Power of Customer Reviews

Customer Reviews are an easy way to get unbiased praise for effective marketing.

Advertisements are a tried and true way of boosting sales. But step into the shoes of a customer for a second, and let’s say you’re in the market for a new car. Are you going to trust the words of the car manufacturer or those of a close friend? Probably the latter, right?

Many business managers get bogged down explaining how their product works and why it is superior to their competitors’ products. But this misses the point because effective marketing is all about explaining a product’s purpose.

So an important growth technique is showcasing how your product or service will improve the customer’s life. One of the best ways to do this is to offer testimonials.

power of customer reviews

 

Customer reviews provide numerous benefits. Not only are they free; they put a spotlight on happy clients who have volunteered unbiased opinions about your product.

 

It doesn’t take a lot of effort to collect the best reviews, either. All it takes is the right combination of confirming and probing questions.

Here’s how you ask such questions. After a sale is made, simply follow up with the client and tell him how important his satisfaction and feedback is to you.Then ask some confirming “how” questions, like, “How much has your business grown after you started using our service?” This should lead to an answer that has the kind of specific statistics that look good in a testimonial.

Similarly, questions like, “How has your company benefitted from our product?” will allow the client to provide positive, expressive and useful quotes.

Probing questions start with a “why” and focus on a topic that is important to your product or service, such as, “Why are delivery times important to you?”

So rather than worrying about how to come up with an effective pitch for your business, let your clients do it for you. You might be surprised by how effective a well-placed testimonial can be.

 

customer reviews widget

You can now collect verified reviews from your customers on TrustedCompany.com, simply sign up for a Free Forever plan and leverage the power of customer reviews here.

 

Disclaimer: I work as a Customer Success Manager for TrustedCompany.com.

How important is Customer Success?

How important is Customer Success? Why do we need it now when it didn’t exist 10 years ago?

As SaaS products get more complex with each passing day, a company needs to fill in the gap between the benefits that was promised to the customer by marketing and sales team vs the value the customer derives from using the product. In an ideal scenario, the customer derives more value from a product than it was promised.

 

Ideally, a happy customer would not churn and would be a promoter of your product in his circle.

 

This is exactly where Customer Success would come into the picture. A good Customer Success Manager would help the customer in setting up the system from day one.

It’s easier for a customer to feel frustrated with your complex SaaS product. You can let a customer dig for answers on the help center articles and call the technical support line, but be sure that this would degrade the customer’s overall experience with your product. Hence it might leave a bad impression about your product or services.

 

customer success

 

In an ideal case, a Customer Success Manager should get in touch with the customer within a few hours from the time the deal has been closed. In the initial conversation, she should be able to identify the problems faced by the customer. And make the customer understand how your product can help solve those problems. Set realistic goals, timelines, and clear strategies to achieve their goals. Help setup the system for the customer and teach them everything they need to know about the product.

Complex SaaS services can be overwhelming for a customer to configure on their own. Some of them can be configured in many different ways. This might frustrate your customer and by directing them to support desk or help center is not an ideal choice. The setup and basic use no matter how obvious it looks to you can be a nightmare for the customer. As a result, this could completely ruin your customer’s experience with your product. You don’t want your customer to worry about the setup for which they can be trained on via one to one sessions.

As a Customer Success Manager, you should be able to deliver the value from day one. Also, don’t leave the customer to do the initial set up. A complex setup might frustrate the customer. As a result, he might think twice to continue with you when he gets his next monthly bill.

 

Furthermore, once a customer is stuck in this mindset, every month can be an opportunity for him to cancel the subscription. Hence a Customer Success Manager needs to handhold the customer. And he needs to walk them through every essential feature which they should use to achieve their goals. Most importantly to be there to support them and ensure that the customer keeps loving your product.

A good Customer Success Manger would ensure the goals set by the customers are met in the set time frame. After the initial onboarding, the customer should be able to use the platform on his own. Maybe a Monthly/Bi-Weekly follow up should be ideal to reach out to the customer via email/calls/skype. This would ensure that the customer is happy using your product and is not facing any challenges while using it.

The job of a Customer Success Manager is to make sure the customer doesn’t fall “out of love” with your product while getting them “hooked” to your product. Here is an interesting read from one of the industry leaders Lincoln Murphy.

 

What Is Customer Success?

Gone are the days where a company was tied up to complex contracts. As more and more businesses move to using subscription based SaaS services and while switching costs of moving from one business to another has reduced substantially, user adoption and satisfaction has become one of the most important goals for most SaaS businesses.

 

This has caused more and more SaaS companies adopt a more personalized customer-centric approach to ensure their customer’s success. The obvious upward trend for customer success can be clearly seen in the last decade.

 

what is customer success

 

Back in the day, customer service was a reactive process, where when a customer had a problem or query about a product or a service, she used to call on a customer service number and after a series of interactions on an IVR, she was then redirected to a customer support executive where her queries were answered.

 

So, what is customer success and how is it different from customer support?

 

what-is-customer-success

 

Customer Success is a personalized and pro-active approach a Customer Success Manager would take to ensure that the customer achieves their goal while using the product. The main difference in customer success and customer service is the approach. While customer service is a reactive process where you resolve a customer’s query only once the customer has reached out to the company with a query or a problem.

 

Customer success would take this to the next level where a Customer Success Manager would take proactive measures to ensure that the customer is getting all the benefits of the product and is reaching their goals for which they signed up for the product in the first place. This can be done by proactive and timely follow-ups, goal setting with the customers, and ensuring all the steps and measures are taken to get the desired outcome for the customer.

 

Customer Success is an ongoing process which involves, proactive training to the customer, ensuring that the customer is interacting with the product the right way so as they reap maximum benefits out of it. This would ensure a happy customer experience and will, in turn, help your SaaS company to retain maximum customers and ward off the evil monster “Churn”. This would, in turn, increase customer loyalty to your product and ensure steady renewals, increase your up-selling potentials and referrals through word of mouth.

 

Understanding Google Seller Ratings

A beginners guide to understanding Google Seller Ratings

Ever wondered how your competitor got the star ratings on their Google Adwords Ad? The star rating that you see on an Ad is called as Google Seller Ratings which was introduced by Google sometime way back in 2010 to identify highly rated merchants and e-commerce companies.

Google Seller Ratings

Google Seller Ratings on fnp.com

Next to the star ratings you see the text “rating” which when clicked will take you to a page which looks similar to the one below.

Google Seller Ratings - FNP

Ferns N Petals review page

 

How can this help your business?

Google Seller Ratings helps your customers to make more informed browsing and purchasing decisions. It can also help you earn more qualified leads and increase your ad performance by making your Ad’s stand out from the rest. Here is a live example of Ad’s with and without Google Seller Ratings, you decide which one looks more enticing to you.

Google Seller Ratings on Leskart

On average, ads with Seller Ratings get a 17% higher CTR (Click Through Rate) than the same ads without ratings. Which means you will get more out of your Adwords campaign. A high CTR is a good indication that users find your ads helpful and relevant. CTR also contributes to your keyword’s Expected CTR (a component of Quality Score), which can affect your costs, in simple terms it means higher the CTR lower the cost. Plus, you’ll only be charged if someone clicks on the headline of your ad but the clicks on the review link are free.

 

Hmm sounds interesting, how much does this cost?

Once you qualify for seller ratings, there’s no cost to add them to your campaign, but you’ll be charged as usual for clicks on your ad.

 

Sign me up! How do I get this?

Google Seller Ratings will automatically show up once you meet the following requirements:

  • In most cases, your business must have at least 150 unique reviews, each from the past 12 months.
  • Your composite rating generally must be at least 3.5 stars or higher out of 5.

 

That’s amazing, I already have 100’s of testimonials on my website, does this qualify me to get Google Seller Ratings?

Unfortunately no, the reviews need to be sourced from any of the below sources.

  1. Google Trusted Stores, a free certification program that helps shoppers discover online stores that consistently offer a great shopping experience.
  2. StellaService, an independent company that analyzes the quality of your customer service through the measurement of your customer care, shipping and returns.
  3. Aggregated performance metrics from Google-led shopping research.
  4. Ratings from Google Consumer Surveys, a market research platform which Google uses to collect data for certain domains and businesses.
  5. Reviews from only one of the various independent sources listed below.

Google Seller Ratings Source

I’m an Indian e-commerce startup and I do Adwords only on google.co.in can I get Google Seller Ratings?

Yes, Google Seller Ratings is supported on google.com, google.co.in, google.co.uk, google.co.nz, google.com.au, google.de, google.co.jp, google.fr, google.nl, or google.com.br.

Conclusion:

Implementing Google Seller Ratings on Adwords Campaign reassures users of your products or services. This can be a huge asset to building trust in your brand in the current hyper-competitive market. Google Seller ratings also generate a higher CTR, which leads to an improved quality score, which in turn lowers your cost per click and helps in better user engagement and to top it off, it’s completely free!

Why are people attracted to the courses in Coursera and edX?

Bandwagon effect: Big university names like Harvard, Stanford, Yale etc. are enough to attract the crowd.

Learning from the best: You get to learn from some of the best in the industry. Example: “A Beginner’s Guide To Irrational Behavior – By Dan Ariely” is one of Coursera’s highest-enrolled courses, with the number of registered students exceeding 140,000. Week One: “A Beginner’s Guide To Irrational Behavior”

Dan Ariely is an author of best seller books like Predictably Irrational: The Hidden Forces That Shape Our Decisions, The Upside of Irrationality: The Unexpected Benefits of Defying Logic at Work and at Home and The Honest Truth About Dishonesty: How We Lie to Everyone – Especially Ourselves.

Course Contents: Most of the courses are designed for absolute beginners and the length of video lectures are maintained at an optimum level to keep you engaging. There are multiple interactive quizzes embedded in the video which are related to the topic you are learning and are fun to answer.

Recognition: Certification from renowned universities can be a big plus for job seekers.

certificate

Community: MOOC’s normally have a huge community of learners from different parts of the world which enhances your learning experience.

community 

*** This was originally posted by me on Quora, here is the link to the original answer: https://www.quora.com/Why-are-people-attracted-to-the-courses-in-Coursera-and-edX/answer/Prashant-Gonga ***