REVIEWS, RATINGS, REPUTATION
DEVELOP CUSTOMER RELATIONSHIPS ONLINE
STAY RELEVANT ONLINE
Your Reputation Matters Most
People buy from people they trust. Top star ratings are everything.
“It takes 20 years to build a reputation and five minutes to ruin it.”
The Trust Factor
Word-of-mouth and reputation are key determinants of long-term business success. Customers research on-line well before becoming a potential lead. Decisions are made before your business has the opportunity to meet face-to-face. This is called the zero-moment of truth. As the digital economy becomes increasingly transparent it is impossible for poor performing companies to hide from dissatisfied customers or disgruntled employees, making online reputation management all the more important.
In the hyper-connect digital world, it matters what people say about you and your business as comments and reviews are amplified across the world with a click of a button. A 5-star rating speaks volumes, but so does a 1-star rating. We all do this research now – we read product reviews, look at star-ratings, glance through comments. Access to this information is so easy these days. Ensure your business has its best foot forward with online reputation management. Repeated research shows that almost 90 percentage of prospective customers read reviews before they buy and most trust these reviews as much as they do recommendations from friends. Those companies with the best online reputations will benefit greatly from it, both in terms of exposure and in customer loyalty.
In the digital world, there are specific tactics for online reputation management. Establishing trust with people online before they decide to engage with your business can be done with strategic approaches.
WSI can help you develop smart online reputation management skills that keep your brand prominent. The video explains important steps for better reputation management and below you can find more details by clicking the “+”:
6 steps for better online reputation management
1. Be Prepared to Listen:
Business today is intensely customer-driven. Being customer focused is the most critical success factor. With a literal world of purchasing choices at their fingertips, a successful business is one which truly listens to their customers and their feedback. Your own customers are one of your best resources for identifying new business opportunities and new ways to improve your product offerings. Not everyone wants to hear it but a huge part of online reputation management is fixing any problems customers bring up and looking at your own internal team and their mistakes.
2. Target Relevant Review Websites
Discover which websites your leads are most likely to be visiting for reviews and information. For 9 out of 10 likely buyers, these online review sites are as important as word-of-mouth from people they know. Any online reputation management campaign must take the major websites (such as Google, Yelp, TripAdvisor, OpenTable, Facebook) into consideration.
3. Gather Direct Customer Feedback
Don’t rely solely on reviews written by chance. Directly engage your audience and ask for their feedback! This can take many forms, from relatively informal discussions on your Facebook community, to professionally-conducted customer satisfaction polling. Rewards for participation can help inspire communication, but keep them small. It shouldn’t seem like a bribe. Take hold of your online reputation management by instigating the review process!
4. Share Your Customer Feedback
Honest customer testimonials are one of the most effective forms of advertising. When you get positive feedback from customers, share it via your website and social media! Also, be sure to thank your customers for taking the time to contact you. It makes them feel appreciated, and improves your reputation further.
5. Respond Appropriately
When you get honest negative feedback, respond promptly, be professional, and take responsibility. Purchasing intent can go up over 100 percent when a lead sees a company admit to a problem and take visible steps to fix it. Conversely, trying to cover up for legitimate mistakes can be especially damaging to a company’s reputation.
6. Learn and Improve
It’s important to understand what your customers are saying and improve based on suggestions and comments. Businesses thrive when they listen and learn so don’t skimp out on making those improvements that folks tell you about.
How important is your brand's online reputation?
According to Harvard Business Review, the difference between a four-star and five-star rating on major online review websites can amount to a 9 percent increase in income.
Our Online Reputation Management Service
We enable easy ways to provide feedback and help to demonstrate how important reviews are for your business:
- ask for reviews via displays or service staff,
- create QR codes and landing pages to easily get to your review sites,
- send thank you email with review request,
- review terminals or applications for tablets and smart phone,
- direct mail via postal service,
- or via call center.
Respond to Reviews
It is very important to respond to reviews immediately, especially negative reviews. Our reputation service is
- connected to the popular review networks,
- displays and manages all reviews in one dashboard,
- sends automatic alerts about new reviews posted, replies and
- enables answering reviews from one platform and direct posting to the originating review network.
Measurement & Analysis
The analytics capabilities of our reputation platform enables detailed assessments of
- review trends and response rate for each review network and in total,
- easily displays areas for improvements via Word Cloud (words used in reviews),
- creates a reputation score to easy evaluate overall performance against industry benchmarks.
Examples of Reputation Management Assessment Options:
Example: Overall Review Trend by Month
Example: Word Cloud With Words Used in Reviews
Example: Reputation Score with Industry Benchmarks