You’ve seen the case studies — user-generated content has a positive impact on conversion and other e-commerce metrics. And when we talk to e-commerce leaders, they get it.
But the full value of your customers’ direct input lies beyond mere profits. We’ve seen UGC impact every aspect of a company, from the customer service desk to the CEO’s office. In this series of blogs, we’ll explore how Bazaarvoice clients have seen real value across their organizations. You can read more on the “cross-functional impact” area of our site.
What UGC can do for brand representatives
Companies employ product managers, brand managers and merchandisers to optimize the impact and functionality of a brand’s products and services. Collecting consumer input on your site boosts productivity and quality, since UGC offers unfiltered customer opinions without the expense of focus groups or qualitative studies. Deep dives into data can reveal customer sentiment trends, uncovering huge product development and marketing opportunities. Reviews also offer an opportunity for businesses to initiate a dialogue with their consumer base.
Building credibility and driving product improvements
Most retailers and manufacturers worry that critique may harm their business reputation. However, studies have shown that negative feedback can actually enhance the credibility of a business. While consumers crave peer input, many doubt the authenticity of product reviews. Low-rated customer responses prove that a company is willing to uphold transparency, even at its own expense.
When it comes to product functionality, consumers are the ultimate testers. We’ve seen companies return to the drawing board based on negative user feedback, letting dissatisfied customers know how their input helped improve the original product. This step improves customer trust, as well as proclaiming the company’s dedication to excellence.
Inspiring ideas for add-on products, upsell opportunities, and other merchandising
Consumers know what they want – and these days, they keep shopping until they find exactly what they need. Applying their feedback allows them to tailor your marketing strategy according to their needs, bridging the company-customer connection and optimizing your opportunity to earn their trust.
Enabling customers to sort based on top-rated products
User-generated content on retail Web sites allows customers to customize their online shopping experience to filter through reviews pertinent to their needs. Customer favorites and top-rated products consistently drive increased sales, often with drastic growth numbers.