Customer reviews are crucial to any business – one might argue that the reason so many of us flock to Amazon whenever we’re looking to purchase something is because of the reviews. Whilst we can’t all run a multi-billion pound global super-business, there’s no reason every size of business can’t harness the power of reviews.
We’ve been working with Avery Associates for almost eight years at the time of writing, and it’s safe to say they’re one of the businesses who’ve really embraced customer reviews – and they’re now reaping the rewards.
Four years ago we added the functionality to the Avery Associates website which allowed their customers to submit a review. Whenever the accounts team issue an invoice for work they’ve done, they also include a link to the review page so the client can submit feedback. It’s a strategy which managing director Jeff Avery firmly believes in.
“We’re always looking at ways we can improve, and deliver the best service possible,” Jeff commented. “What we’ve found is that asking our clients is the best way to understand where improvements can be made.”
Fortunately, or more likely because they’re very good at what they do, it seems that the overwhelming feedback has been positive, with many reviews similar to this one…
“It’s both humbling and rewarding to receive such positive feedback,” Jeff added. “We’re not perfect – no businesses is, but 99% of the time we get it right and 100% of the time we try to get it right. Thankfully, I’ve got a great team who genuinely care about what they do, and that’s what our clients tell me.”
Whether your business is just starting out or you’ve been established for years, it’s never too soon to start requesting reviews from your customers. Not every customer will leave a review but even if you only secure one a week, in a year’s time you’ll have fifty reviews that will help you to secure more customers.
“The best way to think of it is like a savings account,” Jeff continued. “You might put a few pounds a week away and in the short term, you don’t see any benefit. However, give it a year or two and you’ve got something worth having. Add to that the value to the client in being able to give feedback and it’s a win-win situation.”
If your business is thinking of ways to improve, and secure more customers, we’d strongly recommend taking a leaf out of Jeff’s book and setting up a review function on your website. After all, if it’s good enough for Jeff Bezos and Amazon, it’s almost certainly good for the rest of us.