Increasing review numbers & improving after-sales care
Customers overwhelmingly love these products, yet leave few reviews, most of which are not good. Insights from research evolved into a new strategy for after-sales care - checking in with the customer at two critical points to ask about service & product satisfaction.
Challenge
Customers overwhelmingly love this company’s products, yet leave few reviews, most of which are poor. Preliminary research into the reasons behind this led to a proposed new after-sales care strategy.
Approach
This desk research was trigged by the client wondering if anything could be done to encourage more purchasers to leave reviews, but started by looking at reviews as a whole. Findings covered:
- What users look for in reviews
- How they judge credibility
- How they use reviews when making purchasing decisions
- The affect reviews have on brand perception
Best practice examples were also included - what makes a good review, and how and where to place them on sites.
Why so few, overwhelmingly negative reviews? At the time, a single review invitation was emailed the day after the order had been placed, which may be some weeks prior to the product arriving. The consequence of this was many reviews were from people who were annoyed that their delivery had yet to arrive - nothing to do with product quality.
Equally, many later complained that they had missed the end of the ‘risk free’ trial period, and couldn’t now return the product.
Impact
From this, a new after-sales care strategy evolved. An invitation after the product arrived to review service would catch service complaints. A product satisfaction review invitation a week prior to the end of the ’risk free’ period would help identify those who were unhappy with the product. And, customers who, after nearly 60 days of use, love their purchase may be very happy to leave a glowing review.