Let’s start with a fun fact: the first known customer complaint is held in The British Museum and was written on a clay tablet 3800 years ago. The customer was upset that the wrong grade of copper was delivered. Etching a clay tablet seems like it must take a lot of effort, so it’s easy to imagine this must have been some pretty bad copper. It’s a lot faster and easier for modern customers to leave a review online, and companies need to be ready for both the threat and opportunity that review sites present.
The Importance of Customer Reviews
According to Invesp, customers are more likely to use your business and will spend more when they do if you have good reviews. It makes sense, right? If a customer can quickly see that they can trust you, a major factor in their decision making is already decided in your favor. 47% of customers won’t even consider using a business with fewer than four stars, meaning you can lose almost half your potential customer base without ever even speaking to them.
We’ve all had the experience of a customer threatening us with a negative review, too. Whether something has actually gone wrong with their order or they are just angling for special treatment, some customers will use your online presence for leverage. That can be a frustrating situation, especially if you don’t have a lot of reviews and you know one bad review will significantly lower your rating. If you get enough positive reviews, a few negatives are less damaging. They may even help, since customers will find large numbers of exclusively 5 star reviews suspicious.
How to Get More Reviews
Unfortunately, it can be difficult in the freight industry to get a positive review. Customers leave reviews when an experience is different than they expected, whether positively or negatively. A restaurant or product might get a good review because someone was surprised by excellent service or functionality, but a surprise with your freight is almost never good. The two possible outcomes for most shipments are either exactly what the customer expects or a bad experience.
So then what’s the best way to get positive reviews? There’s a deceptively simple answer: ask for them. It may be as simple as mentioning it next time you’re on the phone with the customer, but there are other good opportunities as well. Put a link in your email signature, post about it on your social media, or put a link on your website if you have one. You need to be careful not to trigger any spam or security measures, but a good rule of thumb there is just to be honest.
Take a look at any automated messages you send out, too. Got an email that goes out when a customer’s delivery is dropped off? Think about including a link to a review page. Same if you have a notice to a carrier saying that their payment is on the way. This is where you want to be careful though. If you have an alert going out to your customer saying their payment is late or to a carrier saying they damaged a shipment, it might be best to leave the link out. Ultimately, you’re just trying to remind your customers and partners about review sites at times when they might not normally think of them.
The largest review sites, like Google and Yelp, are important to every industry, but DAT and Truckstop both have places to leave feedback. It’s also important to be aware that if you’re an employer, you should keep a close eye on your ratings on Glassdoor and Indeed, along with any other job-hunting website. The first thing to know about any of these sites is that you can usually log in and manage your presence, and it’s good to do so.
Since reviews are all about making a good first impression, let’s start with maybe the most likely place for a potential customer to see your business for the first time: Google. Google reviews can be left by customers, current and former employees, suppliers, and just about anyone else. The mix of reviewers means that to keep your Google reviews high, it’s important to be a good partner to everyone. It also means that asking for a Google review is an option no matter who you’re talking to, so you have the opportunity to really build up your presence.
It’s also important to be aware of reviews on DAT. Carriers will be able to leave you (or the company you’re operating under) reviews based on their experience. Much like customers, drivers have the expectation that things are going to go smoothly, so they have either the experience they expected, or a bad one. Here again, the best way to make sure that they’re still leaving reviews when things go well is just to remind them. Just like with customers, you don’t need to harass your carriers for good reviews, making sure the link is readily available will usually get reviews steadily trickling in.
Responding to Reviews
Most review platforms give you a chance to respond to reviews. That’s important for a few reasons. First, if someone leaves a negative review, your response can be a chance to correct whatever went wrong. For readers of the reviews later on, they get a chance to see that when something did go wrong, you were active in trying to make it right. As an added bonus, a lot of websites use engagement as part of their algorithm that decides where you get listed. In short, if you’re active, you rank higher. There’s no big trick to responding – you’re performing the same customer service you do every day.
In fact, you’ve probably noticed an ongoing theme – none of this needs to be or even should be a major effort on your part. Reviews should be a small part of your daily customer interactions, not a huge initiative. The most important thing is that you don’t neglect this important part of your online presence.