated-media/
What percentage of people in North America say they TRUST customer reviews?
Trusted Reviews: Consumers • 68% in North America trust consumer reviews (Nielsen, 2013) • 68% say positive reviews make them trust local businesses more • 80% trust online reviews as much as personal recommendations – authenticity, number of reviews and type of business influence trustworthiness Source: BrightLocal, 2015
What do small business owners think? • 50% important for their business to receive positive online reviews • 43% online reviews are unfair because they do not verify that people who leave reviews are actual customers • 87% of businesses do NOT ask their customers to post reviews. Source: Yodle, 2014
How are BBB Customer Reviews Different?
About BBB Customer Reviews
Why BBB Customer Reviews are Different • True to form - BBB processes customer reviews in an ethical, fair, unbiased manner and we do it consistently • Reviews each and every customer review before posting them • Provides an opportunity to challenge the identity of the reviewer before the review is posted- not allowing anyone to post fake or ill-intended reviews • BBB does not post any anonymous reviews • Sends the submission to the business - allowing the business to provide additional feedback to help address the reviewers issues • Protects the identity of the submissions by not posting personally identifiable information • Validates the email address of all reviewers • In some instances works with both consumer and business to help work through the issues • Uses the data to help investigate businesses
Complaints vs BBB Customer Reviews Complaint BBB Customer Review BBB Letter Grade Rating Can affect BBB letter grade No affect BBB letter grade Reportable on BBB Yes-36 months Yes-36 months Business Review Business Response Required to close complaint Requested answered Resolution Must seek a resolution Does not need/want resolution Customer Feedback Negative Positive, Neutral, Negative
How Your Business Get BBB Customer Reviews?
Ask!
Use our Customer Review Toolkit • New Customer Review Dynamic Seals • Email signatures • Window clings • Point of Sale cards and signs • Stickers for estimates, invoices and receipts • Sample social media posts/examples • Tips flier “asking and managing customer reviews”
Customer Review Dynamic Seal OLD NEW
Email Signatures
POS Sign and Card
Self-Print Stickers (Avery 5162)
How else do BBB Customer Reviews help my business?
How else do BBB Customer Reviews help my business? Any business that has a published customer review automatically receive a BBB star rating available on all Google searches where a link to a business’s BBB Business Review is displayed. The BBB star rating incorporates a business’s BBB rating and customer review rating.
Where Can I Find More Information? bbb.org/central-texas/reviews/
BBB Customer Reviews Good for Consumers Good for Businesses Customer Reviews from a Brand You Trust. SM
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