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Can Your Customer Support Software Handle the Bad Review?

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Can Your Customer Support Software Handle the Bad Review?

 
March 16, 2015

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  By Susan J. Campbell, TMCnet Contributing Editor
 


In today’s eCommerce world, it’s no longer good enough for companies to have great looking sites with dynamic content and innovative products. Today’s consumer is also looking at what their peers are doing, asking questions on social media channels and reading reviews. Before making a purchase, the typical consumer wants to know what other people have experienced by making a purchase of their own.


Capturing this information is important in the quest for the right customer support software. It’s not enough to look for a platform that enables you to take 80 percent of your calls in 20 seconds. That’s yesterday’s news. Today, customers want so much more out of their experiences with your brand, including the opportunity to talk about it. You want to engage the customer in an interaction that can lead to satisfaction, but you can’t always control the outcome. When that outcome is a bad review, you’ve got some work to do.

Customer support software company, Team Support recently posted a three-part series blog on leveraging the power of B2B software reviews. Referencing a survey conducted by Software Advice, the company determined that 75 percent of buyers will only consider buying software after reading user reviews. Compared with five years ago, software buyers are 65 percent more likely to consider reviews. When examining reviews, half of the participants will stop the process to leave feedback of their own.

As powerful as reviews can be for any company, many will shy away from them simply because they are afraid of the negative review. They don’t see the potential in them and instead would rather customers say nothing at all. What these companies are missing, however, is the opportunity to give that customer a voice and respond to a problem that could be hurting satisfaction. In doing so, they have the opportunity to turn a frustrated customer into a great success story.

Plus, let’s face it – does any company have 100 percent positive reviews all the time? If they do, according to the survey, 77 percent of viewers would consider them to be a little less than authentic. Another 76 percent believed the company behind a list of mixed reviews is more trustworthy. The key – real reviews that are honest, whether good or bad. Consumers are not stupid – they know how to decipher the quality reviews from the exaggerated. The company with the authentic approach to customer feedback is more likely to garner attention from buyers than those who ignore the practice or try to beef it up with unrealistic content.

User-generated content is one of the best ways to drive attention for a product. If the majority of the reviews are negative, it’s time to do something about your customer support software and the way it captures customer feedback. You’ve got a problem affecting your customers and you didn’t realize it. Otherwise, consider the negative reviews an opportunity to engage with the customer and make their bad experience great. When you do so, turn them into a case study you get to brag about. It’s a great way to identify internal weaknesses and improve opportunities for all customers. 




Edited by Maurice Nagle
Customer Support Software Homepage





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