Automating Review Collection to Build Trust with Your Audience

Imagine you’re in London, scrolling through your phone, trying to find a place to eat. The Devine Restaurant Coffee Bar pops up, looking like a solid choice. But what if I told you that back in 2017, a humble garden shed somehow became TripAdvisor’s top-rated restaurant in the city, even though it didn’t serve a single meal? This is exactly what journalist Oobah Butler pulled off with “The Shed at Dulwich.” With some carefully crafted reviews and a savvy online presence, Butler showed just how powerful reviews can be—so powerful that they can even outshine the actual product or service. In the case of The Shed at Dulwich, the reviews took on a life of their own.

So, what’s the takeaway for us marketers? Reviews can be incredibly influential, often more so than the product itself. And while we might not be creating fictional restaurants, we can harness reviews to build trust and credibility with our audience. In this post, we’ll dive into how automating your review collection process can benefit your business, whether you’re in the B2C or B2B space.

The Power of Online Reviews

Online reviews have become a cornerstone of consumer decision-making. Can you remember the last time you visited a restaurant or ordered a takeaway without reading them? In fact, 91% of consumers regularly read reviews, with 84% trusting them as much as personal recommendations. High ratings are crucial for businesses, as 49% of consumers require at least a four-star rating before they consider a business. Plus, 60% of UK consumers rank online reviews as the most influential factor in their buying decisions, surpassing other sources like search engines and social media (Trustpilot). The significant impact of reviews on consumer behaviour underscores the importance of having a robust review strategy in place. But why do we put so much weight on reviews? The answer lies in something called neuromarketing.

What Neuromarketing Tells Us About Reviews

Neuromarketing, the study of how our brains respond to marketing stimuli, sheds some light on this. As neuromarketing expert Patrick Renvoise explains, “We don’t think our way to logical solutions; we feel our way to reason.” This suggests that emotions, rather than logic, play a crucial role in decision-making. Reviews tap into this emotional decision-making process by providing social proof and reassurance from other customers. Ultimately, reviews serve as the building blocks of audience trust.

Building Trust and Credibility

Trust is everything. If you want your business to thrive, you need to be trustworthy—not just in reaction to problems, but proactively. According to the book “Extreme Trust: Honesty as a Competitive Advantage,” “Companies must learn to be proactively trustworthy, not just reactive, if they want to succeed”. This highlights the importance of not only collecting positive reviews but also addressing negative feedback openly to build and maintain trust. A handful of negative reviews won’t derail your hard work if they’re handled with empathy and proactiveness. In fact, they can enhance your credibility by showing that your business is transparent and willing to address issues, thereby building trust with potential customers. For example, 96% of customers specifically look for negative reviews to get a balanced view of the product, and transparency in handling these reviews can increase conversion rates by 14% (Trustpilot).

Improving Customer Retention

When you take the time to respond to reviews, you’re not just improving your public image; you’re also building loyalty. 89% of consumers read business responses, and 73% trust companies with positive reviews more. By addressing negative feedback and showing commitment to improvement, you can turn a dissatisfied customer into a loyal advocate.

Enhancing Product Development

Negative reviews aren’t just something to manage—they’re a goldmine for insights. They can tell you what’s working and what isn’t, helping you shape your product development. Analysing review data can help you identify areas for product improvement and innovation. This not only benefits your customers but also strengthens your collaboration with other departments, driving your business forward.

Driving Sales Conversions

On the other hand, positive reviews can be a game-changer for sales. 60% of UK consumers rank online reviews as the most influential factor in their buying decisions (Trustpilot). Consumers are likely to spend 31% more on businesses with excellent reviews (Invesp), leading to an increased Average Order Value (AOV). Trustpilot star ratings and reviews can also boost ad persuasiveness by nearly 2.5 times (Trustpilot), with positive review ratings serving to increase the performance of your paid media campaigns.

Using Reviews to Form Case Studies

Reviews can serve as a foundation for creating compelling case studies that highlight your business’s successes and customer satisfaction. By selecting detailed and positive reviews, you can identify delighted customers and craft narratives that showcase how your products or services have resolved specific problems. These case studies not only provide social proof but also offer in-depth insights into real-world applications and benefits of your offerings. They can be powerful tools in your marketing arsenal, helping to build credibility, illustrate value, and attract new customers by demonstrating proven results. According to Nielsen’s Global Trust in Advertising report, 70% of people trust customer reviews, while only 20% trust company claims. Using your customers as a mouthpiece is a steadfast way to influence your audience and build credibility. The reviews are just the beginning – see them as seeds that have the potential to grow into a blossoming relationship.

Frameworks for Automating Review Collection

Now that we’ve established just how important reviews are, let’s talk about how to collect them efficiently. The key is automation. The key is automation. A successful review strategy requires both quality and quantity, and automation helps you achieve that balance.

Consumers are 122% more likely to convert on a product page with 5,000+ reviews than on one with between one and 100 reviews. Mapping out an automated review collection journey is the key to increasing your numbers, which will go hand-in-hand with an internal process that encourages review collection, with added KPIs for accountability. Below are review frameworks for B2C and B2B companies, containing 10 relevant examples that you can introduce at various points of the customer journey.

For B2C Companies

For B2B Companies

Examples of Where to Collect Reviews

• Review sites (e.g., Trustpilot, Google Reviews, G2, Capterra)
• Social media (e.g., LinkedIn, Facebook, Instagram)
• E-commerce platforms (e.g., Amazon, eBay)
• Your business website (testimonials page)
• Emails and newsletters
• Mobile apps
• Event feedback forms

Turning Reviews into Drivers of Influence and Innovation

By tapping into the emotional decision-making process of your customers, reviews provide the social proof necessary to build trust and credibility. Neuromarketing insights have shown that transparency and proactive trustworthiness are crucial in maintaining a positive brand image, even in the face of negative feedback.

Implementing an automated review collection framework tailored to your business—whether B2C or B2B—ensures a continuous influx of fresh, authentic feedback. This not only improves your online presence but also provides valuable data to guide product innovation and enhance customer satisfaction.

Consumers and decision-makers trust detailed, recent reviews, and a robust strategy will help you maintain a steady stream of both. By integrating these practices, you will not only build a stronger, more trusted brand but also position your marketing efforts for sustained success.

Applying these frameworks will keep your organisation well-equipped to meet the evolving needs of your customers, drive growth, and achieve a competitive edge. Unlike The Shed at Dulwich, you have a real product to showcase, so why not embrace the challenge of rising to #1 in your industry? By doing so, you’ll harness the full potential of customer feedback, turning reviews into drivers of influence and innovation.