It may seem that there is nothing that can be done about negative reviews. However, sometimes negative reviewers can be transformed into enthusiastic customers. It all depends on how the feedback is handled. A Voice of Customer tool helps companies interpret feedback correctly and respond accordingly.
What Is the Voice of Customer?
Voice of Customer solutions listens to customer’s opinions, feedback, preferences, and criticisms. This strategy uses these as raw material to produce customer insights that guide strategies to improve marketing and product development. Customers who have a particular pain point may develop an affinity for a company that incorporates feedback and makes positive changes.
Voice of Customer involves gathering data, analyzing it, and implementing it into solutions. Communication with the consumer at every stage is an essential part of the Voice of Customer philosophy. VOC tools pinpoint customer sentiments regarding features and products and analyze different kinds of data. This guides innovation and improvement in customer experience.
Identifying Negative Voice of Customer
Negative reviews can be challenging to face, but they are necessary for upgrading products and features. They can be found wherever items are in discussion on review sites and eCommerce platforms. Keeping track of negative reviews is essential with an app or software that will send notifications when a new review appears.
Retrieving reviews with a web scraper is more comfortable than the old-fashioned cut and paste approach. If there are dozens or hundreds of reviews, a web scraping tool can lift the HTML code and store the text in a database. The text should be clean of extraneous characters that interfere with the analysis. Besides, a web proxy is essential during the web scraping process to disguise the user’s IP address and prevent blocking.
When the content has been retrieved and prepared, sentiment analysis tools interpret the reviews and feedback for feelings and tone. It is easy to spot negative reviews, but sentiment analysis can read between the lines and locate discontent levels in the text.
Locate the Source of Negative Voice of Customer
After data collection and analysis, translating the results into innovation and improvement is the next step.
Extensive testing may not reveal all of the potential flaws of a new product. The item may not seem defective, but user experience over a period of time can reveal specific issues that the company may not be aware of before the product release. Items should be periodically receiving updates, and negative reviews play a role in identifying features that require fixing.
When there are many negative comments about a particular feature, publicizing the product’s upgrade can make the consumer feel that we hear their voices. When customers listen to, they tend to reward this attention with sales and referrals.
Voice of Customer: Product Description
Product description copy is essential for introducing an item and its features to potential customers. Any inaccuracies in a product description are likely to appear by the customer negatively. This reveals a need for analyzing and editing descriptions carefully before they publish.
Negative reviews criticizing descriptions directly. Responding to the criticism, revising the product description carefully, and demonstrating to the reviewer that changes implements is a good practice. The reviewer will be able to see that the company is responding directly to feedback.
Most companies are eager to address customer dissatisfaction by providing a replacement item free of charge given certain conditions and a warranty. This issue is often receiving primary attention, with a customer bringing a breakage or malfunction to the company’s attention directly.
However, a problem can arise when a dissatisfied customer airs this complaint directly on a review site. Not only does this prolong the issue, but it makes the problem public, which can be embarrassing to the company. It is essential to address criticism that is public in the same forum and not to wait or seem eager to hush it up.
Offering to replace the item or provide a refund in direct response to the review will repair the company’s image and encourage a positive view of its customer service. In this sense, negative reviews provide an opportunity to highlight attention to customer experience.
Return and Shipment Policy
A company may not be aware of flaws in return and shipment until customers discuss these issues openly. It is essential to keep track of customer service tickets and notice comments that keep coming up before negative reviews start appearing.
Once reviews appear, providing a concerned response to complaints about late shipment and faulty returns is essential and reveals how the problem fixes. This may mean finding another service or upgrading processes. Showing tangible steps toward improvement will make an impression on customers.
Turning Negatives into Positives
A negative review doesn’t need to accept it. Negative comments can turn into positive reviews, depending on how this feedback is. Companies should be notified of negative reviews, respond to them constructively, and pinpoint tangible actions to fix the negative review’s problems.
Acting on VoC, even when it is negative, will impress customers and may convert harsh critics into enthusiastic fans of a company or brand.