Table of Contents
Cofounder and CEO of PissedConsumer, a review platform that helps consumers be heard and brands improve their customer service processes.
Online reviews hold more power than ever before. With just a few clicks, potential customers can form an opinion on a business based solely on what others have said about it. In fact, one study found that a staggering 98% of consumers read online reviews for local businesses.
As a business owner, it’s crucial to understand the impact that online reviews can have on your reputation and bottom line. That’s where review management comes in. Effective review management can mean the difference between thriving and merely surviving in a competitive market. In this article, I’ll share my experience on the critical role that review management plays in building a strong brand reputation and how businesses can implement it to reap its benefits.
Review management is not reputation management.
Review management is the act of monitoring, managing and responding to online reviews of your business. It involves tracking what customers are saying about the business on various review platforms and social media. Business reputation management and review management are two distinct approaches to managing online presence.
Reputation management involves monitoring and maintaining a positive perception of a brand or individual through various channels, including social media, search engines and news outlets. It involves taking proactive steps to build and maintain a positive brand image, such as creating high-quality content, responding to customer inquiries and engaging with followers.
Review management, on the other hand, is a more specific tactic that focuses on monitoring and responding to customer reviews on platforms such as Google Reviews and Amazon. The goal of review management is to address negative feedback, encourage positive reviews and ultimately improve the overall reputation of a business. While both reputation management and review management are important components of an online marketing strategy, they differ in their scope and approach.
Why is review management important?
As I mentioned earlier, business reviews have become an essential part of the decision-making process for customers. In fact, it seems that consumers put as much faith in online reviews as they do in peer recommendations.
You know what they say: A business’s reputation can make or break it. If negative reviews start piling up and the business on the receiving end buries its head in the sand, it can severely damage its reputation and scare off potential customers.
There are several benefits to review management.
• It can help you build trust with customers. Responding to reviews shows customers that your business is interested in their experience and in their feedback, building trust and strengthening customer relationships.
• It can help you improve your online reputation. Good management of online reviews can improve your reputation and brand awareness, leading to increased trust, credibility and business.
• It allows you to collect valuable feedback. Learning from online reviews can help businesses identify patterns in negative feedback and areas for improvement and take timely action to better meet customer needs.
How can you get started with review management?
Experience has taught me that the essentials of review management are communication and responsiveness. Simply responding to negative reviews and acknowledging an issue can totally turn a situation around, but promptness is also key. Rapidly address any problems that arise and do not avoid challenging discussions. Make an effort to comprehend the circumstances. If you are at fault, apologize. Additionally, demonstrate that you are making moves to rectify the problems that led to the issue.
I’ve seen how a company’s online approval ratings can increase by simply responding to negative feedback from their customers. For example, a notable clothing and footwear company received over 2,000 reviews with an average rating of 1 out of 5 stars on our review platform. After a change in strategy that led the company to actively respond to negative reviews, its overall rating grew to 4.2 stars.
This is just one example that represents a wider trend. By responding to negative reviews and making a sincere effort to resolve any issues, your business can actually make things better than they were before. And it can earn you some serious loyalty points with customers, who will appreciate the effort you put in to make things right.
Here are three more tips to help you on your review management journey.
Consistency makes a difference.
When I see the same consistent message from a brand, I see a business that can provide good customer service by setting clear expectations for its customers. When customers know what to expect from a business, there are fewer misunderstandings that could lead to disappointment or negative reviews.
Consistency in messaging helps to build trust and loyalty with customers as they come to rely on the brand to deliver a consistent experience. This can be achieved through various means, including clear and concise communication, providing accurate information and ensuring that all team members are aligned with the brand’s messaging. In essence, consistency in messaging and communication forms a vital component of effective online review management and establishing a positive reputation among your customers.
Learn from feedback.
Another aspect of review management I find important is the opportunity it provides to gather valuable, actionable feedback from customers. By monitoring and analyzing online reviews, you can gain very useful insights into what customers like and dislike. This feedback can then be implemented to improve customer service operations and the overall customer experience.
Consider using a review management service.
Another option is to use review management services, which can help businesses manage and monitor online reviews across multiple platforms. These services typically provide businesses with tools to monitor reviews, respond to reviews and track their online reputation.
While review management services can be a good investment, your business can also manage online reviews in-house by following the basic principles such as engaging with customers, responding in a timely manner and solving complaints. Ultimately, review management is just one part of a larger reputation management strategy, but it is an important factor that should not be overlooked.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?