You might be wondering, do customer opinions or online reviews really matter? Does the rating, frequency, and “freshness” of online reviews matter? Yes, to all of the above. Your clients should be aware of their online reputation and continually look for ways to strengthen their review ratings on various websites.
Why your business needs to stop removing reviews
1) People can tell your business is filtering the reviews.
68% of consumers trust reviews more when they see both good and bad scores (Econsultancy, 2012). Customers are more review savvy and can spot when things look too good to be true. 95% of consumers suspect censorship or faked reviews when they don’t see bad scores (Reevoo, 2015).
In the table below, U.S. Ranking, % U.S. Traffic and Average Monthly U.S. Traffic (unique visitors) data are sourced from Alexa. Businesses should strive to get business reviews on business review websites that are going concerns, review sites that people know about (and go to) and that are relatively friction-less (sites consumers have log ins or can go in easy to leave a review).
A business’s reputation used to be what they said about themselves in their advertising and the reach their customers had via word of mouth. Now, consumers are pushing out a company’s reputation and image collectively by providing real-time feedback online through review sites, social media, forums, and other channels. Basically, if it is an online source and a consumer can say something about a business on it, then it is a channel where your business’s reputation should be managed.
The importance of responding to customers online could not be more prevalent as reviews continue to grow more than ever before. Aside from the fact that reviews from customers help others decide whether they should visit a business or not, reviews are now more prevalent on search results pages—meaning a lot of eyes can see what is being said about your company online.
Have you ever been at a party and caught a person or a group glancing at you while whispering covertly?
What’s up with that? Is your fly open? Does someone have a crush on you? Does someone want to throw a drink in your face?
You’d want to know, wouldn’t you?
Believe it or not, the same premise applies to negative review response as it does to positive reviews. How you respond to a negative review impacts not only the reviewer, but all the sets of eyes that come afterward. Seeing a business handle a particularly challenging review online suggests that management is proud of their business, and willing to go the extra mile to maintain their reputation!
Make potential clients see the light with these four steps: apologize, promote, get offline, keep it simple.