There are several factors that influence a buying decision, from geography to economics. However, in e-commerce, one of the most predominant are the opinions of other users on a certain product or service. Employees of small and medium-sized enterprises (SMEs) in Mexico not only seem clear about it, but they make the most of it: 81% of them collect, monitor and respond to online reviews; considering that its use is very valuable in terms of investment of time and money.
Online reviews help improve customer service
Opinion platform Capterra recently conducted a survey on the collection, administration and use of online reviews by SMEs in our country, which provided important data; among them, that 76% of traders think that They help improve customer service..
How does this translate? Reviews or comments (whether positive or negative) are, in the eyes of the experts, equivalent to market research that offer great value and low cost.
In this context, brands have or apply strategies to get their consumers to leave reviews about the products or services they offer. Here’s what it looks like in the data:
- 47% ask their customers to write and submit a review at the end of every call, email or chat they have with the company.
- Another significantly lower percentage, 35%, share a link on the website that redirects to the page where a review or comment can be left.
It’s worth noting that the process of collecting and managing online reviews isn’t as complicated as it sounds: there is specific software for social networks or social network analysis. This also explains why the majority (68%) of SMEs choose to do so.
How should SMEs react to online reviews?
If the company is committed to gaining notoriety and creating an interaction-loyalty with the consumer in question, the response to your online reviews must be fast and personalized.
According to the study, this idea is not foreign to the sellers of our country. 63% have developed a response policy referring to three elements: tone, content and style. Another 45% have a speed of response policy. And finally, 70% say they respond the same day or sooner.
“Online reviews They are a valuable source of information. which helps companies improve their reputation and optimize their products/services. Almost all companies that take advantage indicate that it is worth it”highlights part of the report led by Bruno Peláez, Capterra content analyst.
Methodology used in the research
To achieve these results, an online survey was carried out during the month of February of the current year (2022) among more than 400 Mexicans, adults, dedicated or related to the receipt and use of reviews online about their products/services.
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