73% of customers place more value on the written review, rather than the star rating.
The number speaks for itself. Reviews are not only about the star rating anymore. High-star reviews certainly help you attract customers to your venues. Though the real value is found in the words rather than the score. Reviews sentiments are a powerful tool all businesses should make use of.
The Power of Written Reviews
For some customers, it won’t take much to draw out a 5-star review. Others rarely rate any business with 100% despite being completely satisfied. Written reviews on the other hand tell a story on which potential new customers will base their opinion on.
Potential customers will pay attention to all sorts of details that give them a hint of what to expect when going to your venue. For example, any common problems or complaints that came up and if they’ve been handled.
Written reviews not only provide insights for your customers but more so, they allow businesses to capture the emotions behind the rating and can help you to find out what’s really going on.
How do you extract real value from your reviews then? A sentiment analysis will give you those insights. This technique is used to determine whether words in a text are positive, negative or neutral and are grouped respectively. It’s a great tool that helps you monitor your reviews and points you to potential (common) issues you should address.
But before you fire up a spreadsheet, ready to get started and manually sift through your reviews, there is a better way! Let a review sentiment software do the heavy lifting for you and make the process much more efficient.
Automated Reviews Sentiment Analysis
The above example showcases how sentiments are automatically captured from the written reviews and tagged in a summary dashboard.
What’s more, common themes are tracked and counted together. So that you can quickly determine which matters urgently need your attention.
The system can also flag negative reviews for you, le easily see which reviews you still need to reply to.
Best Practice Advice – Irony & Sarcasm
Bear in mind that some words, even though they are positive words, might not be meant like that in a certain context.
“We had to wait for 15 min to get to our table. Great start into the evening.”
This is clearly not a positive review. Though “great start” might imply so, which can result in a positive flag. The good news, technology has evolved a lot recently and systems constantly keep learning and improving.
If you’ve got any questions about reviews, sentiment analysis or emailing customers then get in touch with one of our team. We’re here to help on all things digital.