SMS: The Best Channel for Gathering Reviews

Discover how SMS transforms review collection with its high open rates and engagement, boosting your business's trust and credibility.

Mathew Gorka

By Mathew Gorka

August 7, 2023

12 min read

SMS: The Best Channel for Gathering Reviews


In today's digital age, customer reviews have become an integral part of the decision-making process for consumers. Whether you're looking to purchase a product, dine at a restaurant, or book a vacation rental, chances are you'll turn to customer reviews to inform your choices. These reviews provide valuable insights into the quality, reliability, and overall satisfaction of a product or service. In this blog post, we will delve into why customer reviews are crucial and explore why SMS (Short Message Service) is the best channel for gathering them.

The Power of Customer Reviews

1. Trust and Credibility

Customer reviews serve as cornerstone elements in building a brand’s trust and credibility. A positive testimonial can significantly influence a potential customer’s perception and confidence in a business. As per BrightLocal's survey, where 91% of consumers revealed they read reviews, it underscores a crucial point - every review counts. When potential customers observe a pattern of positive feedback, it not only establishes trust but also enhances the brand’s reputation. In an era where consumers are inundated with options, having a bank of positive reviews can be the defining factor that sets a business apart from its competitors.

Building on the role of reviews in establishing trust, it’s notable that the authenticity of these reviews plays a pivotal role. Customers today are savvy; they can distinguish between genuine feedback and fabricated reviews. Real experiences and honest feedback contribute to forming a transparent and authentic brand image. Also, the responsiveness of businesses to reviews, particularly negative ones, is crucial. A well-addressed concern or a flaw turned into an improvement can turn a skeptic into a believer, further cementing the trust and credibility nurtured by positive customer testimonials.

2. Informed Decision-Making

The role of customer reviews in facilitating informed decision-making cannot be overstressed. Prospective customers glean insights from the experiences of others to gauge the quality and suitability of a product or service. Detailed, honest reviews offer a comprehensive understanding, covering everything from the effectiveness and reliability to the after-sales service quality. This treasure trove of firsthand insights ensures that customers step into a purchase with their eyes open, equipped with information that is often not captured in advertisements or official product descriptions.

In addition to offering insights on product quality and effectiveness, reviews provide a window into a company's customer service ethos and responsiveness. Customers often share their experiences with the company’s support team, shedding light on the responsiveness, professionalism, and helpfulness of the service. These insights are integral to the decision-making process, as they offer a 360-degree view of what to expect, not just from the product but also from the people behind it.

3. Social Proof

In the realm of social proof, customer reviews are king. They provide tangible evidence of a product’s quality and effectiveness or a service’s efficiency and reliability. When potential customers are in the decision-making phase, a collection of positive testimonials can push them over the edge, affirming that they are making the right choice. Additionally, negative reviews, while seemingly detrimental, offer transparency and honesty, two attributes valued by consumers. They not only help customers steer clear of subpar products but also demonstrate a company’s commitment to transparency.

Elaborating further on social proof, reviews, especially those shared on social media or the company’s website, have a viral effect. They’re not just static pieces of information but dynamic content that can be shared, commented on, and discussed. Each share or comment amplifies the review’s reach, exponentially increasing its impact. Consequently, businesses can leverage positive reviews as powerful marketing content, sharing them across platforms to enhance their social proof.

4. Continuous Improvement

Customer reviews are not just feedback but powerful tools for continuous improvement. Each review offers insights into what is working and what isn’t. Companies can leverage this feedback to refine their products, enhance service delivery, and elevate the overall customer experience. This dynamic, iterative process ensures businesses remain attuned to customers’ evolving needs and preferences, positioning them to adapt and innovate continually. In a marketplace characterized by change and competition, the ability to iterate based on direct customer feedback is invaluable.

Beyond product refinement and service enhancement, customer reviews are instrumental in shaping business policies and strategies. Customer insights often reveal market trends, emerging needs, and shifting preferences. For companies attuned to this information, it’s an opportunity to align their strategies with market dynamics, ensuring they remain relevant and competitive. It underscores the principle that every piece of feedback, positive or negative, is a gem of business intelligence waiting to be unearthed and acted upon.

5. SEO Benefits

In the digital sphere, SEO is integral, and customer reviews significantly bolster this aspect. They contribute fresh, user-generated content that search engines value highly. Each review increases a webpage’s content density and relevance, boosting its search engine ranking. Moreover, positive reviews containing keywords related to the business or product can significantly enhance online visibility. As businesses vie for the top spot in search engine results, customer reviews emerge as a secret weapon, driving organic traffic and enhancing online visibility.

Augmenting the SEO perspective, customer reviews not only increase content density but also enhance keyword diversity. Customers use a variety of words and phrases to describe their experiences, often different from the company’s official terminology. This diversity in language enriches the keyword pool, making the business’s online content more searchable. Additionally, positive reviews can contribute to enhanced click-through rates (CTR), with potential customers more likely to click on a link accompanied by glowing reviews, further bolstering SEO efforts.

Why SMS for Gathering Reviews?

Now that we understand the significance of customer reviews, let's explore why SMS is the ideal channel for collecting them.

1. Accessibility and Convenience

SMS is one of the most accessible communication channels. Nearly everyone has a mobile phone, and text messages are easy to read and respond to. Customers can provide feedback quickly and conveniently without the need for an internet connection or specialized apps.

Expanding on the accessibility of SMS, it's worth noting that this medium caters to a diverse demographic. People of all ages, including those who are not tech-savvy, find SMS straightforward to use. The unambiguous and direct nature of text messages ensures that feedback collection isn't just widespread but also inclusive. Moreover, the ubiquity of mobile phones means SMS reaches customers anytime, anywhere, elevating the convenience and thereby, the response rate for reviews.

2. Higher Open Rates

Compared to email or other messaging platforms, SMS boasts exceptionally high open rates. Text messages are often opened within minutes of receipt, ensuring that your review requests are seen promptly.

To contextualize the higher open rates of SMS further, it’s not just about the messages being opened but also the speed at which they’re read. According to various studies, the majority of text messages are read in under 2 minutes of being received. This immediacy ensures timely feedback, especially beneficial for businesses seeking to enhance real-time user experience or address concerns proactively.

3. Real-Time Engagement

SMS allows for real-time engagement with customers. Businesses can send review requests immediately after a purchase or service interaction when the experience is fresh in the customer's mind. This increases the likelihood of receiving detailed and accurate feedback.

Building on the theme of real-time engagement, the instantaneous nature of SMS means that feedback can be acted upon almost immediately. For businesses, this provides an invaluable opportunity for service recovery and enhancement. If a customer expresses dissatisfaction, companies can respond and rectify the issue promptly, turning a potentially negative review into a positive testimony of responsive service.

4. Personalization

SMS enables businesses to personalize review requests by addressing customers by their names and referencing their recent interactions. This personal touch encourages customers to respond positively and feel valued.

The aspect of personalization in SMS is also heightened by the ability to customize content based on the customer’s previous interactions with the business. For instance, if a customer made a purchase, the review request SMS can inquire about their specific experience with that particular product. This level of detail not only personalizes the interaction but makes the feedback more precise and actionable.

5. Increased Response Rates

Due to its simplicity and immediacy, SMS typically yields higher response rates compared to other feedback collection methods. Customers are more likely to provide reviews when the process is straightforward and doesn't require navigating through complex forms or websites.

Enhancing the point of increased response rates, the simplicity of SMS is accentuated when integrating easy response options like emojis or quick reply buttons. The less effort it takes to leave a review, the more likely customers will do it. This user-friendly approach not only boosts response rates but ensures that feedback collection becomes an integral, seamless aspect of the customer journey, rather than a cumbersome add-on.


In today's competitive landscape, customer reviews are invaluable for both consumers and businesses. They build trust, inform decision-making, and provide essential feedback for continuous improvement. When it comes to gathering customer reviews, SMS stands out as the most effective channel. Its accessibility, high open rates, real-time engagement, personalization, and increased response rates make it a powerful tool for businesses seeking to harness the power of customer feedback. Embracing SMS as a review collection channel can lead to improved customer satisfaction, enhanced credibility, and ultimately, greater success for your business.

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