How to Ask & Get Good Customer Reviews [Examples for 2024]
In today‘s digital age, most customer journeys involve little to no human interaction. Buyers do extensive online research, make purchasing decisions, and even troubleshoot issues without ever connecting with a salesperson or service rep. This makes customer reviews more important than ever before. Online reviews can make or break whether a prospect chooses to do business with you.
As customer trust in businesses and advertising continues to decline, peer recommendations and reviews have become the single most credible source of "advertising." In fact, 98% of consumers read online reviews for local businesses, and 94% say positive reviews make them more likely to use a business.
So how do you get more of those glowing customer reviews? The good news is, 89% of consumers are willing to share a positive experience, and 84% feel that businesses provide better service as a result of reviews. You just need the right strategies to tap into those happy customers and make the review process as easy as possible for them.
Here‘s your comprehensive guide to asking for and receiving more positive online reviews from satisfied customers, complete with examples and templates you can leverage for your own business. Let‘s dive in!
Why Customer Reviews Matter So Much
Before we get into tactics, let‘s quickly cover why customer reviews are so critical for businesses today:
- 86% of consumers read reviews for local businesses before visiting or making a purchase
- Reviews impact purchasing decisions for 95% of consumers
- Regularly getting new reviews can boost your local search ranking
- The average consumer reads 10 online reviews before feeling able to trust a business
- Positive reviews make 87% of consumers trust a local business more
- 79% of shoppers trust online reviews as much as personal recommendations from friends or family
- Reviews have a 10.3% influence on search rankings (more than backlinks, social signals, and other factors)
- Online reviews influence 67% of purchasing decisions
- 57% of consumers will only use a business if it has 4 or more stars
As you can see, online reviews have become crucial for establishing credibility, gaining trust, driving purchasing behavior, and even impacting your visibility in search. Cultivating a steady stream of positive reviews needs to be an ongoing priority.
Now that we‘ve established the "why", let‘s look at some examples of excellent customer reviews to provide inspiration.
Examples of Excellent Customer Reviews
What makes a customer review compelling and impactful? Here are a few key characteristics to keep in mind:
- Goes into specific detail about their experience
- Tells a story and includes helpful context
- Highlights outstanding service or support
- Provides social proof with images or video
- Addresses common questions or objections
- Makes a strong recommendation to others
Let‘s look at a few real examples across different industries:
1. Amazing Lash Studio
[Include image example]This review is effective because it:
- Names a specific employee and what makes her service so great
- Provides key details about the experience and results
- Expresses strong brand loyalty and advocacy
- Uses enthusiastic language and punctuation to convey emotion
2. Cloud Storage Solution (B2B SaaS)
[Include image example]This B2B review stands out because it:
- Explains the customer‘s challenge and how the product solved it
- Quantifies time savings and productivity gains
- Calls out excellent support and customer service
- Validates the company‘s claims and unique value proposition
3. Home Remodeling Service
[Include image example]Why this home services review works:
- Tells the story of their experience from start to finish
- Gushes about the end result with photos for proof
- Demonstrates that the company went above and beyond
- Endorses them enthusiastically and says they‘ve already made referrals
4. Boutique Hotel
[Include image example]This hospitality review hits the mark because it:
- Raves about the property, amenities, staff and service
- Mentions they are a repeat customer which boosts credibility
- Includes photos of the room and view to back up claims
- Addresses common priorities for travelers like location and comfort
- Directly recommends the hotel over other options in the area
As you can see, the best reviews go beyond "they were great!" They tell a customer‘s story, provide specific details and examples, and make a compelling case for choosing your business. Now, let‘s dive into how you can get more of these glowing testimonials for your brand.
Strategies for Asking Customers for Reviews
Many businesses feel awkward or pushy asking customers to write a review. But here‘s the thing – your happy customers generally want to support you, they just need a nudge. You have to make the ask, and make it extremely easy for them to follow through. Here are 12 tips:
1. Identify the right moments to ask
Timing is everything. Pinpoint key moments when customers are most likely to feel favorable toward your brand and willing to leave a review, such as:
- After they make a repeat purchase
- When they tag you positively on social media
- If they spend a lot of time browsing your site
- When they refer another customer to you
- After they express satisfaction in a survey
- When they achieve a milestone or success
2. Choose the optimal method
There are many ways to solicit reviews – email, SMS, social media, receipts, invoices, packaging inserts, etc. Choose the methods that align best with your typical customer interactions and preferences. For example, if you‘re a local restaurant that does a lot of takeout orders, include a review request with a QR code on all receipts.
3. Personalize your request
An generic email blast asking for reviews isn‘t very compelling. Instead, customize your request based on what you know about the customer. Use their name, reference their recent purchase or interaction, and make it feel like a 1:1 ask.
4. Offer an incentive
No, you can‘t pay for reviews or pressure customers. But you can offer a small perk, discount or gift card as a gesture of appreciation for taking the time to share their experience. Just be sure to note that the gift is yours whether their review is positive or critical.
5. Explain why reviews are important
Customers are more likely to follow through if they understand the impact their review can have. Share how many customers found you through reviews, how reviews help you improve, or how much it means to your team. People like feeling that their voice matters.
6. Request reviews in person
If you have a service-based business where you interact with customers directly, don‘t be afraid to ask them for a review face-to-face at the end of a positive interaction. It can feel more personal and compelling than an email.
7. Capitalize on customer happiness
Anytime a customer expresses enthusiasm for your product/service or gives you a nice compliment, that‘s a great opportunity to say "Thank you so much! We‘d love it if you‘d be willing to share that feedback in a quick review."
8. Begin with an open-ended question
Before directly asking for a review, start with an open-ended question like "How has your experience been with our product/service?" This helps you gauge sentiment and avoid asking unhappy customers. If they respond positively, then make your request.
9. Make it ultra convenient
The harder you make it for customers, the less likely they are to follow through. Reduce friction by linking directly to your review form, providing a template, and optimizing for mobile. If customers have to search for where or how to leave a review, they‘ll give up.
10. Provide prompts
Don‘t make customers start from a blank slate. Give them a few prompts like "How has our product helped you achieve X?" or "What did you enjoy most about working with us?" This guidance makes the task less overwhelming.
11. Set clear expectations
People are busy, so be up front about how much time and effort a review requires. Let them know it will "only take 2 minutes" or is "just a few simple questions" to put them at ease and improve follow-through.
12. Circle back
It‘s okay to ask more than once, within reason. If a customer agrees to leave a review but forgets, wait a bit and then gently remind them with a short, friendly follow-up message. Persistence can pay off as long as you‘re respectful about it.
Tips for Getting More Positive Reviews
Now that you know how to ask for reviews, let‘s cover some ways to not only increase the quality of your reviews but also proactively encourage customers to accentuate the positive:
1. Create multiple review touchpoints
Customers have different preferences for where they read and leave reviews. Create profiles on all the major platforms like Google, Facebook, Yelp, etc. and give customers options for where to post their review. More touchpoints = more opportunities for customers to sing your praises.
2. Optimize your UX
Make sure your website, emails, and other digital assets provide an intuitive, frictionless experience. Include prominent calls-to-action and links to your review pages. Optimize for mobile since that‘s where most people will leave reviews. The smoother the user experience, the happier your customers will be.
3. Incentivize with perks
Sometimes a small incentive can make the difference between a customer writing a review or not. Offer a discount code, free gift, or entry into a contest in exchange for their honest feedback. Even a thoughtful thank-you note can go a long way in making customers feel valued.
4. Meet customers where they are
Don‘t ask customers to leave a Google review via email, or a Yelp review via SMS. Match the review request to the platform where you want them to post it. Make the process feel native and seamless to improve results.
5. Respond to all feedback
Show that you are listening and care about customer opinions by responding to all reviews – good and bad. For positive ones, express gratitude and vow to keep up the great work. For negative ones, apologize, try to resolve the issue, and view it as an opportunity to showcase your service recovery.
6. Promote positive reviews
When you get an especially glowing review, amplify it! Share on social media, feature it prominently on your website with the customer‘s permission, and upvote it on 3rd party sites. This rewards customers who take the time to say nice things and encourages others to do the same.
7. Review them first
If your business model allows you to review customers, like on sharing economy sites or B2B products, consider leaving them a positive review first. This reciprocity principle may compel them to return the favor with a positive review of their own.
8. Go above and beyond with service
Last but not least, the most effective way to get positive reviews is to consistently deliver outstanding products, service and experiences that wow customers. No amount of review generation tactics can make up for a lackluster offering. Make it your mission to be so incredible that customers can‘t help but rave about you.
Creative Ways to Request Reviews
Want to make your review requests stand out? Here are a few clever ideas to get customers‘ attention:
1. Tap into your superfans
If you have enthusiastic customers engaging with you on social media, in an online community you run, or any other channel – those are ideal people to reach out to for reviews. They‘ve already demonstrated public affinity for your brand.
2. Add a personal touch
In our digital world, old-fashioned snail mail and handwritten notes really stand out. If you have some VIP customers, consider sending them a heartfelt thank-you note with a small gift card and a link to where they can share their experience if they feel so inclined.
3. Help customers in need
Going out of your way to support customers, especially during difficult times, can create intense feelings of goodwill and loyalty. For example, during the pandemic many brands offered discounts, donations, free services, etc. Customers who feel genuinely supported by a business often want to reciprocate with a positive review.
4. Make it a team effort
Turn your employees into review-generating machines by setting goals and offering rewards when they are specifically called out in positive reviews. For example, if a customer raves about their server at your restaurant, that server gets a gift card or bonus. This motivates your team to provide great service and encourages them to request reviews from their satisfied customers.
Start Generating More Positive Reviews Today
With these strategies and tips, you‘re well-equipped to start asking for and receiving a steady stream of glowing customer reviews. Remember, your satisfied customers generally WANT to support your business, you just need to guide them a bit.
Make asking for reviews a regular part of your customer communication cadences. Whether it‘s an automated email, a note on a receipt, or a face-to-face request after a positive interaction, seize every appropriate opportunity to encourage customers to share their experiences.
The businesses that win in today‘s reputation economy are the ones that proactively cultivate social proof and make the review process as easy as possible for customers. So get out there and start collecting those 5-star reviews!
