Before we delve into the second part of this mini-series (after an extended absence): What a summer it’s been! Filled with sunshine, relaxation, and of course, some intriguing journeys into the world of hospitality with my family, which I am eager to share with you.

One such journey involved my father’s milestone birthday that I celebrated with my parents and close friends in Bangkok, Thailand, for which we decided to take a nostalgic trip down memory lane. That meant a stay at the Sheraton Grande Sukhumvit—a place that we have frequented in the past 25 years.

At the end of the birthday dinner at their Italian restaurant, Rossini’s, Khun Yok—one of the associates I have known for almost a decade—approached me and asked if I could share some feedback on TripAdvisor about our experience.

This hotel consistently ranked in TripAdvisor’s top 10, and my recent experience got me thinking about their approach. In today’s digital age, online reviews serve as critical social proof, influencing potential customers more than ever. So how can your business effectively increase its online reviews without imposing on your customers? 

Here are some strategies to consider as you are “upping your game” in the world of online reviews:

1. Make it Easy: Ensure it’s easy for customers to leave a review. Provide direct links to your review platforms in follow-up emails, on your website, or even in your physical store. The less friction in the review process, the more likely a customer is to complete it.

2. Ask Directly: Sometimes, all it takes is to ask. This could be done at the end of a transaction, during a follow-up email, or through a dedicated customer satisfaction survey. Be polite and express how much you value their feedback.

3. Timing is Key: Request reviews shortly after the customer interaction or transaction when the experience is still fresh in their minds. This increases the likelihood of them leaving detailed, relevant feedback.

4. Incentivize Reviews: Offer incentives for leaving a review. This could be a discount on a future purchase, entry into a contest, or a small freebie. Make sure to clarify that the incentive is for leaving a review, not for leaving a positive review, as you want to encourage honest feedback.

5. Engage with Existing Reviews: By responding to current reviews, you show that you value customer feedback. This may encourage other customers to leave their reviews, knowing they’ll be heard.

6. Leverage Social Media: Encourage your followers to leave reviews on your social media platforms, or to review your business on review sites. This can be particularly effective if you have a strong and engaged online community.

7. Train Your Team: If you have a physical location, train your team to encourage reviews from customers. Make sure they understand the right way to request reviews – they should be encouraging and appreciative, not pushy or demanding.

Remember, the key is to encourage honest feedback. Reviews are not just about praising your business, they are also about identifying areas of improvement. Be prepared to accept and learn from both positive and critical reviews.