The online landscape has changed the way most businesses build their brand, attract new customers and maintain the loyalty of their existing customers. According to Dimensional Research “90% of customers say buying decisions are influenced by online reviews”. Consider this “80% of consumers will choose a 4 star business, but only 14% will choose a 3 star business” (Pepperdine School of Business). Online reviews are playing a greater importance in your company being found and chosen. Said another way; no reviews, bad reviews or old reviews is putting your business at risk of not being found or chosen.
Are you measuring your customer’s experience? Asking for feedback and requesting online reviews is a powerful tool. Your customer’s experience provides great insight into how your business is performing. Customer feedback gives you the ability to address issues and the opportunity to win back unhappy customers. Taking control will strengthen your brand, customer loyalty and company image.
Too often clients tell us they are spending thousands on advertising and do not understand why their conversion rates are so low. The most beautiful print, digital advertising campaign or website will not change what your potential customers find when they search you online. They might find your competitor has glowing reviews and choose to call them instead. Think of managing your online reviews as insurance for your advertising dollars.
Ask yourself the following questions:
- Have you claimed your online review profiles?
- Do you know the online reviews sites where you have reviews?
- Is someone monitoring and managing those review sites?
- Does your business have a plan to handle negative reviews?
- Do you respond to negative reviews and online issues?
- Having a plan in place to handle customer issues, negative reviews and online attacks is key to the future success of your business.
Taking ownership of your review profiles, monitoring the sites that matter most to your business and building positive online reviews will strengthen your SEO, improve your online image and attract new customers.
Gone are the days of feeling too small or powerless to control your online reputation. Take control of your customer surveys and online reviews today.
Krystal F. Burroughs
Krystal is the Director of Client Happiness with Review Driver.