By Jim Clanin
Currently, businesses seeking useful online reviews from customers discover many places to share these accounts. The expansion of the Internet caused an explosion in information recently. Additionally, the interest of consumers in accessing data about goods and services helps fuel interest in the accounts of satisfied (and unsatisfied) customers.
Many complex issues surround the use of customer reviews by businesses. Companies need to exercise care they do not exploit or offend customers by employing reviews as marketing tools without authorization or permission. At the same time, numerous legitimate avenues exist enabling consumers to share their experiences about a myriad of brands. Today, some businesses have successfully harnessed the enthusiasm of delighted customers to help them market their products more effectively online.
An Illustration
For example, consider just a few of the thousands of review sites online today:
- Google Reviews
- Bing Reviews
- Yahoo Reviews
- Glassdoor Reviews
- Groupon Reviews
- Amazon Reviews
- Facebook Reviews
- Better Business Bureau Reviews
- Yelp Reviews
- Trip Advisor Reviews
- Manta Reviews
When customers leave favorable reviews about their experiences with a company in these locations, they potentially influence a wide audience. Companies that help monitor reputation management software reviews appreciate the immense power of Internet posts in impacting the images of businesses today.
Marketing in The Information Age
Today, some sources have envisioned an idyllic “Trust Economy” in which reviews reflect only authentic information relayed by truthful individuals. Unfortunately, very limited resources exist for obtaining verification under this paradigm. The Internet serves aglobal audience. Regulators (official or Internet-based) cannot access every location to confirm everyone abides by the same rules.
Yet businesses may make diligent efforts to ensure they police their own marketing and review collection policies to serve their customers as honestly, effectively, and efficiently as possible. Abusing the rules established by review sites holds risks; if sites discover a poster mistreating the process, they may refuse to accept reviews submitted on behalf of a business, for example. Additionally, seeking to censor or manipulate reviews holds serious legal and regulatory implications for businesses operating in the USA and other developed nations. Most marketing experts recommend adhering to a high standard of ethics in business. These considerations also apply to requesting and responding to customer reviews.
Online Reviews: A Powerful Tool
The availability of numerous review sites holds value for businesses. By encouraging customers to leave reviews, companies enjoy a great opportunity to publicize their goods and services to a potentially vast worldwide audience. They benefit from a modern version of word-of-mouth advertising!
