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Gaining More Online Reviews


By Allan Ferguson

I recently spoke about rewarding technicians for exceeding sales targets and how to budget for this.

However, I’d like to point out sales targets isn’t the only way you can formalise a reward system based on technician performance!

Online reviews are such a massive part of your company image and you must be keeping an eye on what your customers are saying about your company on review websites or social media.

Regardless of the industry you’re in, online reviews play such a large part in customer perception of your work and if harnessed correctly can become a valuable marketing tool for you.

I strongly encourage all of my technicians to ask for reviews and one of my marketing team’s most important functions is monitoring these reviews and feedback.

It’s crucial also to act immediately on any negative reviews or customer complaints.

I’ve heard a saying about it’s very easy to get reviews, just do terrible jobs and watch the flood of reviews come in!

So you may need some basic training to teach your technicians about how to ask customers for a review and ways they can politely encourage them to take the brief time to publish a review.

By monitoring these online reviews you’ll soon be able to identify any trends of complaints, and conversely see which technicians are achieving the most reviews.

You must get your technicians on-board to be asking every customer for a review upon job completion and a formalised bonus system is a great way of achieving this.

I’ll give you an example of a system which you may consider implementing.

There is a process where you can offer a monthly review where for every five-star review they achieve, they earn a $50 credit in a bonus account.

Conversely, for every negative review or customer complaint, $50 credit is taken off their bonus account.

At the end of the month, analyse the sums in the bonus accounts and pay out credit as cash bonuses.

It then becomes very simple to explain and demonstrate to your technicians about the power of reviews!

You’re not asking for anything extraordinarily difficult or challenging from them either.

Just do the job properly, on time and politely ask for a review and they’ll be surprised how quickly the reviews will add up, and in turn some extra cash for them on the side.

This will further increase motivation and encourage technicians to provide the best service possible, and you’ll notice the power of positive online reviews begin to grow for your company.

Allan Ferguson is the CEO of Service Professionals Australia.

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