Five customer rating trends for 2021

1. the variety of ratings increases

There is now a wide variety of customer ratings. This concerns both the design and the channels, providers and platforms. There are customer ratings for the online store, the products or the retail store. In addition, retailers often ask directly on the website for the probability of a recommendation. Likewise, there are countless third-party providers. In addition, people rate on shopping platforms such as Real or Amazon.

TipWhen maintaining your ratings, focus on the channels and providers that are most important to you. Analyze which portals are relevant for your customers and ensure a good image there, for example by collecting and responding to reviews.

2. the online boom brings more ratings

The year of the pandemic triggered an unexpected online boom. Especially during the lockdown, people are increasingly ordering online, some even items they have never purchased online before. As a result of this trend, retailers are receiving more customer reviews. This is encouraging, as the reviews further cement the company's good reputation. However, more time is needed to sift through the reviews.

Tip: Filter out especially the negative ones from the multitude of new reviews. Respond to them with a helpful comment. This way, you publicly highlight your good customer service.

3. the need for explanation increases

The aforementioned online boom brings with it fresh reviews as well as people who are submitting a customer review for the first time. These people may need an explanation of the function. This is especially true for older people who discovered online commerce for themselves during the pandemic.

TipInclude the topic of ratings in your FAQs. Describe how the submission of a rating works on the platforms relevant for your store and which grade the respective stars correspond to.

4. the personal approach becomes more important

To ensure that you don't get lost in the flood of suppliers with your evaluation invitation, a personal approach is more important than ever. A decisive role here is to make it clear which order the invitation relates to, for example by stating the order date and number.

TipIn addition to the personal approach, the right timing is also crucial for the success of an evaluation invitation. Send evaluation requests only when your clientele already has the goods in their hands.

5. people evaluate more strictly again

During the peak phase of the pandemic, customers understand delivery delays due to the high volume of orders. However, it is to be expected that when the pandemic subsides, the demands on online retail will rise again. Then consumers will also criticize delayed delivery in reviews again.

TipCommunicate transparently at all times what you can and cannot do. This does not only apply to Corona times. It is better to make realistic statements and surprise customers positively than the other way around.

Communication remains the key

Of course, no one can see into the future, and this is especially true in uncertain pandemic times. But some trends have been on the horizon for some time and are likely to intensify, for example the greater variety of assessment options or the online boom. Counter these trends with good maintenance of your relevant assessment portals, active collection and clear communication.