Social media and online review platforms have become a mecca for potential customers seeking accurate info about brands and the quality of their customer service.
The internet is home to a whole host of information, available at consumers’ fingertips. A simple Google search titled “BRAND NAME + reviews”, can unearth a plethora of content, including the good, the bad, and the ugly. This array of results is the defining point where a curious browser either becomes a loyal customer or a ‘put-off purchaser’ who will inevitably take their business elsewhere.
An ongoing concern for brands and businesses is third-party review websites such as Trustpilot, HomeAdvisor, Feefo, and Yelp. The bread and butter of these organisations are the revenues they generate from selling packages to companies, allowing them to take full advantage of their review management services. Arguably, businesses find themselves at the mercy of these sites, as a few negative reviews or missed customer queries can accumulate to hundreds of missed website conversion opportunities, and a decline in customer loyalty.
The facts and figures are there…
Statistics show that the percentage of consumers who read online reviews for local businesses went up from 81 per cent in 2019 to 87 per cent in 2020, and on the whole, 93% of customers are now using reviews to assess the quality of local businesses (Source: BrightLocal). 72% of customers allegedly take no action until they’ve read reviews of a product or service (Source: Testimonial Engine). These statistics are indicative of the huge incline in consumer online engagement, therefore, it is simply not enough to leave these matters in the hands of your customer service department, but to treat reviews management as a separate entity, requiring a team with an arsenal of online expertise.
At LegUP we understand the potential to be had from executing thorough review management strategies and knowing the value in effective public perception management. We make it our mission to stay involved in the online conversation being had about your brand and can use these third-party review sites as valuable marketing tools that increase turnover.
Ultimately, protecting your business is our business. Our tried and tested methods provide a deep analysis of the status of your brand, allowing us to generate effective consumer response procedures that boost your brands’ reputation.
Recruiting LegUP’s expertise will act as a supportive cushioning that decreases the likelihood of a company being subject to negative reviews. However, if a disgruntled consumer does take to the online stage to voice a less savoury opinion, LegUP also possesses the tools to deal with this professionally and effectively, with the well-being of your customers and business in mind.
Shared experiences
Credible reviews rely on satisfied consumers sharing their experiences. To influence customers to write reviews, it is essential to first analyse in depth why a consumer would take the time to provide their two cents on their experience with a product or service. Of course, these reviews are often triggered by exceptionally positive or negative experiences, especially when provided by a new product or service. However, to sustain this cycle of customer involvement, the company must take an active role in engaging with reviews and make an effort to implement the customer’s experience into their future operations. Failure to do so could send a customer over to a third-party review site, where what may be posted is further outside the company’s control and may hinder the brands’ online reputation.
LegUP has the tools to drive and maintain this customer feedback cycle. With a combination of outreach strategies and response management procedures, LegUP is equipped to not only handle your current status within the review world but broaden the scope of your review streams and influence a much larger engagement.
Negative reviews cause 94 per cent of consumers to avoid a business
Even one negative review can cost your business a customer, so imagine if a company allows this to escalate to 10, 30, or even 100 more, the impacts can be bank-breaking and, in some cases, irreparable. Understandably, responding to negative customer feedback can be daunting, but it is a task that must not be neglected and be handled with professionalism and care.
The bottom line is that ORM with extra attention paid to review management is crucial to your bottom line. If a consumer takes the time to give your brand a virtual and visible thumb up, not only have you gained a loyal customer but instigated the chain of events that will allow you to attract many more, who are ready to go from review reader, to clicking customer, ready to select that ‘Buy Now’ button. What more could a company ask for?
If you’re ready to start converting your reviews into revenue, contact LegUP today on 020812 33133 or email us at info@leg-up.uk and let’s start building your reputation together.
Sebastian Paradis