Customer reviews are important to businesses in all industries, on several fronts. They help them find new customers by ranking higher in online searches. Companies can also use them to influence prospects by earning their trust. Both of these goals are attainable. Yet gathering reviews can be time-consuming and daunting. This can be the case for a few reasons. Some business owners don’t have the technology or savvy to collect customer feedback. Or they might not know how or when to make the ask.
Enter automated review requests. They can make life a lot easier for today’s busy but ambitious business owner. Automated review requests are system-generated prompts. The idea is to get customers to provide feedback or reviews about a product or service. These communications can be set up to follow specific customer interactions. Leaning on automated tools makes collecting customer sentiment easy and painless.
Automated review requests follow a set-it-and-forget it collection process, allowing businesses to do so consistently and efficiently. These review requests can be sent via emails, messages, or pop-ups. Customers will be prompted to post comments on sites like Google and Yelp.
Review automation can help business owners create more buzz without having to dedicate hours to strategy and execution. By taking feedback to heart, businesses can make meaningful changes that impact customer satisfaction. Customers want to be heard and asking them for reviews can send a message that their loyalty matters.
6 Benefits of Automated Review Requests
Automated reviews can help businesses achieve goals they might not otherwise. Here are some key benefits:
Time-saving Advantages
Manually sending review requests to every customer is tedious and takes a great deal of time. Automated review requests, however, can be a business owner’s saving grace. That’s because they can free up resources for other necessary tasks like developing and executing a sales strategy.
Automated workflows can support business owners in their quest to do more in less time. Under this setup, every customer receives a prompt to leave a review. When managing all of the aspects of a business, it can be challenging to add one more task to your to do list. However, review automation makes it possible to connect with customers in the ideal window and do so in a way that makes it straightforward.
Consider Lake Powell Paddleboard. They have a great example of how automation can translate into results. After making the investment in Podium’s review platform, Lake Powell Paddleboards went from fewer than 100 reviews on TripAdvisor and only 11 Google reviews to nearly 300 reviews on TripAdvisor and 400 Google reviews—all with an average rating of 4.9 stars.
Enhanced Online Reputation
A slew of positive reviews can improve a business’s online reputation, making it more appealing to prospects. Automated review requests can help maintain that cadence. Consumers want to read current reviews. Better yet, positive ones can help present a business as credible and the clear choice.
The same goes for responding to reviews. Customers want to hear from the businesses they support. A response, even if the review is negative, can make a business seem more approachable. People want to do business with other people, after all. A business owner who takes the time to respond is one who shows they care.
Better Search Engine Rankings
Higher volumes of recent and positive reviews can help businesses appear higher in search engine rankings. Automated review requests ensure timely feedback, which search engines favor. In addition to relevance, Google favors factors like prominence and distance. So a glowing review from a customer from a month ago beats one from someone a year ago any day.
How do you compare against your competitor in this area? Don’t get left in the cold when you can be proactive by soliciting reviews.
Top-of-Mind Awareness
Business owners stand to gain from using automated review requests as part of their growth strategy. One reason is they encourage interaction after the sale or service. Checking in can also keep your business on their radar. In a world where people’s attention is divided, review requests can be a means to connect with intention.
Getting the timing right can be both an art and a science. By proactively asking customers to review your business, right after a purchase, the ask is more likely to be completed. Customers who have just had a positive interaction at checkout are more likely and willing to leave a review.
Improved Product/Service Quality Through Consistent Feedback
Regular feedback can be the catalyst that leads business owners to adjust and improve in areas. Automated review requests present business leaders with fresh customer insights they might not encounter in other contexts. Taking the good, the bad, and the ugly into account, business owners can take a thoughtful approach to enhance their products or services. Iterating can lead to products or services that fill a niche, improving customer experiences, and outperforming the competition.
Scalability
Implementing review-request strategies that consistently work can be a chore — especially for staff members already stretched too thin. Automated review requests are
scalable solutions that can handle thousands of customers without additional manual effort. Imagine sending out requests to hundreds or thousands of customers while you focus on what you do best.
Key Features of Automated Review Requests
Automated review requests are associated with several features that can make them effective in driving action. A few of them include:
- Trigger-Based: Request reviews based on predefined parameters such as purchase completion, service delivery, or a specific period after a transaction.
- Scheduled Timing: Increase response rates by scheduling at the most opportune times.
- Customer Data Integration: Mention the customer’s name, purchase details, or service received to make the request sounds legitimate.
- Customized Messaging: The content should reflect the brand tone and style. Most importantly, it should speak to the buyer’s specific experience.
- Mass Requests: Push out review requests in bulk, with the click of a button.
- Consistent Outreach: Use technology to reach eligible customers and solicit a review request, helping to keep the lines of communication open.
How to Set Up Automated Review Requests
Setting up automated review requests follows a 6-step process. Here’s what you can try to lead customers through this journey:
1. Choose the Right Platform or Tool
The right platform can put you on the right path. Get started by familiarizing yourself with a few of the options:
Podium
Podium has no shortage of features and it’s easy to learn how to use. You can send review requests via text message, which have much higher open rates than emails. Text marketing is associated with a 98% open rate with 95% of texts read within just three minutes.
TrueReview
TrueReview is great for newbies and it doesn’t require a huge investment. It plays nicely with other business systems, adding to the convenience factor. However, its functionality is somewhat limited compared to others you might come across.
Arrivala
Arrivala is great for companies in the hospitality and service industries. It can help send relevant and timely review requests. On the other hand, it may be too niche for businesses that don’t fall under these verticals.
Postscript
Postscript focuses on SMS marketing and review requests, offering seamless integration with e-commerce platforms. Its strength lies in SMS-based campaigns, but it might not be suitable for businesses in need of multi-channel request options.
Each of these platforms offers unique benefits and potential downsides, depending on the specific needs of a business. It’s best to vet each one before making the transition. (It’s best to read reviews or even ask fellow business owner colleagues for recommendations.)
2. Integrate with a CRM or POS System
To automate the process, the ideal review management tool should integrate with your Customer Relationship Management (CRM) or Point of Sale (POS) system. This important step allows the tool to automatically send review requests based on customer interactions.
For those using a CRM like Salesforce, HubSpot, or Zoho, it’s best to verify that the review management tool can pull customer data from these platforms. For instance, when using a POS system like Square, Shopify, or Lightspeed, the review tool will need to interface with these systems.
3. Segment Customer Base
Grouping customers based on various criteria such as purchase date, venue (in-store vs. online), purchase amount, or type of product/service can help frame a company’s message. Instead of receiving a generic request that might feel cold, customers can receive something that’s personalized to their situation. Segmentation also comes in handy when sending targeted offers.
4. Customize Review Request Templates
The next step is to customize review request email templates. Personalization helps produce more engaging responses. Businesses will likely find they have better results when they use the customer’s name and reference their recent purchase or interaction.The email should be concise but express a genuine interest in learning about their experience. A curated template like the one featured below can significantly increase the likelihood of customers leaving a review.
5. Determine the Timing and Frequency of Requests
Timing can greatly impact the outcomes of review requests. Sending a request too soon can turn people off. If you wait too long you might not capture as valuable of insights. Following best practices, try to send the request within a few days of the customer’s interaction. Track the frequency of requests. Avoid overdoing it, as this can backfire and result in negative feedback that harms a company’s online reputation. No one wants to be “that company,” after all.
6. Test and Optimize the Automated Process
Setting up automated review requests is a great starting point. Next steps, such as testing and optimizing the process, are ways to generate better online reviews. Keep tabs on response rates and customer feedback to flag issues or areas for improvement. Play around with different templates, timing, and channels to see how the results may differ.
Business owners might encounter challenges when first getting started with automated review requests. However, persistence pays off. Don’t give up — and make the most of resources.
Here is an example of an automated email template business owners can use as a framework when developing their own:
Hi {Name}.
Feedback from (business name} customers like you helps others feel more confident about choosing our company. Could you take a minute to go to [link to review platform] and share your positive experience?
Thank you in advance for helping us out!
Review Automation Made Easy
Whether Google Reviews or another place online, automated review requests can help you get more leads, increase sales, and make more money. The combination of the right platform, custom templates, timing, and a growth mindset can help business owners hit their goals, even as new competitors come on the scene.
Ready to turn customer feedback into results? Discover how Podium’s Reviews product can help you gather, manage, and respond to reviews. Don’t miss out on the chance to grow your business the smart way. Learn more about Podium Reviews or watch a demo today!
