Why Product Reviews Play A Vital Role In Internet Sales And Is Controlled By Customer Service

Major online retailers and savvy niche marketers have seen the light when it comes to reviews

, and the really smart ones have figured out that reviews can be controlled by making sure that your site has great customer service. Now this may sound a little crazy, but you can take an average product and have great reviews.

The following examples are based on actual events and issues that I have come across in online marketing, e commerce and affiliate marketing that should set an example of what you do want to happen to make sure that an average to poor review turns into the best advertising that you can get online.

While marketing product "x" about 6 months ago on an e commerce site, we had a few customers that were less than happy with this product that they bought from an e commerce site and because they were not happy with the product, they decided to go to a very popular forum that was related to the industry and started to spread some bad reviews about the product. Most would have cringed at the bad reviews of a product that they had worked really hard to promote, just to be shot down on a popular forum from a few unhappy customers.

When these reviews were brought to my attention, there was panic in the air by the marketing team, but I told them to wait and watch the results over the next week and see if this problem would cure itself because of a key factor that we put in place with this company to reverse the damage and turn it into a plus for the e commerce business that we were marketing heavily.

The next morning, the thread on the forum was full of buzz, but it was not other unhappy customers, but rather happy customers that had come to the e commerce sites defense and defense of the product itself. This is an amazing event to watch unfold because of happy and loyal customers that have come to lay it on the line and stick their necks out to defend your company or site in light of a potentially damaging review.

So, why did they come to the front and speak up for the site and product? The answer is quite simple...customer service! Yes, you read that right, customer service built a slew of loyal customers that came to the companies rescue because they had the decency to ask customer service for help, and it was supplied by the company in question.

These customers that defended also had bad experiences with the same product, but chose to contact customer service and the problems were resolved quickly, and at all cost. Let's face it, products are man made and sometimes there are factory defects or just a fluke bad product out of the total of the whole.

What better advertising can you get than a customer that states that they had a bad product also, but that they contacted the company and the item was replaced and they are now happy with the one that works? I cannot even guess how many products that were sold to date from that one thread in a popular forum. It gave a realistic review and reality to visiting consumers concerning the site, the product and the people who run the operation. It let the character of the people running the company shine right through the dark cloud that was cast over the product, site and company and made sale after sale and continues to make sales.

People read reviews, and it is a big part of online sales, how these reviews play out is in direct control of the company management. Don't let your company go down the tubes because you think you are the victim. It is better to be the victim than to let the public perceive that they are the victim anyday.

by: Cid Snow

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