5 Steps to Better Online Customer Reviews Using Email
3. Auto-populate the process. Once you have your timing down, automate the review process as much as possible to make it easy for your customers to comply. Tie backlinks within the email to your customers’ accounts so that when they click on the review form they're already logged in to your system. Requiring customers to re-enter their account details when requesting reviews is one more hurdle for the user to jump and one more deterrent to their seeing that review through. Similarly, auto-populate all of the necessary product and order information into the review form — e.g., SKU or part number, manufacturer, shipping information — so customers don't have to do it themselves. The more intuitive and seamless you can make the review process, the better.
4. Keep it short. This often goes without saying, but keep the review form short and sweet. If your customer needs to spend more than five minutes filling out a review form, your process is too long. This is particularly true for customers who place orders weekly or in bulk. Those five minutes add up and quickly become a tedious process. Minimize the number of short answer questions on your review form and consider a multicategory ratings system to even further simplify and shorten your review form. B-to-B organizations dealing directly with procurement professionals will find this approach particularly effective because they can then forward that short review form on to the actual end user for completion.
5. Incentivize your reviewers. Incentive programs remain one of the most widely debated components of marketing and customer engagement. When leveraged wisely, however, they can be very effective in garnering better customer reviews without compromising the authenticity of those reviews or the integrity of your organization. Like the timing of your program, be selective in who you offer those rewards to and what rewards you offer. Don't be afraid to consider incentives outside of the scope of your organization (e.g., Starbucks e-codes).