By Ellie-Rose Davies, Content Executive at IMRG Customer reviews can influence everything from conversion rates to brand perception, making it important for retailers to manage them well. In this blog, industry experts reveal how to use reviews not just as feedback, but as a tool for improving the wider customer experience. Well explore:

• How personalisation can help reduce negative reviews
• Using review insights to improve product content and messaging
• The link between delivery performance and customer satisfaction
• Ways to encourage more positive reviews
• Why you shouldnt fear negative reviews
• How to respond to negative feedback effectively”and even turn it around

Creating better experiences

Reviews can offer valuable insight into which parts of the customer experience are working well and where improvements might be needed. For many retailers, this feedback can help inform efforts around personalisation, product information and delivery. Taking cues from reviews may support better decision-making, enhance satisfaction, and reduce the chances of negative feedback further down the line.

Personalisation

Personalisation is becoming an increasingly important part of the customer journey. As shopper expectations continue to evolve, there are signs that tailored experiences, when relevant and well-timed, can lead to higher satisfaction and stronger engagement. In many cases, this may also encourage more positive reviews, as customers who feel understood are more likely to share good experiences. Nikhita Hyett, General Manager EMEA at Signifyd says, Retailers looking to avoid negative reviews should start by rethinking personalisation. Its no longer about a customers name in an email or a retargeted ad. True personalisation starts the moment a shopper begins their journey and continues through checkout and beyond. Using first-party data and customer preferences allows retailers to remove friction, anticipate needs and offer relevant experiences at every touchpoint. The result?, says Nikhita, Fewer moments of frustration, fewer reasons for negative feedback. When shoppers feel seen and understood, satisfaction naturally follows, and bad reviews become far less likely. Personalisation builds trust. Trust can build lasting success.

Messaging and product descriptions

Reviews can offer clear direction for refining messaging and improving product descriptions, as Justin Thomas, VP Sales EMEA North at Akeneo, explains: Product reviews are a goldmine of user-generated, first-person customer data and product intelligence. Justin says, AI can analyse thousands of customer reviews and feedback points to instantly detect patterns that might otherwise go unnoticed. By identifying common themes in real customer reviews, whether its recurring complaints, praise for specific features or even emerging use cases that open new target audiences and shopper segments, brands can improve messaging and enhance product descriptions based on real data.' 'Through this, brands gain a clear picture of what it is customers truly think and how to improve its products or services. Justin continues, For example, by tapping into customer reviews and feeding this data into product information management (PIM), Leatherman Tool Group has been able to build SEO keywords and metadata that can be syndicated across its eCommerce platforms, ensuring that products align with customer needs.

Delivery

One area of the customer journey thats becoming increasingly important to get right is the post-purchase experience. Its often where customer sentiment is shaped, and where frustrations can quickly turn into negative public feedback. Gavin Murphy, CMO at Scurri, reflects on how The court of public opinion, sitting in the form of customer reviews, represents a double-edged sword for retailers and brands.' 'It offers the opportunity to get closer to customers through excellent customer service, but also creates the potential pitfalls where negative reviews risk eroding consumer confidence. Our recent research showed two thirds (64%) of customers will leave a negative review when their delivery is delayed or they receive an unsatisfactory response to a where is my order (WISMO) query, while poor customer service prompts over half (53%) of consumers to leave a negative review.' 'This highlights the role of post-purchase delivery information and customer communication in avoiding potentially damaging negative online reviews, says Gavin. 'With 40% of shoppers indicating they leave negative reviews to prompt a retailer reaction and get their query addressed faster, retailers should pre-empt delivery queries by building in regular and timely communication within the delivery experience to update shoppers on the status of their order.' Gavin says, 'By owning and controlling the post-purchase delivery experience, retailers and brands can enhance CX and avoid damaging shopper feedback.

Inspiring positive reviews