How to turn your customer feedback into a driving force for your product

30-second abstract:

Customer opinions are a strong software that helps companies perceive what they're doing proper and the place there’s room for enchancment.
To effectively gather consumer opinions, use a number of channels to encourage customers to share their suggestions each internally and on third-party platforms.
Negative buyer suggestions is particularly valuable as, if dealt with correctly, it helps companies develop and provide higher service.
Social media can assist you construct a constructive model picture, you simply want to have interaction with folks mentioning your model and begin constructing relationships with influential figures in your area.

Businesses are inclined to assume that it’s higher to get no opinions than to get dangerous ones. We at SE Ranking, have an opposing view – for us, buyer suggestions is at all times a blessing, be it constructive or damaging. We have developed a system of accumulating, processing, and responding to consumer opinions that's useful each for us and our clients.

Over the years, we’ve constructed an engaged and motivated neighborhood of purchasers who assist us form our product. They should not simply individuals who occur to make use of our platform, but additionally our consultants, companions, and associates who know that their suggestions is at all times appreciated.

I’m Maria Kazakova, popularity supervisor at SE Ranking, and on this article, I’ll share our expertise of gathering consumer suggestions and utilizing it for the product’s sake. The information shall be particularly helpful for SaaS merchandise.  

How to encourage customers to share their suggestions by way of completely different channels

Leaving opinions takes time, so usually customers don’t rush to your contact us web page or evaluate platforms until they'd a remarkably constructive or exceptionally poor expertise. Our job as a enterprise is to supply customers with alternatives to simply share their suggestions throughout completely different channels. This is how we do it at SE Ranking.

1. On-site communication

We have a reside chat widget on our web site, the place customers can ask their questions and get help at any time. The chat is obtainable for each our web site guests and clients with the one distinction: our purchasers are requested to price their expertise on a three-point scale when the chat ends. Then our buyer success crew works with each suggestions approaching each completely happy and disillusioned purchasers. 

When the suggestions is damaging, our brokers’ job is to determine what went incorrect and the way we are able to clear up the issue. If the consumer is completely happy, we ask them to evaluate our product on a third-party platform. In most circumstances, they received’t go away a evaluate right away however will agree to jot down one someday later. We add such clients to the record of potential reviewers and later ship them a follow-up electronic mail as soon as once more asking them to go away a evaluate. 

What helps us streamline the entire course of is our buyer communication software program by HelpCrunch. It robotically sends the rate-us chat message I discussed earlier, it retains all of the chat histories, so we are able to analyze them when needed. Finally, it gives us with statistics on the variety of extremely and poorly-rated chats.

Needless, to say that we try to maintain our satisfaction price excessive. Our buyer success crew’s KPI is getting 98% of constructive suggestions, and so they do their finest to ship excellent service and attain this objective.

2. Net promoter rating survey

SE Ranking customers who don't have any purpose to contact our customer support additionally get an opportunity to share their suggestions. After utilizing SE Ranking for a couple of weeks each buyer is requested to price their expertise on a scale of 1-10 – a window with a survey pops up after a consumer indicators in to the platform. 

If the consumer isn't able to price us instantly, they'll shut the window and get again to the survey at any time by clicking the ‘Rate us” button. It is accessible throughout the platform and solely disappears when a consumer completes the survey. At the identical time, we made the button completely unintrusive in order that customers might hold utilizing the platform with none inconvenience. 

Once a consumer charges their expertise, one other window pops up inviting them to go away detailed suggestions on how we are able to additional enhance our product. Just like with feedbacks we get by way of chat, we contact each sad buyer to be taught what we are able to do to supply them with a greater expertise. Customers who gave us a 9 or a ten robotically get an electronic mail with a request to evaluate our platform on G2.

three. Wishes

Every yr earlier than Christmas holidays we ask our customers to make a want—inform us which new options they need us so as to add to the platform within the yr that comes. 

SEranking wishes animation

We get a whole bunch of needs from our clients everywhere in the world which we then fastidiously analyze. Many clients truly ask for a similar issues, so we group all the same concepts and ahead them to our CTO who decides which options to tackle. And as soon as we have now a transparent plan to observe, someday round January we share all the small print with our clients committing to satisfy the needs that made it to our roadmap.

Such an method is a win-win technique as a result of by way of needs we get to know what our purchasers lack essentially the most and customers can assist us rework the platform in a approach that speaks to their wants. We get numerous encouraging feedback from customers whose needs had been included in our roadmap. These customers hold observe of our updates grow to be part of what we name “buyer growth”—testing new options along with our purchasers. 

For instance, final yr we carried out the brand new reporting system. Interested clients had been granted early entry to the take a look at model of the brand new software. We requested them to share their options and report any doable bugs, and as soon as we polished the software and adopted the shopper’s most related suggestions, the brand new model changed the previous one.

four. Review platforms

Often, evaluate platforms are thought of to be an important channel of consumer suggestions. For us, it’s slightly secondary. Before customers go away feedback elsewhere they most like have already shared their opinion with us by way of reside chat, surveys, emails, or needs. 

However, opinions on third-party platforms work as rumor mills—extra folks get to find out about our product and its benefits. So, for certain, it’s essential to keep watch over the opinions throughout completely different platforms and encourage loyal clients to share their suggestions.

Keeping observe of the opinions

We at SE Ranking monitor over 20 web sites the place folks can write opinions about us. We notice that customers can go away opinions at any time with no push from our finish. So, although monitoring all these platforms is a bit time-consuming, we nonetheless wish to make sure not a single evaluate goes unnoticed.

My suggestion is to pay particular consideration to Google opinions. They are part of an organization’s Google My Business profile. It may be seen when the enterprise is looked for on Google Maps, but additionally typically makes its approach to the model SERP as a panel to the appropriate of the blue hyperlinks. For brick and mortar companies, Google opinions is the first platform for working with buyer suggestions. As we're a SaaS product, Google opinions should not as essential for us. However, it’s essential to observe and reply opinions and questions on Google, so customers received’t get a sense that you just ignore your purchasers. 

SE Ranking Google reviews

Also, hold a detailed eye on Trustpilot. It is likely one of the evaluate platforms whose little stars are more likely to seem in your model SERP. 

SE Ranking Trustpilot reviews

The good and, on the identical time, the dangerous factor about Trustpilot is that there’s no moderation process. Nobody checks the place the opinions come from, so anyone can write something about your product right here together with sneaky rivals making an attempt to govern your ranking. On the opposite hand, customers discover it simple to go away suggestions right here, so it's possible you'll get loads of “natural” opinions.

Encouraging customers to go away opinions

When asking your customers to share their suggestions, you possibly can’t embrace each platform the place what you are promoting has a profile. To get tangible outcomes, you need to select one platform to give attention to together with one or two supplementary evaluate web sites.

Important word: Don’t provide customers to go away a evaluate on a number of platforms without delay. If you ask them to “write a evaluate on G2, Capterra, Trustpilot, or Google”, you’ll in all probability get none. Pick one platform to give attention to (we’ve chosen G2). Over time, you possibly can method the identical customers and ask them to go away one other evaluate on a unique platform (on Capterra in our case). 

Just like Trustpilot, G2, and Capterra rankings typically make their approach to the model SERPs. But the rationale that made us select these two platforms is their wonderful popularity.


Unlike Trustpilot, G2 has a fancy moderation system in place: each profile must be validated and it takes as much as per week for a evaluate to be authorized and revealed. To go away a evaluate a consumer has to spend as much as 40 minutes answering 30 questions and sharing detailed suggestions. Naturally, such a fancy course of places off some clients however that is what makes each evaluate so useful and the platform so respected. 

So how one can persuade purchasers to evaluate their product on G2?

First of all, present a service that's value speaking about. 
Second, use each handbook and automatic methods of accumulating opinions.

I’ve already talked about how we gather opinions robotically—we goal customers who shared their suggestions within the reside chat or by way of the NPS survey. If a consumer is completely happy together with your product, or in the event that they had been sad with it however you solved their issues, they may almost certainly be up for writing a evaluate for you. Besides, we gather opinions manually by emailing our most loyal clients. 

Such an method has proved environment friendly as we’ve managed to gather over 500 G2 opinions. Thanks to the wonderful suggestions of our completely happy clients, SE Ranking was named the second-best website positioning Software amongst 66 different instruments listed. Besides, we had been listed among the many 50 finest software program options in step with HubSpot, Zoom, and Grammarly.  

The large benefit of G2 is that it asks customers whether or not we are able to use their evaluate elsewhere. This implies that we are able to use G2 opinions on our web site with out spending time on gathering new ones. 


Capterra is one other respected evaluate platform that additionally has a fancy moderation process. Among others, they confirm the reviewer’s id, test if they're in any approach affiliated with the product or quite the opposite work for the rivals. For this platform, we solely encourage customers to go away a evaluate manually. For instance, if a consumer has already shared their suggestions on G2 Crowd, we ask them to share one on Capterra as properly. Naturally, some customers evaluate us on Capterra out of their very own initiative. 

How we work with damaging suggestions

We insist that damaging opinions are crucial for model self-reflection. 

Most of the time, customers write such opinions on the spur of the second, after having a brief disagreeable episode together with your product or your employees. 

However, typically, even a loyal buyer with long-lasting relationships with you possibly can nonetheless be unhappy with some facets of your work. Negative suggestions from such purchasers reveals that you just’ve been doing one thing incorrect systematically, so they need to be handled as a sign to start out fixing issues up instantly.

It additionally occurs that customers price you badly by mistake. A misclick can lead to a damaging evaluate—an precise case we had with our NPS survey.

Misclick bad review

In any case, you must attain out to the purchasers, determine what the issue was, and make issues proper. 

First, thank them for sharing their suggestions and letting you already know that one thing was off. 
Second, say that no matter is the rationale for his or her damaging impression, you're sorry for that and able to make up for it. 
Third, strive to determine what precisely went incorrect and how one can assist to treatment the state of affairs. At this stage, we are able to provide our customers a demo session, prolonged trial entry, or a chronic subscription. 
Finally, when you solved the issue and you are feeling that the consumer is completely happy together with your efforts, ask them to vary the evaluate.

You shouldn’t actually care an excessive amount of concerning the dangerous evaluate themselves, however you must really feel involved about offering poor service. Your job right here is to do your finest to show the damaging expertise a consumer had together with your model right into a constructive one.

How to construct your popularity by way of monitoring mentions and dealing with influencers

In addition to inside suggestions and evaluate on third-party platforms, we additionally observe our model mentions as they've an amazing affect on enterprise on-line popularity.

Social media model mentions 

People typically use social media to share their experiences and alternate suggestions, so we observe all social media mentions of our model to have the ability to have interaction with our viewers. It helps us construct a constructive picture in social networks. 

We have configured Awario to ship every day notifications to our “Brand mentions Chat”. Our outreach managers and buyer success crew strive to answer each put up both providing an answer to an issue or just leaving a thank-you message.

We have Facebook, Twitter, and LinkedIn public pages that folks tag when mentioning us. 

customer feedback can be through social media and response example

On prime of that, we have now a particular personal neighborhood on Facebook, the place our customers search recommendation and share their suggestions about our instruments and advertising and marketing actions. We undergo each message, and relying on the character of a put up, it may be answered by our help managers, SMM specialists, content material, or tech crew members. 

Working with influencers 

Every at times website positioning specialists and entrepreneurs publish opinions of our platform. 

Such opinions are particularly useful for 2 causes. First, as they're written by the consultants in our area such opinions can provide us valuable insights into the capabilities of our instruments. On the opposite hand, these professionals often have an viewers of individuals working in the identical business. So, if an influencer recommends our service, numerous potential clients get to find out about our platform. 

Expert opinions are available in all sizes and shapes: weblog articles, YouTube movies, social media posts, and different types of content material. We are inclined to share them on our social pages—supplied that they're constructive :). We additionally usually reward reviewers with reductions, presents, or by selling their blogs to our neighborhood.

Most of the opinions come organically, nevertheless, it’s at all times a good suggestion to spice up this course of. 

To discover influencers who might evaluate SE Ranking we use two approaches: 

We discover consultants with a big following amongst our purchasers and ask them to evaluate the platform; 
We discover influencers within the area of website positioning, provide them an prolonged trial, run a demo and information them round our platform. Then, we ask them to share their opinion concerning the platform. 

If you're a completely happy buyer of any enterprise, go away a evaluate

I’d prefer to spherical up this put up by addressing the purchasers of any companies. 

Choose to be an energetic, contributing consumer.

Reach out to the help crew of the corporate that you've got any bother with. Don’t hesitate to complain—it helps companies get higher.

If there are some on-line providers or merchandise you employ every day—share your suggestions by way of any channel you discover handy. Your evaluate could be a decisive issue for somebody making an attempt to make the appropriate selection. 

We at SE Ranking are grateful for each evaluate and point out from our purchasers, as we strongly imagine that evaluate tradition is a driving pressure that helps companies develop and supply an excellent consumer expertise.

Maria Kazakova is the Reputation Manager at SE Ranking.

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