Customer reviews: a powerful marketing tool

The strategy of putting the customer at the heart of the company has not escaped marketing and advertising either. Indeed, for several years now, some brands have preferred to let their customers testify rather than build their own sales arguments. When you consider that consumers are more likely to trust those around them than the brands themselves, this seems like a good idea. Today, 77% of French people consult customer reviews before making a purchase. And 60% say they also write a review following their experience (PagesJaunes and OpinionWay online reviews barometer - 2018). Armed with this observation, brands have decided to capitalize on the trend to capture new customers.

Highlight your satisfaction rate

This is particularly true of Travauxlib.com. The platform that puts private individuals in contact with tradesmen has decided todisplay its customer satisfaction rate (94%) vs. the general satisfaction rate of the French population (50%), in the metro. A good way to capitalize on the recurring problems of renovation: quality, deadlines, prices, etc. Indeed, it's not uncommon for craftsmen to arouse a certain mistrust among consumers. What could be more reassuring, then, than an indicator such as the satisfaction rate?

Promoting customer ambassadors

Contrary to popular belief, customers also give positive feedback; at least that's what the PagesJaunes and OpinionWay barometer shows. They even outnumber the detractors (20% versus 12%). It's these satisfied customers that some companies are banking on. Dacia, for example, has launched a vast communications operation in which it puts owners and prospects in touch with each other. Through this initiative, the Renault group brand transforms its customers into ambassadors, who often bring different arguments from dealers to prospects.

A more authentic image

Another operation capitalizing on customer reviews is Amazon's latest advertising campaign. By highlighting the comments published by its customers, the e-commerce platform uses this storytelling operation to give its brand an authentic appearance and to showcase customer opinions. This isn't the first time the American site has deployed this strategy: during its first TV advertising campaign in 2015, Amazon already gave a voice to its Premium subscribers.

Because today, customer reviews and online comments have never been so important in making a purchasing decision, their use can go far beyond simply publishing them on an e-commerce site.

Customers are a brand's best ambassadors, so it would be a shame not to take advantage of them.