Roadmap to Success: Ratings & Reviews

Sometimes when something is free, you don't appreciate it or use it correctly. This is the case with Ratings & Reviews. Where else do you get a audience of tens of thousands, if not millions of customers, who have the ability to comment on not only your products but the competition's? Companies pay significant sums of money for focus groups and customer feedback yet, in many cases, do not use the data that currently exists on sites like Amazon, Walmart and Wayfair. Responding as the Brand to both positive and negative reviews shows an engagement level and commitment to customer satisfaction.

Reviews posted by customers offer multiple opportunities to optimize both product and brand. By reviewing the positive reviews, content can be improved by making sure that it includes and highlights what customers like most about the product. Negative reviews offer a chance to understand how to improve a product, better communicate functionality, use & care, or to offer the customer a satisfactory resolution, in a public forum, to their issue. Studying your competition's ratings & reviews offers the ability to understand what customer like about their products and what you do either highlight the same attributes or develop products with similar ones. Every brand want to know what the "Achilles' Heel " of the competition is and reading their negative reviews offers another opportunity to counter them when your products offer a solution or better alternative to the issue.

Questions & Answers are another often an underutilized source of very relevant data and also a place to make sure that misinformation is not posted on your products. Questions only come from those who either are very interested in a product or already own it. Either way, you have an engaged consumer, who is asking for help. Usually the questions from one consumer are shared by at least 10 other customers or potential ones. If the question regards a subject or topic that is deficient or missing from your digital content, this is a great time to edit it appropriately

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