The Customer Trust Checklist
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The Customer Trust Checklist

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Your five-point plan (and a few tricks you're missing) when it comes to gaining - and keeping - the loyalty and trust of your customers.

Your five-point plan (and a few tricks you're missing) when it comes to gaining - and keeping - the loyalty and trust of your customers.

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The Customer Trust Checklist The Customer Trust Checklist Presentation Transcript

  • THE CUSTOMER TRUST CHECKLIST (and what to avoid) THE TRICKS YOU’RE MISSING WHEN IT COMES TO EARNING THE TRUST OF YOUR CUSTOMERS
  • TRUST IS THE ENGINE OF COMMERCE. Without it, no commerce happens. With it, anything is possible.
  • The problem is, you can’t DEMAND trust! View slide
  • You have to demonstrate that you’re worthy of trust, and hope your customers see you in the act. (Luckily, that’s easy enough to achieve). View slide
  • The first step is to harness the power of the Voice of the Customer with ratings and reviews.
  • Done right, it builds a deep connection between your business and your customers.
  • consistently, Done right, it builds a deep connection between your business and your customers.
  • But done wrong, it can be disastrous to your reputation and leave you way behind. The difference is TRUST.
  • We’ve put together a five step plan for building trust through ratings and reviews.
  • STEP ONE
  • Ask ALL purchasers for a review.
  • Bias is the enemy of trust. Manipulating the sample group misleads consumers, damages your brand and costs you sales. 40% of people are less likely to trust reviews if they know they are only from a selected range of people. (Reevoo research 2013)
  • Asking everyone who buys from you to write a review means: VOLUME. Volume is vital. Not just to paint an accurate picture – it also helps your bottom line.
  • conversion rate (%) Here’s a graph of conversion rates for people who read reviews while shopping online. number of reviews per product Reevoo stats 2014 The more reviews, the more likely people browsing your site are to buy – and there’s no plateau. Once you have trust, the sky is the limit.
  • STEP TWO
  • make sure your reviews are... ...real!
  • AVOID THOSE three little words THAT ARE CRIPPLING PUBLIC TRUST IN CONSUMER REVIEWS:
  • write a review
  • It only takes a sniff of a fake and your customers will lose trust in ALL your reviews. Don’t become another news story only show reviews from people you can prove are verified purchasers.
  • Review systems that work collect proactively, by contacting people who have actually bought the product. Don’t just let anyone turn up and write a review. You work hard to give your customers good experiences - you should reap the rewards without worrying about fakes or fraudulent reviews.
  • STEP THREE
  • DON’T offer incentives.
  • 26% of people are more likely to write a positive review if offered an incentive. (Reevoo research 2013)
  • If your heart started racing at that stat, take a deep breath and think again. Offering incentives for good reviews is junk food for your business. Short term gain, long term problems.... But oh so tempting! Even a hint of bribery will destroy any brand integrity that your reviews gain.
  • Authentic reviews are nutritious. They build brand advocates and trusting customers for life.
  • STEP FOUR
  • Show ALL reviews – warts and all.
  • Negative reviews can help your business. It might go against your marketer’s instinct but consumers spend more than five times as long on site when they interact with bad reviews, trust the reviews they see far more and convert nearly 85% more often. (Reevoo research 2013)
  • 95% of people suspect censorship or faked reviews when they don’t see bad scores. (Reevoo research 2013)
  • To display all your reviews most effectively, you’ll need moderation in place. A language filter will ensure unusable content doesn’t slip through, but it won’t do the whole job... You’ll also need human moderation on every review you receive.
  • STEP FIVE
  • Show WHERE your reviews have come from.
  • Trust is all about transparency. People writing reviews need to know exactly how the reviews got there, or they just won’t trust them. If you’re using a third party service to collect and display your reviews, perfect! This step (and hopefully all the rest) will be done for you. Display the third-party Trustmark or logo and you’re in the clear. if NOT...
  • You’ll have a hard time explaining to your potential customers that you didn’t manipulate any of the reviews... even though you have the power (and a motive) to. 80% of online shoppers feel more trusting of reviews displayed by a neutral, credible third party. The Wall St Journal, Dec 9 2013 – US & UK
  • By implementing all these steps, you’ll have built your engine. Think of this as your five-point safety check for building trust. Tick them all, and keep them ticked consistently, and you’ll see the results in your reputation and your sales.
  • “The impartiality of content is extremely important to our marketing strategy. Providing customers a platform to exchange independent views and opinions on our products allows them to share their knowledge and experiences, and help each other with buying decisions.” Mike Simpson Marketing Director, Black & Decker Europe, Australia & New Zealand “We wanted to make sure we worked with a company that was completely independent and where reviews are never incentivised, and therefore true and authentic.” “It’s very easy to find fake reviews on some e-commerce sites. Our consumers are more informed now so it’s important for us to provide impartial reviews.” George Mead Brand Marketing Manager, Beko Marco Titi Marketing Director, Marcopoloshop Group
  • HAVING TRUST ISSUES? LET’S TALK. reevoo.com e: info@reevoo.com