Automate and Optimize Your Customer Review Process
You don’t get what you don’t ask for, so you’re missing the boat if you’re not asking your customers to share their experience with you, directly and then on specific review platforms. Solid customer review processes filter out bad reviews early to help minimize them from getting online in public view. This is one of the most important reasons to quickly send out your trip/product review request right after their experiences. This heads off the angry customer from posting online – they can get right back to you privately and you have a chance to address their problem directly.
Here are the best practice tips for setting up a solid and mostly automated review process:
Ask for reviews within a few days of their experience with you.
If it’s a longer international trip, it might be more like a week later so they have time to get back home. Make this trip review request part of your post trip thank you communication. Automate this via your reservation system, your email platform, or a third party review system.
Personal touch matters here, too.
Make sure your outreach is personalized to the customer by name (this should be in your waiver forms or your reservation system). You also want to make sure that it’s coming from a real person at your company.
Empower your customer to reach out personally if they were less than satisfied.
Be sure your review communication has a link for them to directly contact you if they were unhappy with their experience so that your team can improve their processes and you can make it right for the customer. You don’t want them posting a negative review online if you can help it!
Do include the three big player platforms for review options.
You are on Google My Business, TripAdvisor, and Facebook with your adventure brand, unless you’ve been hiding under a rock all these years. Be sure to include all three as options for your guests to review. They can pick the one they are most comfortable with. If you are light on reviews on one site, say Google My Business for example, adjust your review email request to include only Google for a few weeks to catch up. Then bring back the other review sites when you are ready. See our Pro Tip above, too. Google is the 800 pound gorilla you want to be sure you are feeding consistently!
If it isn’t already, automate this process so that it works even when you or your team aren’t in the office.
Emails asking for reviews should go out automatically a set number of days after a trip date, within your reservation system, for example. Online waivers are the best for maximizing your review efforts. Send waiver emails and names automatically to your third party review tool (like Gatherup or Trustpilot) or to your email platform (like MailChimp) and automatically send out review request emails daily.
The End Goal: Use Your Hard Won Reviews to Drive New Business for your Brand.
We know brands that filter review requests to only those folks they “know” had an exceptional experience. Others send out reviews only to the person who actually booked the trip. It might be a booking for 2 people or for 10 people. Don’t shortchange yourself and second guess your customers, collect all the reviews you can and make sure your process has a way for any unhappy customers to reach out directly and get what they want: a solution to the problem they experienced.
What do you imagine prospective customers are thinking when they see 7,000 mostly 5-star reviews for a trek in Peru and the nearest competitor has thousands fewer?! Well, that has a huge positive impact, even if it’s subconscious! Reading these reviews immediately reveals to the prospective customers the essence of the amazing trekking experience they could have if they, too, choose that company.
You can do this, too!