making bbb customer reviews work for your business · making bbb customer reviews work for your...

Making

BBB Customer Reviews

Work for Your Business

Customer Reviews

Good for Consumers

Good for Businesses

Customer Reviews

Influence of Reviews

Source: Nielsen, 2014/2015

The 1-2 KO BBB Punch: • Ratings and online reviews have a high influence on purchasing decisions

• 88% of consumers who seen reviews claimed influenced buying decisions(Dimensional Research, 2013)

Consumer Usage

• 92% read reviews to determine quality of a local business

• Usage increasing for all types of businesses

• 88% consumers read up to 10 reviews before they trust a business

The “Savvy Shopper”– seeks out more about purchasing experiences, products and services

Source: BrightLocal, 2015

Bottom Line: Marketplace Needs Reviews

• Consumers use - and expect – customerreviews to help make purchasing decisions

• Need for trusted reviews from trustedsources

• Timely, relevant and provide a first-person perspective

• Feedback and response builds relationshipand trust between buyer and seller

• Consumers like to see “both sides”

• Solutions are more important thanproblems

• Internet likes user-generated content

Where is the most commonplace to read a POSITIVE

customer review?

Consumer Usage

• About 2/3 consumers recalled reading reviews(63% negative & 69% positive)

• 58% consumers more likely to share their experiences with othersthan five years ago

Source: Dimensional Research, 2013

Who is reading and posting customer reviews?

Consumer Usage

• Women (53.2%)

• Ages 25-34

Source: Maritz Research Part I , II, III, 2013

Women (47.25%)Ages: 18-34 – 31%

35-54 – 41%55 + - 28%

Source: Google Analytics

BBB User Demographics

User Generated Content (UGC)

Magical Millennials

http://mashable.com/2014/04/09/millennials-user-generated-media/

What percentage of people

in North America say they

TRUST customer reviews?

Trusted Reviews: Consumers

• 68% in North

America trust consumer reviews

(Nielsen, 2013)

• 68% say positive reviews make them

trust local businesses more

• 80% trust online

reviews as much as personal

recommendations –

authenticity, number of reviews and type

of business influence trustworthiness

Source: BrightLocal, 2015

What do small business owners think?

Source: Yodle, 2014

• 50% important for their business to receive positive online reviews

• 43% online reviews are unfair because they do not verify that people who leave reviews are actual customers

• 87% of businesses do NOT ask their customers to post reviews.

How are BBB Customer Reviews Different?

About BBB Customer Reviews

Why BBB Customer Reviews are Different

• True to form - BBB processes customer reviews in an ethical, fair, unbiased manner and we do it consistently

• Reviews each and every customer review before posting them

• Provides an opportunity to challenge the identity of the reviewer before the review is posted- not allowing anyone to post fake or ill-intended reviews

• BBB does not post any anonymous reviews

• Sends the submission to the business - allowing the business to provide additional feedback to help address the reviewers issues

• Protects the identity of the submissions by not posting personally identifiable information

• Validates the email address of all reviewers

• In some instances works with both consumer and business to help work through the issues

• Uses the data to help investigate businesses

Complaints vsBBB Customer Reviews

Complaint BBB Customer Review

BBB Letter Grade Rating Can affect BBB letter grade No affect BBB letter grade

Reportable on BBB Business Review

Yes-36 months Yes-36 months

Business Response Required to close complaint answered

Requested

Resolution Must seek a resolution Does not need/want resolution

Customer Feedback Negative Positive, Neutral, Negative

How Your Business Get

BBB Customer Reviews?

Ask!

Use our Customer Review Toolkit

• New Customer Review Dynamic Seals

• Email signatures

• Window clings• Point of Sale cards and signs

• Stickers for estimates, invoices and

receipts

• Sample social media posts/examples

• Tips flier “asking and managing customer reviews”

Customer Review Dynamic Seal

OLD NEW

Email Signatures

POS Sign and Card

Self-Print Stickers (Avery 5162)

How else do BBB Customer Reviews help my business?

How else do BBB Customer Reviews help my business?

Any business that has a published customer review automatically receive a BBB star rating available on all Google searches where a link to a business’s BBB Business Review is displayed. The BBB star rating incorporates a business’s BBB rating and customer review rating.

Where Can I Find More Information?

bbb.org/central-texas/reviews/

BBB Customer Reviews

Good for Consumers

Good for Businesses

Customer Reviews from a Brand You Trust.SM