Keeping current customers delighted and finding new ones are inexorably intertwined. Generating favorable word of mouth endorsements – one satisfied customer telling another possible client a few great experience, service received or purchase made – is the most efficient valuable strategy to finding new customers. Due to the superiority of online reviews and customer ratings, it has become easier and more treacherous to master the numerous nuances of word of mouth endorsements.
Online reviews are extremely influential. A recent survey by BrightLocal shows “73 percent of shoppers say positive customer reviews lead them to trust a business more” and “65 percent of shoppers usually tend to use a business which has positive online reviews.” Nielsen, in its 2012 study at the degree of trust consumers place in advertising , seconds this: “Consumers world wide continue to look recommendations from friends and online consumer opinions as by far the foremost credible. Thus, successful brand advertisers will seek how you can better hook up with consumers and leverage their good-will within the variety of consumer feedback and experiences.”
Online reviews aren’t always what they appear. In a contemporary Wall Street Journal’s Market Watch report , as much as 25 percent of reviews on Yelp, a number one customer-driven review site of local businesses, are “’suspicious’ if not fraudulent.” Not just are competitors writing false negative reviews in their competition, a study of deceptive reviews by MIT Sloan School of economic professor Duncan Simister reveals that “many [negative] product reviews are from customers who’ve not purchased the product they’re reviewing.”
Online reviews can hinder up to they might help. “Negative ratings by influential reviewers adversely affect sales,” concludes the study by Simister. an identical 2011 study by Harvard Business School assistant professor Michael Luca likewise shows that “a one-star increase on Yelp’s five-star review system can raise restaurant sales by 5 to 9 percent.”
Some business owners, frustrated by negative reviews (or an inability to generate positive reviews organically), have foolishly responded by writing their very own reviews. Worse, some have listened to bad advice by unscrupulous reputation and search engine optimisation firms, offering them the seeming panacea of “paid positive reviews.” There are lots of obvious the explanation why such an approach isn’t just unethical but may seriously damage what you are promoting like a well-intentioned, but badly thrown boomerang.
Writing (or hiring someone to put in writing) reviews in your own company blows your credibility. Not only is a business’ integrity at stake with potential and current customers, however the reason word of mouth works relies on trust. Gaming that system takes trust out of the equation and backfires.
Websites with ratings are publicly outing companies behind false reviews. With increasing pressure on business directories and online storefronts to weed out false reviews, many have taken a hard stance on offending businesses. Yelp, as an instance, will alert consumers publicly and flag your online business whether it is discovered to be generating false reviews. It’s more than likely not something you desire related to your small business listing online. Some will even go so far as suing culprits that create fraudulent reviews for damages .
Not just unethical, it’s always illegal. Legislators have become in at the action to forestall prevalent “astroturfing,” a term coined to explain generating false positive reviews of one’s own company. Last week, Manhattan State Attorney General Eric D. Schneiderman announced the belief of a yearlong investigation into false advertising and deceptive business practices that excited about companies writing or hiring others to write down false positive reviews. The investigation ended in a settlement with 19 companies, most of them small businesses, who agreed to pay a combined $350,000 and cease writing false positive reviews.
In this vacuum – between consumers looking to discover new enjoyable and reliable businesses, and businesses that like to grow their business by sharing positive experiences of current customers – a great number of review-focused matchmaking services have sprung up. Besides Yelp, there’s the well-known Angie’s List ; paid subscription based, it carefully vets and audits reviews from other regional customers. San Francisco based Thumbtack offers multiple referrals to local service providers; they’re vetted through a combined means of civil and criminal background checks, license verification and verified community reviews from actual customers. The most recent entrant is 0 iTrueReview 0 , which solicits immediate and verified customer reviews, requiring the purchasers to take action onsite using a tablet or smartphone provided by the business being reviewed.
Customer reviews are an emerging landscape with many great opportunities but in addition a number of pitfalls. Keep the following pointers in mind to play down the dangerous effect of negative reviews and maximize the advantage of positive ones when managing your corporation reputation online:
- Get to understand the terms and stipulations of key review sites. Knowing the terms and prerequisites of these review sites where most of your customers discuss your enterprise is essential to maintain you out of trouble when handling positive and negative reviews. Not just do they regularly inform you what, as a business, can (and can’t) do to legally and ethically enhance your positive reputation, they must also let you know the way you might properly address false negative reviews.
- Everyone gets criticized a few of the time. It’s impossible to delight all customers, at all times. If a website offers business a raffle to answer negative customer reviews, use that tool wisely. Stay factual, genuinely listen and take a look at to do what you may to show a negative experience right into a positive for the client. Most appreciate an acknowledgement in their complaint and a real apology for a foul experience. Not just does this provide you with a second chance to show a disgruntled customer right into a satisfied one (or no less than far from being a really vocal critic), it also shows potential customers reading the reviews the way you might treat them if something doesn’t go perfectly of their interactions with you.
- Ask for referrals and positive reviews. In case you consistently provide excellent service and ask your best customers to jot down honest reviews about your organization in some key forums that matter to you, the real positive reviews will easily outweigh any negative ones. Remember, however, that a majority of shoppers still don’t write reviews, positive or negative. Likewise, while some 83 percent of small business customers state they might gladly refer a corporation, under 30 percent actually accomplish that. With affordable tools like 1 Referlia 1 available, don’t hesitate to invite your current delighted customers to refer you directly, while making it hassle free to take action.
Managing your business’ online reputation in a moral, and now legal, manner is quite important. By being attentive to the guidelines and soliciting valid, positive reviews out of your customers, you shouldn’t have any issues and, when you provide a superb customer experience, your online reputation should shine.