News of bad customer service reaches more than twice as many ears as praise for a good service experience, and online reviews are a great place for people to leave that feedback.
Word of mouth and online reviews influence buying decisions, shape search rankings, and even affect your reputation with suppliers and partners. But no matter how good your customer service levels are, we’re all at the mercy of our latest one-star comment.
The good news is that the below will help you to take control. Not by manipulating results, but by designing a review funnel that helps you listen, learn, and grow.
So we all understand that consumer trust is heavily shaped by what other people say about us. Reviews offer social proof and help potential customers decide faster. But the benefits go deeper than conversions. Consistent, positive feedback builds brand equity: your reputation, your credibility, and even your pricing power.
I’ve built systems in the past that encourage happy customers to share their stories, while also capturing valuable insight from those who weren’t 100% satisfied. Here’s how it works:
- After a purchase or service, we send a follow-up email.
- The email includes a simple 1–5 star rating prompt.
- If someone clicks 4 or 5 stars, they’re nudged to leave a public Google review.
- If they choose 1 to 3 stars, they’re redirected to a private feedback form.
This isn’t about hiding criticism, it’s about giving it the right outlet.
Many customers who feel they’ve had a poor experience just want to be heard, and to know that the company is aware. By giving them a private channel, we acknowledge their frustration and often defuse it before it becomes public.
On the flip side, happy customers usually just need a little encouragement to sing your praises and this gives them that nudge.
Every bit of constructive criticism we collect is logged and tracked. It becomes a living diagnostic tool, helping us spot patterns, fix recurring issues and improve how we serve our customers. If you don’t know where your customers pain points are, you can’t fix them?
This approach bridges tactical execution and strategic intent. It boosts visibility, collects meaningful feedback, and helps us double down on what’s working, while improving what’s not.
Yes, our Google rating goes up over time but not by cherry-picking. By removing friction and making it easier for delighted customers to share, we get more of the feedback we deserve.
Reviews shouldn’t be feared, they should be fuel for your business and with the right system in place, you can transform feedback into a tool for growth, not just a badge on your Google profile.
If you’re looking to build something similar, whether it’s the emails, the form setup, or the review prompts just get in touch. I’m happy to share what’s worked for us.
