Service & CX

How to ask customers for reviews: strategies to build trust

10 min read


How to ask customers for reviews: strategies to build trust

In this post, I will explore effective strategies for requesting customer reviews, including using incentives, leveraging automation, and asking at the right time to generate positive feedback. Let's delve into the power of customer reviews and their influence on consumer decisions.Word of mouth and referrals have always been essential for businesses to attract new customers. 

When someone recommends a product or service, it carries a level of trust and credibility that traditional marketing methods often struggle to achieve. 

In today's digital era, customer reviews have emerged as the new form of word-of-mouth marketing, playing a vital role in influencing consumer decisions and establishing social proof.

If you’re anything like me, you always check company reviews before buying from them.

One example is the HubSpot Partner Directory, which is a curated listing of certified HubSpot partners and agencies that offer specialised services in CRM, marketing, sales, and related areas. It serves as a valuable resource for businesses seeking professional assistance and expertise in leveraging the HubSpot platform. 

The directory showcases partner agencies based on their expertise, industry focus, and client reviews and allows businesses to find trusted partners who have demonstrated their proficiency in implementing HubSpot solutions and delivering exceptional results.

Therefore, as a HubSpot partner listed in this directory, we at Huble understand the critical importance of customer reviews firsthand.

They serve as a powerful tool in building credibility for businesses. When potential customers come across positive reviews from satisfied customers, it instils confidence in their minds.

They see these reviews as genuine testimonials of the product or service's quality, reliability, and value. In fact, numerous studies have highlighted the significant impact of online reviews on consumer behaviour, with a staggering percentage of people placing their trust in them.

For example, according to research by Podium, 93% of consumers say that online reviews influence their purchasing decisions

93% of users have made buying decisions based upon an online review


This clearly demonstrates the importance of customer reviews in today's digital marketplace, showcasing how online reviews have become a trusted source of information, guiding consumers in their buying journeys.

Furthermore, the influence of online reviews extends beyond individual buying decisions. SEO efforts also rely on customer reviews to enhance a brand's online visibility. 

Search engines consider online reviews as a crucial ranking factor, influencing the search engine results pages and organic traffic. 

Businesses with a higher number of positive reviews tend to enjoy better search rankings, ultimately leading to increased exposure and potential conversions.

The statistics and data surrounding the impact of online reviews further emphasise their significance in today's business landscape. 

How to ask customers for reviews

Asking customers for reviews can sometimes feel daunting or awkward. 

You may wonder how to approach the topic without sounding pushy or intrusive. The good news is that with the right strategies and techniques, you can confidently and effectively ask your customers for reviews. 

To help, let’s explore proven methods to request reviews from your customers, ensuring a positive and respectful approach that encourages their participation.

Timing is everything

Timing plays a crucial role in successfully soliciting customer reviews. 

One opportune moment to ask for reviews is immediately after you've delivered exceptional service, delighted a client, and they’ve had that “WOW” moment. When a customer has just had a positive experience with your business, they are more likely to be enthusiastic and willing to share their satisfaction with others.

By asking for a review while the positive experience is still fresh in their minds, you increase the chances of receiving a glowing testimonial. 

The client's emotions are still running high, and they are more likely to provide detailed feedback that showcases the value they received and the positive impact your business had on their lives.

To implement this strategy effectively, consider the following steps:

  1. Identify moments of delight: Pay close attention to the customer journey and identify key touchpoints where you consistently deliver exceptional experiences. These could include milestones such as successful project completion, outstanding customer support, or a seamless purchasing process.
  2. Strike while the iron is hot: As soon as you've surpassed the client's expectations and delivered outstanding service, seize the opportunity to ask for a review. Reach out to them promptly, expressing your gratitude for their business and sharing how much their feedback would mean to your team.
  3. Make it easy and convenient: Provide clear instructions on how the customer can leave a review, whether it's through a specific review platform, your website, or social media channels. Include direct links or buttons that lead them directly to the review submission page to minimise any friction or confusion.

By capitalising on moments of delight, you maximise the chances of receiving positive feedback that reflects the exceptional experiences you provide.

Leverage automation

Automation has become a powerful tool for streamlining various business processes, and review generation is no exception. 

Leveraging automation can significantly simplify and optimise the review request process, saving time and effort while ensuring consistent and timely communication with your customers.

One of the key benefits of using automation for review requests is the ability to reach a larger customer base. Rather than manually sending individual review requests, automation allows you to scale your efforts and send requests to multiple customers simultaneously. 

This expands your reach and increases your chances of receiving a higher volume of reviews.

Automation also enables you to maintain a consistent and systematic approach to requesting reviews. You can set up automated triggers based on specific events or timeframes, such as after a purchase, service completion, or a specified period since the last interaction. 

This ensures that no opportunities for review requests are missed and that each customer receives a timely invitation to share their feedback.

There are various review request automation software and tools available that can simplify the process for you. These platforms often offer customisable templates, automated follow-ups, and integrations with popular review platforms, making it easier to gather and manage reviews from multiple sources.

However, while automation can be highly efficient, it's essential to strike a balance and maintain a personal touch. Personalisation is key to effective communication, even when using automated systems. 

Tailor your messages to reflect the customer's unique experience, and consider adding a personal touch, such as addressing them by name or referencing specific details from their interaction with your business.

By leveraging automation for review requests, you can streamline the process, reach a wider audience, and ensure consistent communication with your customers. This enables you to generate a steady stream of reviews that contribute to building a strong online reputation and attracting new customers.

Incentives for review generation

One effective way to get customers to share their feedback is by offering incentives. By providing a tangible reward or benefit in exchange for a review, you can motivate customers to take the time and effort to express their thoughts and experiences.

One popular incentive is offering discounts or exclusive offers to customers who leave reviews. For example, you can provide a coupon code or a percentage off their next purchase as a token of appreciation for their feedback. 

This not only encourages customers to leave reviews but also creates a sense of reciprocity, making them feel valued and more likely to continue supporting your business.

However, it is crucial to approach incentives for review generation ethically and authentically. Avoid engaging in practices that may compromise the integrity of the review process, such as offering incentives in exchange for positive reviews only. 

Instead, focus on incentivising honest and genuine feedback from your customers. This ensures that the reviews you receive are authentic and trustworthy, maintaining the integrity of your online reputation.

Remember that incentives should complement the customer's experience rather than overshadow it. 

Providing excellent products, services, and customer support should be the foundation of your business. Incentives should serve as an additional gesture of appreciation, reinforcing the positive relationship with your customers and encouraging them to share their experiences with others.

How Huble can help you gain more customer reviews

From the above, it’s clear that customer reviews play a significant role in shaping the success of businesses and their impact cannot be underestimated.

Positive reviews serve as powerful endorsements of your products or services, instilling trust and confidence in potential customers. They provide valuable insights into the experiences of previous customers, helping others make informed decisions. 

On the other hand, negative reviews offer an opportunity for improvement and showcase your commitment to addressing customer concerns.

To maximise the benefits of customer reviews, it is crucial to adopt effective strategies for review generation. 

Personalised interactions and customer-centric approaches go a long way in nurturing customer relationships and encouraging positive reviews. 

This is where Huble's customer experience consulting expertise can make a difference. We offer comprehensive solutions to enhance your customer experience initiatives. 

Our team of experts can help you develop customer-centric strategies and optimise review management processes that foster positive reviews and drive business growth.

If you're looking to take your review strategy to the next level, get in touch with our team today to discover how we can assist you.

Not using HubSpot yet?

Book a demo with our team today.

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