If you've ever felt that sinking feeling when comparing your business’s reviews to those of your competitors, you're not alone. Local businesses that dominate with high review volumes and star ratings are reaping the benefits of Google’s local search rankings. But here's the good news: a new study from GatherUp reveals actionable insights that can help your business catch up.
Key Findings from the GatherUp Study
The report, which analyzed 23,000 locations, highlights a crucial shift in how businesses should approach their review acquisition strategy. The study suggests that treating review requests like a customer service function—not just a marketing tactic—can significantly improve review volume, ratings, and your overall Net Promoter Score (NPS).
Let’s dive into three key takeaways from this study.
1. Review Volume as a Key Performance Indicator (KPI)
It’s no secret that great customer service drives word-of-mouth recommendations. What’s new, though, is that the same principles apply to online reviews. According to GatherUp, businesses that actively ask customers for reviews average 122 reviews per location, while those that don’t ask to see just 53.
Key Stat:
- 30% of customers respond to a well-crafted review request.
- Think of your review count as a KPI that reflects the quality of your customer engagement. When you treat every customer interaction as an opportunity for feedback, you're not just asking for reviews—you’re extending the service experience.
2. Customer Convenience Drives Responses
Convenience matters, especially when it comes to review requests. The study found that businesses using SMS and email to request reviews saw better results than those using just one method. While email alone brings in 15 reviews per 100 requests, combining email with SMS boosts 26 reviews.
Key Stat:
- Only 6% of businesses use both SMS and email to request reviews, but SMS review requests have a 98% open rate.
- Offering review requests through the customer’s preferred channel not only makes the process easier but shows that you care about their convenience—just like you do when providing excellent service.
3. Engagement Improves Your NPS and Star Ratings
The more you engage with your customers, the better your business’s reputation will be. The study found that businesses using reputation management software had a 50% higher NPS than those who didn’t. Moreover, four out of six industries surveyed saw an improvement in their average Google star rating simply by requesting reviews.
Key Stat:
- A higher average star rating can improve your local search rankings on Google Maps and Local Packs.
- By proactively requesting feedback, you can influence not just the quantity but the quality of reviews, boosting both customer trust and your local SEO visibility.
Customer Service: The Key to Local Business Success
Ultimately, great customer service drives great reviews. Businesses that provide friendly, convenient, and memorable experiences create loyal customers who are eager to share their positive experiences online.
Whether offering a seamless online shopping experience, providing knowledgeable in-store assistance, or responding swiftly to customer issues, your service quality is reflected in every review.
Pro Tip:
Consider customer reviews as the storytelling tool for your brand. They tell the public how well you treat your customers, how you solve problems, and what makes your business special.
The GatherUp study clearly shows that review requests should be treated as a core part of your customer service strategy. By prioritizing convenience, actively engaging customers, and asking for feedback, you can significantly boost your review volume, improve star ratings, and increase your NPS—ultimately driving more traffic and trust for your business.
Make review requests a natural extension of your excellent customer service, and watch your online reputation—and business—grow.
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