05 May 2023
How customer reviews will disrupt B2B: 7 trends and predictions
Are you a business owner wondering how to harness the power of customer feedback in the ever-evolving digital landscape? With the increasing demand for transparency and authenticity in business relationships, it’s clear that customer reviews will continue to play a pivotal role in the B2B space.
We explore 7 trends and predictions on how customer reviews will disrupt B2B in the coming years. Join us as we dive into our crystal ball of reviews…
We investigate the following;
- The rise of AI-generated reviews
- Integration of customer reviews with Augmented Reality (AR) and Virtual Reality (VR)
- The increased importance of personalisation and personalised feedback collecting
- The emergence of blockchain technology in review verification
- Integration with employee advocacy
- Integration with CX strategies
- Reviews as a source of competitive intelligence
1. The rise of AI-generated reviews: Prepare for a future of robot reviewers
Say hello to our new AI-generated review overlords! With the advent of advanced AI technology, businesses are turning to artificial intelligence to create authentic and relevant reviews that accurately reflect their products or services. In the future, we’ll see more informative and convincing AI reviews based on data from customer behaviour, sentiment analysis, preferences and other key metrics.
Although some may argue that AI-generated reviews lack the human touch, they’re an increasingly important tool for B2Bs to stay competitive in the digital economy. Who knows, maybe AI-generated reviews will be the ones going viral on social media in the future.
AI will also encourage businesses to extract more insights from customer feedback, provide insights, identify trends, and make data-driven decisions to improve customer experience.
2. Integration of customer reviews with AR and VR: Get ready to step into the reviewing world
As AR and VR technologies become more mainstream, their integration of customer reviews is set to revolutionise the way businesses engage with their customers. Imagine stepping into a world where you can experience products and services before even buying them.
AR and VR provide a more immersive customer experience and enhance the reviewing process, making it more interactive and engaging. Customers will be able to experience products and services in a virtual environment and make purchasing decisions based on the opinions of other customers – using reviews to inform their decision-making process.
Incorporating customer feedback builds trust and credibility, provides a personalised experience, and helps to enhance product development and marketing strategies. We can expect to see more B2Bs and NGOs adopting this technology to gain a competitive edge. So, strap on your VR headset and prepare to enter the reviewing world.
3. Personalisation is key: Feedback collecting will be more important than ever
In today’s fast-paced world, customers are the real bosses, and businesses are under pressure to cater to their every whim and fancy. Personalisation communication and customised feedback collection will become essential tools for businesses utilising ABM looking to build lasting relationships with customers and fuel success in today’s competitive marketplace.
Collecting feedback from customers will be even more crucial following the Google April 2023 Reviews Update, which leans heavily on experience as a whole. Tailoring your marketing and outreach efforts to individual preferences will ensure you’re better positioned to meet the ever-evolving customer needs and succeed in the long term.
By gathering segmented feedback through personalised customer surveys and customisable forms and widgets, you can get to know your customers on a more intimate level and use that intel to tailor marketing strategies to each customer’s unique preferences.
4. The emergence of blockchain technology: The future of review verification is here
For the likes of B2Bs, ensuring transparency, security, and trust in the online review ecosystem is game-changing. Blockchain technology offers a secure and tamper-proof way of verifying reviews, ensuring they are genuine and trustworthy.
Fake reviews have become a significant problem for businesses, and they can damage a brand’s reputation. With blockchain, every review is like a mini-documentary, with an unalterable record of its origin and authenticity. In future, businesses will leverage blockchain technology to verify the credibility of customer reviews.
So, let’s give a round of applause to the emergence of blockchain technology, the ultimate defender of honesty and integrity in the world of online reviews.
5. Employee advocacy: Amplify positive reviews and build trust with potential buyers
For businesses looking to boost their online presence and build trust with potential buyers, employee advocacy programs are the way forward. By getting employees on board with some good old-fashioned advocacy and encouraging team members to share positive reviews and experiences, your brand’s voice will be amplified.
In the future, businesses will increasingly integrate their review management practices with employee advocacy programs to create a more cohesive brand message.
After all, who wouldn’t trust a review from an employee who genuinely loves their job? So let’s revive those advocacy engines and start spreading the good word.
6. Integration with CX Strategies: B2B reviews will provide valuable feedback for improved customer experience
Businesses should get ready to supercharge their customer experience game. By integrating B2B reviews into your CX strategy, you’ll be able to gather some seriously valuable feedback from your clients. You’ll get to know exactly what’s working well and what’s not, so you can make those all-important improvements to your services. Trust us, your customers will love you for it.
Understanding your customers’ needs and preferences is essential for tailoring your products and services to meet their expectations. In the coming months, businesses will begin to integrate review data with their CX strategies to provide more personalised and effective customer interactions.
So, get ready for a future where businesses use reviews to continually improve their customer experience.
7. Competitive intelligence: Reviews will help identify areas to outperform competitors
Another key trend that will make your business thrive like never before is reviews as a source of competitive intelligence. Those little pieces of feedback left by your customers can be a gold mine of information for B2Bs and NGOs. Reviews can give you insights into your competitors’ strengths and weaknesses, customer pain points, and even ideas for new products or services.
In the future, businesses will increasingly use reviews to gain a competitive advantage by identifying areas where they can outperform their competitors. Who knew that reading reviews could be so strategic? Maybe you’ll discover the next big thing to skyrocket your business to dizzying new heights!
There you have it. Customer reviews will continue to drive business growth, enhance the customer experience, and build trust and credibility in the online review ecosystem. So, always take a moment to share your feedback because you never know who’s listening.