30-second abstract:

  • Buyer critiques are a robust device that helps companies perceive what they’re doing proper and the place there’s room for enchancment.
  • To effectively accumulate consumer critiques, use a number of channels to encourage customers to share their suggestions each internally and on third-party platforms.
  • Unfavorable buyer suggestions is very treasured as, if dealt with correctly, it helps companies develop and provide higher service.
  • Social media can assist you construct a constructive model picture, you simply want to have interaction with individuals mentioning your model and begin constructing relationships with influential figures in your discipline.

Companies are inclined to assume that it’s higher to get no critiques than to get unhealthy ones. We at SE Rating, have an opposing view – for us, buyer suggestions is all the time a blessing, be it constructive or destructive. We now have developed a system of gathering, processing, and responding to consumer critiques that’s useful each for us and our prospects.

Through the years, we’ve constructed an engaged and motivated group of purchasers who assist us form our product. They aren’t simply individuals who occur to make use of our platform, but in addition our consultants, companions, and pals who know that their suggestions is all the time appreciated.

I’m Maria Kazakova, popularity supervisor at SE Rating, and on this article, I’ll share our expertise of gathering consumer suggestions and utilizing it for the product’s sake. The information will probably be particularly helpful for SaaS merchandise.  

The best way to encourage customers to share their suggestions by way of totally different channels

Leaving critiques takes time, so usually customers don’t rush to your contact us web page or evaluation platforms until they’d a remarkably constructive or exceptionally poor expertise. Our process as a enterprise is to supply customers with alternatives to simply share their suggestions throughout totally different channels. That is how we do it at SE Rating.

1. On-site communication

We now have a dwell chat widget on our web site, the place customers can ask their questions and get help at any time. The chat is on the market for each our web site guests and prospects with the one distinction: our purchasers are requested to price their expertise on a three-point scale when the chat ends. Then our buyer success workforce works with each suggestions approaching each comfortable and disillusioned purchasers. 

When the suggestions is destructive, our brokers’ process is to determine what went flawed and the way we are able to resolve the issue. If the consumer is comfortable, we ask them to evaluation our product on a third-party platform. Normally, they received’t depart a evaluation immediately however will agree to write down one someday later. We add such prospects to the listing of potential reviewers and later ship them a follow-up e mail as soon as once more asking them to depart a evaluation. 

What helps us streamline the entire course of is our buyer communication software program by HelpCrunch. It routinely sends the rate-us chat message I discussed earlier, it retains all of the chat histories, so we are able to analyze them when needed. Lastly, it gives us with statistics on the variety of extremely and poorly-rated chats.

Unnecessary, to say that we attempt to maintain our satisfaction price excessive. Our buyer success workforce’s KPI is getting 98% of constructive suggestions, and so they do their greatest to ship excellent service and attain this purpose.

2. Internet promoter rating survey

SE Rating customers who haven’t any cause to contact our customer support additionally get an opportunity to share their suggestions. After utilizing SE Rating for a couple of weeks each buyer is requested to price their expertise on a scale of 1-10 – a window with a survey pops up after a consumer indicators in to the platform. 

If the consumer just isn’t able to price us instantly, they’ll shut the window and get again to the survey at any time by clicking the ‘Price us” button. It’s accessible throughout the platform and solely disappears when a consumer completes the survey. On the identical time, we made the button completely unintrusive in order that customers may maintain utilizing the platform with none inconvenience. 

As soon as a consumer charges their expertise, one other window pops up inviting them to depart detailed suggestions on how we are able to additional enhance our product. Identical to with feedbacks we get by way of chat, we contact each sad buyer to study what we are able to do to supply them with a greater expertise. Clients who gave us a 9 or a ten routinely get an e mail with a request to evaluation our platform on G2.

3. Needs

Yearly earlier than Christmas holidays we ask our customers to make a want—inform us which new options they need us so as to add to the platform within the yr that comes. 

SEranking wishes animation

We get tons of of needs from our prospects all around the world which we then rigorously analyze. Many shoppers really ask for a similar issues, so we group all the same concepts and ahead them to our CTO who decides which ideas to tackle. And as soon as we’ve a transparent plan to comply with, someday round January we share all the main points with our prospects committing to meet the desires that made it to our roadmap.

Such an method is a win-win technique as a result of by way of needs we get to know what our purchasers lack essentially the most and customers can assist us remodel the platform in a manner that speaks to their wants. We get a lot of encouraging feedback from customers whose needs had been included in our roadmap. These customers maintain observe of our updates grow to be part of what we name “buyer improvement”—testing new options along with our purchasers. 

For instance, final yr we carried out the brand new reporting system. prospects had been granted early entry to the check model of the brand new device. We requested them to share their ideas and report any attainable bugs, and as soon as we polished the device and adopted the client’s most related suggestions, the brand new model changed the previous one.

4. Evaluation platforms

Usually, evaluation platforms are thought of to be a very powerful channel of consumer suggestions. For us, it’s somewhat secondary. Earlier than customers depart feedback elsewhere they most like have already shared their opinion with us by way of dwell chat, surveys, emails, or needs. 

Nonetheless, critiques on third-party platforms work as rumor mills—extra individuals get to find out about our product and its benefits. So, for positive, it’s essential to control the critiques throughout totally different platforms and encourage loyal prospects to share their suggestions.

Conserving observe of the critiques

We at SE Rating monitor over 20 web sites the place individuals can write critiques about us. We notice that customers can depart critiques at any time with no push from our finish. So, regardless that monitoring all these platforms is a bit time-consuming, we nonetheless wish to ensure not a single evaluation goes unnoticed.

My advice is to pay particular consideration to Google critiques. They’re part of an organization’s Google My Enterprise profile. It may be seen when the enterprise is looked for on Google Maps, but in addition typically makes its solution to the model SERP as a panel to the correct of the blue hyperlinks. For brick and mortar companies, Google critiques is the first platform for working with buyer suggestions. As we’re a SaaS product, Google critiques will not be as essential for us. Nonetheless, it’s essential to watch and reply critiques and questions on Google, so customers received’t get a sense that you just ignore your purchasers. 

SE Ranking Google reviews

Additionally, maintain an in depth eye on Trustpilot. It is likely one of the evaluation platforms whose little stars are more likely to seem in your model SERP. 

SE Ranking Trustpilot reviews

The nice and, on the identical time, the unhealthy factor about Trustpilot is that there’s no moderation process. No one checks the place the critiques come from, so anyone can write something about your product right here together with sneaky opponents attempting to control your ranking. However, customers discover it simple to depart suggestions right here, so you could get loads of “natural” critiques.

Encouraging customers to depart critiques

When asking your customers to share their suggestions, you may’t embrace each platform the place your corporation has a profile. To get tangible outcomes, it’s important to select one platform to concentrate on together with one or two supplementary evaluation web sites.

Essential observe: Don’t provide customers to depart a evaluation on a number of platforms directly. In the event you ask them to “write a evaluation on G2, Capterra, Trustpilot, or Google”, you’ll in all probability get none. Choose one platform to concentrate on (we’ve chosen G2). Over time, you may method the identical customers and ask them to depart one other evaluation on a unique platform (on Capterra in our case). 

Identical to Trustpilot, G2, and Capterra scores typically make their solution to the model SERPs. However the cause that made us select these two platforms is their wonderful popularity.


Not like Trustpilot, G2 has a fancy moderation system in place: each profile must be validated and it takes as much as every week for a evaluation to be authorised and printed. To go away a evaluation a consumer has to spend as much as 40 minutes answering 30 questions and sharing detailed suggestions. Naturally, such a fancy course of places off some prospects however that is what makes each evaluation so worthwhile and the platform so respected. 

So how one can persuade purchasers to evaluation their product on G2?

  • To start with, present a service that’s value speaking about. 
  • Second, use each handbook and automatic methods of gathering critiques.

I’ve already talked about how we accumulate critiques routinely—we goal customers who shared their suggestions within the dwell chat or by way of the NPS survey. If a consumer is comfortable along with your product, or in the event that they had been sad with it however you solved their issues, they may probably be up for writing a evaluation for you. In addition to, we accumulate critiques manually by emailing our most loyal prospects. 

Such an method has proved environment friendly as we’ve managed to gather over 500 G2 critiques. Due to the wonderful suggestions of our comfortable prospects, SE Rating was named the second-best web optimization Software program amongst 66 different instruments listed. In addition to, we had been listed among the many 50 greatest software program options in step with HubSpot, Zoom, and Grammarly.  

The massive benefit of G2 is that it asks customers whether or not we are able to use their evaluation elsewhere. Because of this we are able to use G2 critiques on our web site with out spending time on gathering new ones. 


Capterra is one other respected evaluation platform that additionally has a fancy moderation process. Amongst others, they confirm the reviewer’s id, test if they’re in any manner affiliated with the product or quite the opposite work for the opponents. For this platform, we solely encourage customers to depart a evaluation manually. For instance, if a consumer has already shared their suggestions on G2 Crowd, we ask them to share one on Capterra as effectively. Naturally, some customers evaluation us on Capterra out of their very own initiative. 

How we work with destructive suggestions

We insist that destructive critiques are crucial for model self-reflection. 

More often than not, customers write such critiques on the spur of the second, after having a brief disagreeable episode along with your product or your workers. 

Nonetheless, generally, even a loyal buyer with long-lasting relationships with you may nonetheless be unhappy with some points of your work. Unfavorable suggestions from such purchasers exhibits that you just’ve been doing one thing flawed systematically, so they need to be handled as a sign to start out fixing issues up instantly.

It additionally occurs that customers price you badly by mistake. A misclick may end up in a destructive evaluation—an precise case we had with our NPS survey.

Misclick bad review

In any case, you must attain out to the purchasers, determine what the issue was, and make issues proper. 

  • First, thank them for sharing their suggestions and letting that one thing was off. 
  • Second, say that no matter is the explanation for his or her destructive impression, you’re sorry for that and able to make up for it. 
  • Third, attempt to determine what precisely went flawed and how one can assist to treatment the state of affairs. At this stage, we are able to provide our customers a demo session, prolonged trial entry, or a protracted subscription. 
  • Lastly, in the event you solved the issue and you’re feeling that the consumer is comfortable along with your efforts, ask them to alter the evaluation.

You shouldn’t actually care an excessive amount of in regards to the unhealthy evaluation themselves, however you must really feel involved about offering poor service. Your process right here is to do your greatest to show the destructive expertise a consumer had along with your model right into a constructive one.

The best way to construct your popularity by way of monitoring mentions and dealing with influencers

Along with inner suggestions and evaluation on third-party platforms, we additionally observe our model mentions as they’ve an amazing impression on enterprise on-line popularity.

Social media model mentions 

Folks typically use social media to share their experiences and trade suggestions, so we observe all social media mentions of our model to have the ability to have interaction with our viewers. It helps us construct a constructive picture in social networks. 

We now have configured Awario to ship each day notifications to our “Model mentions Chat”. Our outreach managers and buyer success workforce attempt to reply to each put up both providing an answer to an issue or just leaving a thank-you message.

We now have Fb, Twitter, and LinkedIn public pages that folks tag when mentioning us. 

customer feedback can be through social media and response example

On high of that, we’ve a particular non-public group on Fb, the place our customers search recommendation and share their suggestions about our instruments and advertising and marketing actions. We undergo each message, and relying on the character of a put up, it may be answered by our assist managers, SMM specialists, content material, or tech workforce members. 

Working with influencers 

From time to time web optimization specialists and entrepreneurs publish critiques of our platform. 

Such critiques are particularly worthwhile for 2 causes. First, as they’re written by the consultants in our discipline such critiques can provide us treasured insights into the capabilities of our instruments. However, these professionals often have an viewers of individuals working in the identical business. So, if an influencer recommends our service, a lot of potential prospects get to find out about our platform. 

Knowledgeable critiques are available in all sizes and shapes: weblog articles, YouTube movies, social media posts, and different types of content material. We are inclined to share them on our social pages—offered that they’re constructive :). We additionally usually reward reviewers with reductions, presents, or by selling their blogs to our group.

Many of the critiques come organically, nevertheless, it’s all the time a good suggestion to spice up this course of. 

To search out influencers who may evaluation SE Rating we use two approaches: 

  1. We discover consultants with a big following amongst our purchasers and ask them to evaluation the platform; 
  2. We discover influencers within the discipline of web optimization, provide them an prolonged trial, run a demo and information them round our platform. Then, we ask them to share their opinion in regards to the platform. 

If you’re a contented buyer of any enterprise, depart a evaluation

I’d prefer to spherical up this put up by addressing the purchasers of any companies. 

Select to be an lively, contributing consumer.

Attain out to the assist workforce of the corporate that you’ve any hassle with. Don’t hesitate to complain—it helps companies get higher.

If there are some on-line providers or merchandise you employ each day—share your suggestions by way of any channel you discover handy. Your evaluation is usually a decisive issue for somebody attempting to make the correct selection. 

We at SE Rating are grateful for each evaluation and point out from our purchasers, as we strongly imagine that evaluation tradition is a driving drive that helps companies develop and supply an impressive consumer expertise.

Maria Kazakova is the Fame Supervisor at SE Rating.

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