By Jim Clanin
What comes to mind when you consider authentic customer reviews? Today, many savvy business leaders rely upon reviews for more than promotional purposes. This type of feedback offers a way for a marketing team to gather valuable business intelligence. It sometimes assists a firm in pinpointing perceived brand weaknesses rapidly. Maintaining an archive of customer reviews and follow-up communications offers an inexpensive way to learn how others see the company and its products.
Business Intelligence and Authentic Customer Reviews
Indeed, currently business intelligence represents a significant cost for many companies. Review management software experts attest to the vital importance of authentic customer reviews in helping shape and form the public’s perception of brands. By carefully studying statements left by customers on social media websites and product review forums, marketers sometimes gain a better-informed understanding of how clearly (or not) the firm has communicated the strengths of its product lines to consumers.
Partly for this reason, reputation management firms often discourage their clients from seeking to suppress negative or unfavorable reviews. In addition to incurring significant legal issues from a free speech standpoint, this type of behavior presents a company in an unrealistic light online. Most consumers realize no product ever pleases 100% of buyers. Firms that encourage the creation of authentic, honest reviews about their goods and services generate a higher degree of trust and goodwill from the public in most situations.
Harvesting Business Intelligence From Customer Reviews
Of course, businesses cannot presume every review posted online reflects an accurate, honest assessment of their firm. Sometimes online visitors abuse the review process by posting bogus reviews. Unprincipled competitors may seek to circulate disinformation about a company, for example. Yet even some negative reviews help alert responsive businesses to ways to improve their products or services. It may prove extremely helpful to follow up with negative reviews quickly to identify sources of customer dissatisfaction.
For example, hotel managers frequently visit online vacation forums in which travelers post reviews about hotels. A negative account from a dissatisfied guest may prompt a company to apologize and expand upon recent improvements. A manager may even send a private email requesting further feedback from the patron. This proactive approach sometimes converts a dissatisfied customer into a valuable source of useful business intelligence. The company may learn details about its operations that enable management to undertake constructive changes in the future. This response also goes far in enhancing a hotel’s reputation as a concerned, conscientious hospitality provider!
Welcome Reviews
Consider using authentic customer reviews to gain important feedback. Positive comments boost morale. Candid remarks, even negative ones, may lead to insights for improvement.
