Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Customer reviews: The latest loyalty tool

Based on an analysis of data from more than 100,000 pieces of user-generated content (UGC) in the Bazaarvoice network, and a survey of 1,600 US adults, the index notes that consumers tend to feel much more favourably toward brands that respond to negative customer reviews than when the brand doesn't respond at all.

In addition, when brands responded to a review in which the product owner misused or demonstrated a significant misconception about the product, shoppers who saw the brand response were 186% more likely to purchase than those who did not see the response. Similarly, when a brand's response offered to refund, upgrade, or exchange a disgruntled customer's product for a different model, shoppers were 92% more likely to purchase than shoppers who saw no response.

Shoppers also see responsive brands as being caring and trustworthy, and consequently they tend to show greater sentiment toward those products. Seeing a brand response to a review made consumers think the brand "really cares about the customer" (41%), "has great customer service" (35%), is "a trustworthy brand" (22%), or provides "products that are high quality" (14%).

Average sentiment also improved 157% after seeing a review with a brand response that corrected product misuse and offered corrective instructions, and 88% when a brand response offered to refund or upgrade the reviewer's product.

"We all accept that businesses need to be more engaging and some go so far as to say that businesses need to be more 'human'," concluded Lisa Pearson, chief marketing officer at Bazaarvoice. "Responsiveness is one of the most important dimensions of a more human commercial relationship. With the acceleration of market changes from social media, new technologies and increased competition, companies who want lasting relationships with consumers must participate in experiences that foster trust, dialogue, and collaboration at each stage of their journey."

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)