In the digital age, online reputation and reviews play a crucial role in shaping a brand’s success. It is no longer just about the customer’s interactions with a company in-store or over the phone; now it’s all about what people are saying on the internet. This means that managing online reviews and reputation is essential for a business to get ahead.
Online reviews can make or break a company. Good reviews can help to build trust in a brand, while bad reviews can send business away in no time. According to a recent study, 86% of online customers say that they are actively searching for reviews before making a purchase. In addition, 49% of businesses have said that online reputation has caused a decline in sales or revenue.
Managing online reviews and reputation is not an easy task, but it is essential for success in the digital age. There are several strategies that businesses can use to manage their online reputation. These strategies can help boost a brand’s image and defend against damaging reviews.
Encouraging Authentic Reviews
One of the best ways to build good reviews and strengthen online reputation is by encouraging authentic, positive reviews. Businesses should actively seek feedback from their customers and provide easy, accessible platforms for posting these reviews. Sites like Google My Business, Yelp, and Facebook can help collate and manage online reviews.
It should be important to note that fake, or “bought” reviews, can actually do more harm than good. A study conducted by the Cornell University School of Hotel Administration found that consumers are less likely to trust online reviews if the reviews seem fake. According to the study, customers are particularly wary of reviews that are overly positive or contain promotional language.
Therefore, businesses should ensure that the reviews posted are genuine. This can be achieved by offering an incentive or reward to customers who take the time to leave a review. This can help ensure that received reviews are genuine.
Monitoring and Responding to Reviews
Once reviews have been posted, it is important to monitor and respond. Businesses should dedicate someone to the task of checking online reviews and promptly responding to both positive and negative feedback. This can be particularly effective for diverting attention away from a negative review and showcasing that the concerns of a customer have been taken seriously.
When responding to negative reviews, businesses should take a professional and thoughtful approach. The response should be well thought-out and never be used to rank the customer. The goal is to exhibit to the customer and to any onlooker that the business takes their concerns seriously and is willing to work to resolve the issue.
Addressing Negative Reviews
Negative reviews can have a major impact on the online reputation of a business. It is important to address these negative reviews swiftly and accurately. If the customer has a legitimate complaint, the business should do its best to make it right.
Businesses can learn from negative reviews. They should use the feedback provided to make changes and improvements to their products or services, as well as their processes. This not only shows customers that their input is heard and valued, but it can also help prevent future negative reviews.
Research has shown that customers who feel that their time, energy, and opinions are appreciated are more likely to become loyal customers and share their experience with others. Therefore, responding to reviews the right way, even negative ones, can actually help the business create and develop customer relationships.
Utilizing Technology
Finally, technology can be used to help businesses monitor and manage their online reputation. There are several online platforms that can be used to track and setup notifications for new reviews, as well as post and schedule a regular flow of positive content. It is also possible to use technology to track the most common issues or complaints and develop solutions for these.
There are also several customer relationship management (CRM) software solutions that can be used to enable a company to more efficiently track customer interactions, as well as issue resolution. This can help businesses ensure that each customer gets the attention and assistance that they deserve, which can help prevent negative reviews from being posted in the first place.
In conclusion, managing online reviews and reputation is crucial for a business in the digital age. It can make or break a brand’s success. Businesses should work to encourage genuine and positive reviews, monitor and respond to reviews, address negative reviews effectively, and utilize technology to stay on top of their online reputation. By following these suggestions, a business can maintain a positive image and build lasting customer relationships.