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How to get a great TrustScore

Want to know how to build an impressive word-of-mouth reputation and increase your TrustScore? Start with these 5 important ingredients:

  1. Having the right mindset for great customer service
  2. Putting in effort
  3. Actively engaging with customers
  4. Learning and improving through customer feedback
  5. Repeating the cycle and refining

In our experience, companies that work hard with these aspects often build considerable trust with their customers - and see a corresponding boost in their TrustScores.

1. The right mindset for great customer service

The key to a great TrustScore is delivering great customer service. And developing the right mindset for great customer service starts with caring about it.

Companies who devote specific attention and resources to their customer service put themselves in the best position to improve it. It makes sense that the companies who place the most value on customer service are also those who choose to invest in gathering and working with customer feedback.

At Trustpilot, we see that companies who use our paid services, including consistently using our Automatic Feedback Services to invite all of their customers to leave reviews, usually have a strong desire to improve their services. They make it their priority to make their customers happy.

2. Putting in effort

Improving your online reputation takes time and effort. There aren’t any magic shortcuts!

Inviting your customers to write reviews is one way of investing in the information you need to do better. It’s a first step towards finding out how your company can boost its customer service. By asking for customers’ feedback, you’re also interacting with them and showing that their opinions matter to you.

Making people feel valued and respected has the added bonus of positively influencing those customers’ views of your company. And happy customers are also potential brand advocates who can share their glowing recommendations.

Actively asking customers to leave reviews often correlates with a higher number of positive reviews - at least where companies deliver good customer service. This is part of what we call activating “the silent majority” - getting reviews from customers who normally wouldn’t bother to leave a review. There may also be flow-on benefits for companies who show this kind of interest in feedback and improvement, because that's something customers appreciate.

3. Actively engaging with customers

Listening to and engaging with your customers shows that you’re human. It also lets them know that you care about what they have to say and how they feel about what you do for them.

Responding to reviews that you’ve invited customers to leave demonstrates your interest in making sure they're happy. Replying to reviews is also an opportunity to rescue unhappy customers quickly and with integrity, and this can let you showcase the sound principles you’ve built your company on.

4. Learning & improving through customer feedback

The advantages of actively engaging with people quickly snowball. The knowledge you gain from hearing what your customers like and dislike is invaluable. This critical information - straight from the horse’s mouth - lets you pinpoint exactly what your customers want, so you can deliver it.

Tools that make it easier to collect, manage, analyze and learn from reviews make companies better and more efficient at putting customer feedback to use. This means they can prioritize changes that make a real difference, gauge the customer response, then make more positive adjustments.

Features available with Trustpilot’s paid services - like being able to tag and sort reviews into categories - let companies build a useful overview of the areas that urgently need attention, those that could be polished further, and any that already shine.

5. Repeating the cycle and refining

Companies can continuously improve their customer service by repeating this cycle of investing care and effort, actively engaging with customers, learning, and improving on what they deliver. This can lead to happier customers, more positive reviews, and an increasing TrustScore to match. It makes sense that by repeating the cycle, you’ll also get more customers to review.

Inviting all of your customers to write reviews can lead to a more representative image of your service. Our data also shows that review volume increases with actively inviting customers to leave reviews. And as more customers review, companies gain a more nuanced picture of how their services are perceived.

Clearer and more detailed feedback from a high number of reviews offers truly valuable learning. It can help lift customer service levels substantially if companies then implement targeted tweaks and improvements that delight customers.

There are no shortcuts!

Trustpilot provides companies with a range of tools that can help them build their online reputations. We’ve also outlined above the flow-on effects that can occur from simply taking an interest in customer feedback.

But let’s be clear. A company won't automatically improve its TrustScore just because it becomes a Trustpilot customer. We treat all companies fairly and equally, and no company can pay to remove bad reviews. And importantly, the TrustScore calculation is 100% objective and doesn’t discriminate between companies that pay to use Trustpilot and those that don't.

To improve its TrustScore, a company has to dedicate the care, effort and resources to actively engage with its customers, respond to reviews, learn from them and improve its offerings.

And companies that care about customer service enough to invest in working with customer feedback give themselves a head start. They can quickly identify pain points and make key changes to boost their service levels - and correspondingly - they’re likely to see improvement in their reviews and their TrustScores.

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