Customer reviews are invaluable for building trust, improving online visibility, and driving growth. Whether you're a small business or an established enterprise, mastering the art of review collection and management can elevate your brand reputation. This guide covers strategies and actionable steps to help you effectively collect and leverage customer feedback.

Understanding the Value of Customer Reviews

Before exploring how to get more customer reviews, it's essential to understand their impact on your business.

• Building Trust and Credibility: Reviews act as social proof. Since 91% of consumers read online reviews before purchasing, positive feedback builds trust, enhancing customer confidence.
• Boosting SEO and Visibility: Reviews contribute to your SEO by generating user-driven content and increasing your visibility in local SEO rankings. With enough reviews, you can increase Google reviews and potentially earn a spot in Google's Local Pack, which highlights top businesses.
• Gaining Valuable Customer Feedback: Reviews reveal strengths and areas for improvement. This data, captured through customer feedback tools, enables you to make data-driven changes to enhance the customer experience.
• Driving Higher Conversion Rates: Positive reviews reassure potential customers, boosting conversion rates. Leveraging review request templates and automating the process ensures a steady stream of social proof to support buying decisions.

With a clear understanding of the value customer reviews bring, we can now move on to actionable steps for creating an effective review collection strategy to support your business growth.

Step-by-Step Guide to Setting Up Your Review Collection Strategy

Step 1: Identify Key Review Platforms

Not all review platforms are created equal. Focus on the ones most relevant to your industry and where your customers are most likely to look.

When choosing which platforms to focus on, some important considerations to keep in mind include:

• Relevance: Choose platforms where your target audience is most active in your industry.
• SEO Impact: Some platforms, like Google My Business, significantly boost your visibility.
• Integration: Check if platforms can integrate with your CRM or website for seamless management.
• Verification: Platforms with strict verification, like Clutch or G2, can add credibility.
• Review Volume: It's better to have numerous reviews on a few primary platforms than scattered reviews across many.
• Customer Demographics: Different platforms appeal to different age groups or buyer types, so select ones that fit your target audience. For example, TikTok generally attracts a younger audience compared to Facebook. A tool like Sparktoro can help you identify where your audience prefers to hang out online.

Step 2: Create Your Review Collection Schedule

A regular review collection schedule enhances credibility and keeps feedback fresh, supporting data-driven decisions and brand monitoring.

• Post-Purchase: Automate review requests 3-7 days after purchase or service, capturing customer impressions while fresh. Include a direct link for easy access.
• Quarterly Check-Ins: For long-term clients, schedule quarterly requests to assess satisfaction and gather feedback on recent service updates.
• Event-Based: After events or workshops, send a review request within 24 hours to capture immediate impressions and refine future offerings.

Regular, automated review requests—easily set up in customer feedback management tools like BirdEye or HubSpot—keep feedback relevant and actionable.

Step 3: Assign Team Responsibilities

To ensure effective review collection, make it a collaborative effort with clear roles across teams. Involve key team members at each stage to keep the process efficient and consistent.

• Designate a Review Manager: Assign a team member to oversee review collection, track progress, and meet deadlines. They should regularly assess metrics like response rates and ratings, share insights with the team and adjusting the strategy as needed.
• Train Customer-Facing Staff: Educate sales, support, and service staff on the importance of reviews, providing scripts or guidelines to naturally request feedback after positive interactions, like a resolved support ticket.
• Involve the Marketing Team: Task marketing with creating review request templates, follow-up messages, and visuals. They should also monitor online reviews, respond to feedback, share positive reviews on social media, and address any issues to maintain a strong online presence.

This organized, team-based approach keeps review collection on track and ensures consistent, high-quality feedback.

Implementing Automated Review Collection Techniques

Automating your review collection process boosts efficiency and consistency, allowing your team to focus on customer engagement and growth.

Step 1: Choose Review Management Software

Selecting the right software is essential for simplifying and automating review requests. Here are some top options:

• Podium: Ideal for local businesses, with SMS review requests and centralized tracking.
• Trustpilot: Best for e-commerce, offering robust analytics for understanding customer sentiment and tracking trends.
• BirdEye: A comprehensive tool for automated review requests, negative review management, and response management across platforms.

Step 2: Set Up Email and SMS Review Requests

Configure automated requests with personalized templates. Use customer feedback collection tools to:

• Create Templates: Develop friendly, concise templates for both email and SMS requests. Use a warm tone, thank customers for their business, and include a clear call-to-action (CTA) with a direct link to the review platform. Create variations for different scenarios, such as product purchases, service interactions, or event participation.
• Personalize: Use merge tags to insert details like the customer's name, purchase date, or product specifics, making each request feel personalized. Personalized messages show appreciation and increase response rates.
• Optimize Timing: Set requests to go out at strategic times, usually 3-7 days post-purchase or service, when the experience is still fresh. For event-based feedback, send requests within 24 hours; for e-commerce purchases, 3-5 days post-delivery is ideal.

Example Email Template:

Subject: How was your experience with [Your Company]?

Hi [Customer Name],

Thank you for choosing [Your Company] for your recent [product/service]. We hope you're enjoying [it/them]!

We'd love to hear about your experience. Would you take a moment to leave us a quick review? It only takes a minute and helps us serve you better.

[Review Link]

Thank you for your feedback!

Best regards,

[Your Name]

[Your Company]

Step 3: Integrate Review Collection into Your Sales Process

Embedding review requests into your sales process makes feedback gathering a seamless part of the customer journey, improving response rates and consistency.

Incorporating review requests into your sales process ensures consistent feedback collection.

• CRM Integration: Connect your best CRM customer feedback tools to automate review requests based on customer actions, such as completed purchases.
• Point-of-Sale Prompts: For physical locations, add prompts on receipts or train staff to mention reviews at checkout.
• Follow-Up Sequences: Include review requests in post-purchase emails, beginning with a thank-you message and ending with a review request.

Integrating review requests at key touchpoints keeps feedback collection efficient, organic, and aligned with customer interactions.

Setting Up Review Collection Automation in HubSpot

As a HubSpot partner, Roketto understands the power of automation in streamlining your review collection process. HubSpot offers robust tools to create a seamless, automated review request system. HubSpot's customer feedback and survey tools allow seamless automation for review collection:

Step 1: Create a Review Request Email Template

1. Navigate to Marketing > Email > Create Email
2. Choose a template or start from scratch
3. Design your email with a clear CTA to leave a review
4. Use personalization tokens like to customize the message
5. Save your template

Example Template:

Subject: We'd love to hear about your experience with

Hello ,

Thank you for choosing for your recent {{deal.product_name}}. We hope you're enjoying it!

We strive to provide the best possible experience for our customers, and your feedback is crucial in helping us achieve that goal. Would you take a moment to share your thoughts?

[Button: Leave a Review]

Your input helps us improve and assists other potential customers in making informed decisions.

Thank you for your time and support!

Best regards,

Step 2: Set Up a Workflow for Automated Review Requests

1. Go to Automation > Workflows > Create Workflow
2. Choose to start from scratch
3. Set your enrollment trigger (e.g., "Deal Stage is Closed Won")
4. Add a delay action (e.g., wait 7 days after deal closure)
5. Add a "Send Email" action and select your review request template
6. Set your workflow goals (e.g., "Contact submits review form")

Step 3: Create a Review Submission Form

1. Navigate to Marketing > Forms > Create Form
2. Add fields like "Name," "Email," "Rating," and "Review Text"
3. Customize the form's style to match your branding
4. Set up a thank you message or redirect page
5. Embed this form on your website or link to it in your email

Step 4: Set Up a Custom Property for Review Status

1. Go to Settings > Properties > Create Property
2. Name it "Review Status" and set it as a dropdown property
3. Add values like "Requested," "Submitted," "Followed Up"
4. Use this property in your workflow to track the review status

Step 5: Implement Follow-Up Automation

1. Create a new workflow or add to your existing one
2. Add a condition: If review is not submitted after X days
3. Send a follow-up email reminder
4. Update the "Review Status" property accordingly

Step 6: Create a Dashboard for Review Monitoring

1. Go to Reports > Dashboards > Create Dashboard
2. Add reports to track metrics like:
   • Number of review requests sent
   • Review submission rate
   • Average rating
   • Review status breakdown
3. In your workflow, add an action to send an internal email when a review is submitted. This email can go to your customer service team or account managers for prompt responses.

Best Practices for HubSpot Review Automation

1. Segmentation: Use HubSpot's list segmentation to categorize and target specific customer groups for tailored review requests. For example, create lists based on purchase history, service type, or customer lifecycle stage to send more relevant and effective review requests.
2. A/B Testing: Take advantage of HubSpot's A/B testing feature to experiment with different elements of your review request emails. Test subject lines, call-to-action placement, or timing to identify what drives the best response rates and continually improve the effectiveness of your messages.
3. Progressive Profiling: Use HubSpot's progressive profiling feature on forms to gather valuable information gradually with each customer interaction. As customers provide additional details, you can further personalize and refine your review requests based on their specific experience with your product or service.
4. Integration: If you're collecting reviews on external platforms like Google My Business, Trustpilot, or Yelp, look for HubSpot integrations to sync data and automate review requests seamlessly. This integration allows you to manage reviews from within HubSpot, keeping everything in one system for easy tracking and follow-up.
5. Personalization: Use HubSpot's personalization tokens to tailor each review request email, addressing customers by name, referencing their recent purchase or service, and making the request feel personal. Personalized messages are more likely to engage recipients and encourage them to leave a review.

Leveraging Multiple Channels for Review Collection

Using various channels expands the reach and reinforces your brand review strategy. Here's a guide to effectively collecting reviews across various channels:

1. Email Campaigns

• Direct Requests: Use automated email campaigns to request reviews after key interactions, such as purchases or support resolutions. Include a clear call-to-action and links to your primary review sites.
• Segmentation and Personalization: Segment your customer list by purchase type, frequency, or satisfaction level to send more targeted review requests. Personalized messages increase the likelihood of positive responses.

2. SMS Requests

• Timely Reminders: Use SMS for quick, post-purchase review requests, especially for high-engagement moments like event attendance or service completions.
• Include Short Links: Keep messages concise, with a short link to your preferred review site. SMS has high open rates, making it an effective way to reach customers on the go.

3. In-App Prompts

• Mobile and Web Apps: If you have a mobile or web app, add prompts for users to leave a review. Choose moments when customers have just completed a positive experience, like reaching a milestone or completing an order.
• In-App Messaging: Use push notifications or pop-ups that appear at key engagement points to capture users' feedback when satisfaction is high.

4. Social Media Platforms

• Engagement and Feedback: Leverage platforms like Facebook and Instagram to ask for reviews. Facebook allows direct reviews on business pages, while Instagram can be used to encourage followers to share their feedback in posts or stories.
• Showcase Customer Stories: Post customer testimonials and encourage followers to share their own experiences in the comments. This social proof encourages others to leave reviews and builds credibility.

5. Point-of-Sale (POS) Systems

• In-Store Prompts: For brick-and-mortar customer-facing business locations, set up review reminders on digital receipts, display screens, or POS receipts. Train staff to encourage satisfied customers to leave feedback.
• Kiosks or Tablets: Install kiosks or tablets near exits to let customers leave reviews immediately after their purchase when the experience is still fresh.

6. Website and Landing Pages

• Embedded Review Forms: Embed review forms on your website, particularly on high-traffic pages like your homepage or product pages. This allows customers to leave feedback directly on your site, which you can later showcase.
• Post-Transaction Pages: Include review requests on thank-you pages after a purchase is completed. These pages are great for capturing feedback right after a transaction.

Using multiple channels for review collection ensures you reach customers where they're most active, maximizing response rates and building a well-rounded, credible online reputation.

Ethical Incentivization for Reviews

Encouraging reviews ethically and within platform guidelines helps build trust and maintain credibility. Here are strategies to collect reviews responsibly while following the rules of review platforms.

1. Understand Platform Rules

• Platform-Specific Guidelines: Review the terms of service for each review platform to understand what's permitted. For example, Google and Yelp prohibit offering any compensation in exchange for positive reviews, while some platforms allow non-monetary incentives or discounts for feedback.
• Transparency: Always disclose any incentives used and avoid asking directly for “positive” reviews; instead, invite honest feedback to maintain trust with your customers and the platform.

2. Non-Monetary Incentives

• Exclusive Content: Offer exclusive guides, reports, or downloadable content in exchange for a review. This approach adds value without monetary exchange and encourages feedback without influencing review content.
• Social Recognition: Showcase reviews on your social media pages or website, giving customers public recognition. This type of “shoutout” incentivizes people who appreciate public acknowledgement and helps strengthen your online community.
• Entry into a Contest: Consider running a monthly or quarterly contest where customers who leave a review are entered to win a prize. Just ensure that contest terms are clear, and the entry is available regardless of review sentiment.

3. Create a Review-Centric Company Culture

• Encourage Feedback in All Forms: Train customer-facing staff to ask for honest feedback and communicate its value for business improvement. When employees prioritize authentic feedback, customers feel respected, enhancing review quality.
• Celebrate Customer Stories: Make reviews part of your brand by sharing customer success stories with your team and on social channels. Highlighting real experiences shows customers their feedback is valued, encouraging organic reviews.
• Employee Incentives: Offer recognition or bonuses to team members who excel in building strong customer relationships, as this often leads to more positive and frequent reviews. For example, rewarding employees who achieve high customer satisfaction scores can promote a culture that naturally generates positive feedback.

Managing and Responding to Reviews

Collecting reviews is essential, but actively managing and responding to them is what truly strengthens your brand reputation. Responding effectively shows customers that you value their feedback and are committed to their satisfaction.

Step 1: Set Up a Review Monitoring System

Leverage tools like Google Alerts or customer feedback analytics tools to stay updated on new reviews. Dedicate team members to check major platforms daily.

1. Use Google Alerts: Set up Google Alerts for your brand name to catch new mentions across the web. This includes reviews on sites outside your usual monitoring tools and any relevant brand mentions in articles, blogs, or forums.
2. Leverage Your Review Software: Many review management tools, like Podium, BirdEye, or Trustpilot, include features to monitor, aggregate, and notify you of new reviews across platforms. Set up notifications within your chosen software so you're promptly alerted to any new reviews, both positive and negative.
3. Assign Daily Review Checks: Dedicate team members to check major review platforms daily (such as Google My Business, Yelp, Facebook, and Trustpilot). This proactive approach ensures no reviews go unnoticed, and it allows for quick responses that show your brand is attentive and engaged.

Step 2: Develop Response Templates

While responses should be personalized, having templates can save time:

Positive Review Template:

Dear [Name],

Thank you so much for your kind words! We're thrilled to hear that [specific aspect mentioned in the review] met your expectations. Your satisfaction is our top priority, and we look forward to serving you again soon.

Best regards,

[Your Name]

Negative Review Template:

Dear [Name],

We're sorry to hear about your experience. Your feedback is important to us, and we'd like the opportunity to make things right. Could you please contact us at [email/phone] so we can address your concerns personally? We're committed to ensuring every customer has a positive experience with us.

Sincerely,

[Your Name]

Step 3: Implement a Review Response Protocol

An organized response protocol ensures that all reviews are addressed thoughtfully and promptly, reinforcing your commitment to customer satisfaction.

1. Response Time: Set a standard to respond to all reviews—positive, neutral, or negative—within 24-48 hours. Timely responses demonstrate that your business is attentive and values customer feedback. For positive reviews, a simple acknowledgment shows appreciation, while a quick response to negative feedback can mitigate potential reputation damage.
2. Escalation Process: Establish a clear escalation process for handling negative reviews. Designate team members to address common concerns, but ensure there's a process for escalating critical or unresolved issues to management. This way, complex issues get handled by the right people, and sensitive situations receive the attention they deserve.
3. Follow-Up: For issues that have been resolved, follow up with the customer to confirm their satisfaction. If they seem pleased, kindly ask if they'd consider updating their review to reflect the resolution. This follow-up can improve your review rating, show commitment to customer care, and potentially turn a negative experience into a positive one.

Conclusion

Implementing a well-rounded review collection and management strategy builds credibility, attracts new customers, and strengthens retention. From choosing the best customer feedback tools to refining your review response best practices, each step supports growth and brand reputation.

Ready to optimize your review strategy? Roketto can help you set up customer feedback tools for business, develop automated workflows, and boost your online presence with actionable review strategies. Contact us today to learn how we can help you build your online reputation and drive growth!