Many brands overlook the importance of review replies. Usually, they handle Q&A without much difficulty. However, when it comes to reviews, many either do not respond at all or simply copy-paste generic replies like “Thank you for your valuable feedback.”
Review replies are a crucial means of communication with both existing customers and potential future customers. Instead of investing in expensive and complex CRM programs, true customer relationship management lies in reading and empathetically responding to each customer review. I remember a time at my previous job when my colleagues and I launched a CRM program with Korea as the pilot market, and it was a project with many shortcomings. The foundation of customer relationship building is communication, and CRM that merely lures with points or membership benefits without genuine communication is like an empty promise. Even without an elaborate program, proactive communication with customers is the beginning and essence of CRM.
Based on my experience, by reading the replies attached to reviews, you can assess the overall level of e-commerce operations of a particular brand. When studying a new brand for collaboration, this is always the first aspect I look at with keen interest. For brand managers interested in CRM, I highly recommend taking a look at the “Kan to Kan” website, a brand that excels in e-commerce to the point of admiration. By reading their review replies, you can see how well every employee understands the brand (with relevant product recommendations that don’t feel forced and responses tailored to the brand’s target audience, the middle-aged sentimental men). It’s impossible not to gain a fan base that loves the brand.
#Reviews #Feedback #E-commerce #KanToKan #CRM
<Image Source: Pixabay>