Customer reviews are like gold for any business’s online reputation—they build trust, show off your awesome products or services, and even help you improve.
But here’s the catch: getting customers to leave those glowing reviews can sometimes feel like trying to catch a unicorn. You know it’s important, but getting people to sit down and write them can feel like a monumental task.
Don’t worry, though! This guide is here to make the review process not only easier but also fun. We’ll dive into clever, effective strategies that will help you collect more customer reviews without any shady tricks.
How to make customer reviews work for you
It’s clear: reviews are essential. But how do you get customers to leave them? Don’t worry, we’ve got five fool proof ways to help you collect more reviews, all while adding value to your business!
Case 1
A highly successful review campaign was once executed at a family-run business. The campaign involved sending postcards to recent and current clients. The postcards explained that if customers loved the service but hadn’t yet written a review, they could enter to win one of two holiday hams by submitting a review. Customers were simply asked to inform the business where they had posted the review—either on Facebook or Google—to be entered into the giveaway. Additionally, if customers felt the service didn’t deserve a 5-star review, they were encouraged to provide feedback via email. This allowed the business to improve and still enter customers into the giveaway. About 150 postcards were sent out, and the campaign resulted in 25-30 reviews.
Case 2
A similar challenge arose in another business, where asking for reviews at the time of payment, as well as sending emails and text messages, wasn’t yielding results. A new strategy was then implemented—customer follow-up phone calls one week after service. The goal was to ensure that customers felt they had been treated fairly, that their issues had been resolved, and that they were satisfied with the service. At the end of the conversation, the business asked for a review if the customer was pleased with the service. Although only about 10% of customers left reviews, the strategy proved to be successful, with over 100 reviews received during the summer months.
The true benefit of the follow-up calls was not only in the reviews but also in the positive feedback from customers who appreciated the personal touch. Additionally, this approach helped uncover a few cases where customers were dissatisfied, giving the business the opportunity to resolve those issues. This follow-up process has become one of the most valuable additions to the business’s operations.
Offer Incentives (The Right Way!)
Incentives are a powerful way to encourage customers to leave reviews, but you’ve got to do it right. You can’t pay for reviews, but you can offer rewards like discounts, loyalty points, or even entries into a prize draw. For example, offer a discount on future purchases or a free service in exchange for feedback. But remember, transparency is key! Let customers know that the reward is for honest feedback—whether it’s positive, neutral, or negative.
A simple message like, “We value your feedback and would love to hear about your experience with our service. As a token of appreciation, we’re offering…” will encourage customers to share their thoughts without feeling pressured. This not only increases the number of reviews you get but also builds customer loyalty.
Make the Review Process Easy and Accessible
The easier it is for customers to leave a review, the more likely they’ll actually do it. Make sure your review form is easy to find on your website and is simple to fill out. Add a prominent “Leave a Review” button and reduce the number of steps needed to submit feedback.
The more barriers you create, the fewer reviews you’ll get! And don’t forget about mobile—customers should be able to leave a review just as easily on their phones as they can on a desktop. A smooth, mobile-friendly process is key to ensuring customers follow through.
Handle Negative Reviews Like a Pro
Negative reviews? We all dread them. But here’s the thing: instead of avoiding them, use them as an opportunity to shine. Respond quickly, professionally, and with empathy. Thank the customer for their feedback, acknowledge their concerns, and offer a solution—whether that’s a refund, a service redo, or a discount.
If the issue is complex, take the conversation offline and offer direct contact details to resolve things privately. When handled correctly, a negative review can actually build trust and show potential customers that you’re committed to providing excellent service.
Showcase Positive Reviews (And Thank Your Customers)
Want to make the most of your reviews? Show them off! Feature glowing reviews on your website, social media pages, and email newsletters. The more you highlight positive feedback, the more likely other happy customers will follow suit.
But don’t stop there—respond to reviews with a simple “thank you” to show customers that you truly appreciate their time and thoughts. You can even feature standout reviews in your marketing campaigns. It’s social proof in action, and it encourages potential customers to trust your brand.
Automate the Review Process
If your business gets a high volume of sales, it can be tough to manually ask for reviews. That’s where automation comes in! Tools like MailChimp, Klaviyo, or Omnisend can automatically send follow-up emails requesting feedback after a purchase. This saves you time while ensuring you never miss an opportunity to collect reviews. In fact, up to 80% of reviews come from automated request emails. Set it up once, and let the system do the heavy lifting.
Is it okay to incentivize reviews?
Incentivizing customer reviews has become a common practice for businesses looking to boost their online presence. Offering discounts or rewards in exchange for reviews can certainly motivate customers to share their feedback, but is it really the right way to go about it? According to the FTC (Federal Trade Commission), offering incentives like discounts is generally permissible—but with a crucial caveat: the incentive cannot be conditional on a specific positive sentiment or tone in the review. In other words, businesses can encourage customers to leave a review in exchange for a discount, but the review must be unbiased—whether it’s good, bad, or neutral.
While many businesses continue to offer incentives for reviews, adhering to this rule can feel like a disadvantage when everyone else is potentially bending the guidelines. As much as it may seem like you’re falling behind by not incentivizing positive feedback, staying committed to authentic customer reviews can actually be your strength. By following the FTC guidelines and not tying incentives to positive reviews, you’re ensuring that the feedback you get is genuine. This authenticity builds trust with your audience. In an age where fake reviews are becoming a growing concern, customers will appreciate knowing that your reviews reflect real experiences. This can differentiate you as a brand of integrity in an oversaturated market.
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