What to do if the online store encounters bad reviews
The research of marketing experts and the experience of enterprises have shown that “the cost of acquiring a new customer is 5 times that of retaining an old customer, and the profit contributed by an old customer is 16 times that of a new customer.” Especially in today’s era of the prevailing fan economy, Customer relationship management has become a crucial knowledge, and the one who wins the fans wins the world. Next, let’s take a look at how to do a good job in the after-sales maintenance of a product and store.
- Getting started guide
The real after-sales starts from the moment customers buy our products and services. Taking the initiative to provide customers with usage suggestions is often better than the experience of customers taking the initiative to consult us and then replying. Getting started is like a detailed manual. For example, in the use of our fuel-saving treasure, many bad reviews are often caused by customers who did not set the operation correctly at the beginning. A complete onboarding guide can avoid customers giving bad reviews because they are not satisfied with the product or service.
- Regular return visit
In addition to the first hands-on guidance after the customer has just ordered the product, we also need to set up a return visit plan with a certain frequency, for example, a return visit once a week or a month. For some key and difficult customers, the frequency of return visits can be appropriately increased. Regular return visits can make customers feel that we care for him, help to improve customer stickiness and activate customer activity. For example, if you currently have 10,000 fans, but 9,000 fans have no daily interaction with you, they are all silent, which means that you have only 1,000 actual and effective fans. The same can be applied to customers. Activating customers can effectively increase the follow-up repurchase rate and renewal rate of old customers.
- Negative review maintenance
As an e-commerce operator, you should know how badly a bad review on a product’s homepage will affect the conversion rate in recent days. A few bad reviews are enough to make a hit.
The daily bad review reminder mechanism must be set up, and the first thing after going to work every day is to check the reviews on the page.
If there is a bad review, you should contact the customer as soon as possible. The first response to the bad review is to be “fast”, because the longer the delay, the easier it is for the customer to lose contact, and if the after-sales problems are not timely If the solution is solved, the customer will have the impression that we neglect him, and it will become more and more difficult to communicate in the later negotiation.
When dealing with negative reviews, our principle should be to change if we can, and we should be satisfied as the customer properly requests us. Sometimes it is necessary to make appropriate compensation for profits. It broke the hearts of customers and the future of the product.
Promote positive reviews
The evaluation system is an important indicator for Internet customers to refer to when placing an order. In order to show the excellent side of our products as much as possible, we need to accumulate as many praises as possible in daily life. Not passively waiting. Generally our measures to promote positive reviews:
Set up a reward mechanism for customers’ positive comments, such as giving small gifts, red envelopes, and vouchers for positive comments, so as to provide a reasonable motivation for customers to take the initiative to give positive comments to improve their enthusiasm.
When the after-sales return visit or the customer’s active consultation is completed, you can urge the customer who has a better chat to give a good review.
Use text messages to remind customers to contact our after-sales service in time if they have any questions, as well as praise and polite activities.
Build a fish pond for your own store, and focus on maintaining some old customers with a high repurchase rate and more active customers. These old customers are generally stable sources of praise.
Collect suggestions
If a product wants to do well, it must learn to listen to the voice of customers. The needs of customers are the pain points of our products. However, it is difficult for us to directly contact customers in daily operations, so this task needs to be completed by front-line customer service who communicate directly with customers. Provide a reasonable feedback channel for front-line customer service:
The report counts the types and quantities of problems encountered by customers after sales every day, as well as suggestions for products.
Collectively discuss and summarize new after-sales problems encountered every day and after-sales problems with more feedback.
Count the types of reasons for weekly negative reviews, and formulate policies to improve responses.