Customer reviews can make or break an ecommerce business. For Second Skin Audio, a company dedicated to solving noise control problems, managing these reviews is not just about maintaining a good online reputation—it’s about turning potentially negative experiences into opportunities for building customer loyalty. We talked with Eric Zuck, Sales & Operations Manager at Second Skin Audio, to learn about their approach to review management.
Second Skin Audio, a long-time RaveCapture merchant, combines top-quality soundproofing materials with expert acoustical consulting to eliminate unwanted noise in commercial, residential, and automotive environments. Their commitment to manufacturing in the USA and providing comprehensive support throughout each project has made them a leader in their field since 2000.
The Critical Role of Customer Reviews
At Second Skin Audio, reviews are more than just feedback—they’re a crucial component of the business’s online presence and sales performance. Eric Zuck explains, “We take reviews VERY seriously, as all of our organic Google rankings, SEO traffic, Amazon rankings, and selling strength are affected any time a product goes below a 4.3 average.”
This sensitivity to review scores has led Second Skin Audio to develop a comprehensive strategy for managing customer feedback, especially when it comes to addressing less-than-stellar reviews.
A Systematic Approach to Review Management
Flagging and Team Collaboration
Second Skin Audio’s process begins with careful monitoring of incoming reviews. “We set our RaveCapture settings to hold all 1, 2, and 3 stars as pending so we have time to reply to the customer and reach out for full understanding of what is going on,” Zuck shares.
But it doesn’t stop there. To ensure that the entire team is aware of customer issues and can learn from them, Zuck posts all reviews—not just the negative ones—in a dedicated Slack thread. This practice serves multiple purposes:
- It prepares the team for potential customer calls about the issue.
- It provides insights into what might be causing customer dissatisfaction.
- It allows different departments to learn from and address issues within their areas of responsibility.
Zuck notes, “It is also done so the entire team can see what type of stuff gives customers bad feelings about our products or services.”
Personal Intervention and Listening
When a low-star review comes in, Eric Zuck takes a hands-on approach. He personally addresses these reviews during business hours or first thing the next morning. His process involves:
- Thoroughly reading the review
- Examining the customer’s order details, including production and shipping notes
- Reaching out to the customer directly
Zuck emphasizes the importance of empathy in these interactions: “I do a lot of listening at first. I let them vent!” This approach allows customers to feel heard and provides valuable insights into their concerns.
Negative Review Strategies That Build Loyalty
Different Problems, Different Solutions
Second Skin Audio’s approach to resolving issues is flexible and customer-centric. Depending on the nature of the problem, solutions might include:
- Customer service refunds (typically 10-25% of the order value) for minor issues
- Full replacements for faulty or damaged products
- Full refunds if a replacement can’t meet the customer’s timeline
Zuck explains, “If the situation is a shipping error, packing problem, or something where the product was fine, and the project was still doable, I will offer an apology and a customer service refund.”
For customers who don’t respond immediately, Second Skin Audio has a persistent follow-up schedule, reaching out at 3, 7, 21, and 30 days until contact is made.
Publicly Responding to Reviews
Once an issue is resolved, Second Skin Audio takes the important step of responding publicly to the review. This serves two purposes:
- It demonstrates to other potential customers that the company is responsive and committed to resolving issues.
- It prompts the reviewer to reconsider their initial rating in light of the positive resolution.
Zuck shares his typical response is often along the lines of: “It was great talking to you today about your project. I am glad we were able to figure out the issue and get it resolved. Please don’t hesitate to reach out with any further questions or concerns.”
Going Above and Beyond
The “Killing Them with Kindness” Approach
For situations where a customer remains unsatisfied despite attempts at resolution, Second Skin Audio has an ace up its sleeve. Zuck describes their strategy: “I typically will follow up a few days later with a $25-250 Gift Card (depending on their original order size) to use on our site for a future order.”
This approach, which Zuck calls “killing them with kindness,” has proven highly effective. “They feel super satisfied, even if they don’t use the gift card,” Zuck reveals. “But they now LOVE Second Skin because of the kind offer.”
Key Takeaways for Businesses
Second Skin Audio’s approach to managing reviews offers valuable lessons for other businesses:
- Proactive Monitoring: Use tools like RaveCapture to flag and address negative reviews quickly.
- Team-Wide Awareness: Share customer feedback across departments to foster a customer-centric culture.
- Personal Touch: Have a dedicated person (ideally in a leadership role) handle challenging customer interactions.
- Flexible Resolution: Offer a range of solutions tailored to each situation.
- Public Responsiveness: Always respond to reviews publicly to demonstrate your commitment to customer satisfaction.
- Go the Extra Mile: Consider unexpected gestures of goodwill to turn dissatisfied customers into loyal advocates.
- Continuous Learning: Use customer feedback to improve products, services, and processes continuously.
By implementing these strategies, you’ll not only mitigate the impact of negative reviews but also transform them into opportunities for building stronger customer relationships.
Second Skin Audio’s review management process demonstrates that with the right approach, every customer interaction—even the initially negative ones—can contribute to building a loyal customer base and a stronger brand.