As more product information becomes available online, it can be difficult for buyers to determine what’s relevant and needed to make important purchase decisions. How can we guide distracted buyers to the software solutions that will best fit their business needs? Customer reviews are a great place to start.
The key to high-value customer reviews: Authenticity
Customer reviews offer a brief, peer-provided summary of a product and help buyers narrow their options. Individually, reviews act as candid consumer feedback related to real-world use, free from marketing hype. Collectively, they yield high-level insight that helps buyers quickly filter the massive number of product options. Aside from creating a helpful experience for buyers, you can use reviews to learn more about your customers, identify product gaps, build promotional and social media campaigns, and run competitor analysis.
The caveat to those benefits is that reviews lose their value if they aren’t legitimate. Recent reports exposing paid networks of reviewers, or of suppliers padding third-party profiles with fake reviews, place review sites and programs in doubt and undermine the positive impact of authentic reviews and customer feedback.