Making BBB Customer Reviews Work for Your Business
Customer Reviews Good for Consumers Good for Businesses
Customer Reviews
Power of Customer Reviews Do you ask for customer reviews? Why or why not?
Your Thoughts… Good, Bad and Ugly of reviews For Consumers? For Businesses?
Influence of Reviews 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) Source: Nielsen, 2014/2015
Consumer Usage • 88% read reviews to determine quality of a local business • Usage increasing for all types of businesses • 85% consumers read up to 10 reviews before they trust a business The “Savvy Shopper”– seeks out more about purchasing experiences, products and services Source: Bright. Local, 2014
Consumer Usage Q 1: How OFTEN, if ever, do you use each of the sources listed below for information, recommendations, ratings or advice about businesses? Base: All Respondents. (5=Daily; 4= A few Times a Week; 3= A few times a Month; 2= A few times a year; 1= Never) Q 2: On a scale of 1 to 5, with 1 meaning NOT AT ALL and 5 meaning VERY MUCH, how much would you say each of the sources below INFLUENCE your purchase decisions? Base: Respondents Who Used. U. S. Source: Nielsen, 2014/2015 CANADA
Where is the most common place to read a POSTIVE customer review?
Consumer Usage • About 2/3 consumers recalled reading reviews (63% negative & 69% positive) • 58% consumers more likely to share their experiences with others than five years ago (Dimensional Research, 2013) Source: Bright. Local, 2014
Who is reading and posting customer reviews?
Consumer Usage • Women (53. 2%) • Ages 25 -34 • Upper income groups read and post at rates twice that of lower income Source: Maritz Research Part I , III, 2013
Magical Millennials http: //mashable. com/2014/04/09/millennials-user-generated-media/
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) • 72% say positive reviews make them trust local businesses more • 88% trust online reviews as much as personal recommendations – authenticity, number of reviews and type of business influence trustworthiness Source: Bright. Local, 2014
Trusted Reviews: Businesses Engage Interest Motivate Action • 51% more likely to be viewed as worth reading more about • 38% more likely to be viewed as a business the person would visit • 43% more likely to be viewed as having what the person needs • 29% more likely to motivate consumers to consider purchasing from the business Establish Trust • 78% more likely to be viewed as wellestablished Create a Positive Image • 197% more likely to be viewed as a dependable place • 204% more likely to be viewed as offering quality products or services • 91% more likely to be viewed as knows what it’s doing • 94% more likely to be viewed as a reputable business • 199% more likely to be viewed as caring about its customers Source: Google and Ipsos Media. CT, 2014
What do small business owners think? • 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% do NOT ask their customers to post reviews. Only 14% post customers’ reviews to website Source: Yodle, 2014
Marketplace Needs Reviews • Consumers use - and expect – customer reviews to help make purchasing decisions • Need for trusted reviews from trusted sources • Timely, relevant and provide a first-person perspective • Feedback and response builds relationship and trust between buyer and seller • Consumers like to see “both sides” • Solutions are more important than problems • Internet likes user-generated content
Customer Reviews from a Brand You Trust BBB Vision: Ethical Marketplace Where Buyers and Sellers Trust Each Other
How are BBB Customer Reviews Different?
About BBB Customer Reviews
BBB Customer Reviews • Quick time, not real time – humans not robots • Proactively reaches out to business - Business can: ignore, respond, challenge/not my customer • BBB Verified Reviewer Safeguards: • Verify email address; no anonymity • No multi-user comments (business and consumer only) • No third party reviews • IP address tracking, monitored • Can’t file negative review and complaint BBB Brand: TRUST
BBB Customer Reviews Total Customer Reviews in BBB System (September 2015) Submitted Verified Approved Published Positive Negative Neutral Unapproved IB 118, 522 95, 725 74, 433 72, 314 43, 468 29, 752 1, 213 44, 089 Hurdman 115, 558 86, 379 73, 430 68, 130 48, 380 23, 712 1, 338 42, 128 Total 234, 080 182, 104 147, 863 140, 444 91, 848 53, 464 2, 551 86, 217 Breakdown Percent of reviews received that are unapproved 100. 0% 62. 1% 36. 2% 1. 7% 36. 8% Please monitor and track your local BBB Customer Review Stats and Trends BBB Minnesota and North Dakota (July 2015)
Complaints vs BBB 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 Business Response Required to close complaint answered Requested Resolution Must seek a resolution Does not need/want resolution Customer Feedback Negative Positive, Neutral, Negative
BBB Customer Reviews are: Relevant for both consumers and businesses Transparent with expanded picture of buying experiences Proactive “checking” before you buy Engaging more than just complaints
BBB Customer Reviews from a Brand You Trust.
How Your Business Get BBB Customer Reviews?
Ask!
Use our Customer Review Toolkit • • Logos with Torch Logo – 3 versions, including Canadian 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
Window Cling (can’t insert graphic – EPS)
POS Sign and Card
Self-Print Stickers (Avery 5162)
BBB Customer Reviews Good for Consumers Good for Businesses Customer Reviews from a Brand You Trust.
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