Dear Dan: We’d like to capture customer testimonials and feedback and post the best stuff on our own website. Is that likely to be beneficial? What’s the best way to do it? — Under Review
Dear Under Review: Customer ratings and reviews are all the rage online these days, and for good reason. Studies show that more and more ready-to-buy shoppers use these reviews as an influencing factor when choosing between competing merchants. But many small business owners are either oblivious or uneasy over what customers are saying about them online.
Tea Guys, LLC, a family-owned and operated Hatfield, MA-based retailer of exotic tea, considered the same route that many small businesses take – ask a few customers for testimonials and post them on the company website. But in this age of instant communication via social media, and skepticism about testimonials that businesses gather themselves, Tea Guys wanted something more cutting edge and compelling. Read the full entry