The gift-giving season of 2015 has come to an end. Your company has likely been on vacation for the better part of the last month, but as you get back into the swing of things, there is still one gift you can give that will last all year long.
We’re talking about the gift of measuring consumer product reviews.
Why do you care? Why will they care?
Quantifying your products’ reviews across the web will improve ROI and make jobs easier.
Monitoring product reviews allows product development teams to learn the real value a product adds or takes away from the end user. If a consumer is displeased with any part of the buying process, they tend to leave detailed reviews about what was expected and what was delivered.
This opportunity to learn about the behaviors and use cases for each product gives product development teams the ability to know whether resources should be available to fix a weak product or kill it.
On the other end of the spectrum, product review reports allow product development teams to know why a product is performing well. Often times, when a product is doing well, teams make assumptions about the root causes. Better decisions can be made based on the analyses of product reviews because they are measure and quantified.
As with the product development team, a sales team can use the analytics from product reviews to know when a product is hot. Sales teams can look at what will be read by future consumers and what was written by current consumers and adjust sales forecasts to retailers based on the current trends in the market.
Additionally, sales teams can use the consumer generated reviews to help create new lead opportunities by publishing those reviews on a company’s “.com”.
In addition to the performance of a product, consumers often talk about the customer service side of the business. Consumers can discuss delivery, packaging or assembly. By analyzing the reviews, senior management can create strategies to handle these issues while working on solutions to fix them.
Product review analysis helps marketing teams by showing if the marketing message is ringing true with the value the customers enjoy. For example, maybe a shoe company is promoting a wide foot base, but customers actually love the way the lace system works.
Similarly, marketing teams can know if what they are saying is true. A client was marketing their product as “extremely comfortable.” The reviews stated that 30% of customer feedback was about how uncomfortable the product was. Better find a new m.o.