In the age of digitalisation and social media, opinions about a company can determine the success or failure of a brand. For PR and marketing professionals, managing reviews has become a key element of image-building strategies. In this article, we will discuss how to effectively influence and manage company reviews and how to deal with negative reviews.
What will you learn from the text?
In the following article, we will focus on one of the key aspects of online branding - managing customer reviews. Reviews have a huge impact on brand perception, so being able to control them is extremely important in PR and marketing activities. You will learn why reviews are so important, how to effectively influence and manage reviews and how to deal with negative comments. We'll also discuss the most common mistakes companies make and how to build a well-thought-out feedback management strategy to improve your image and trust among customers.
Why are company reviews so important?
Company reviews play a key role in shaping brand image. In the age of ubiquitous internet access, users can access product, service or company reviews in seconds before making a purchasing decision. Positive reviews reinforce trust, increase conversions and build customer loyalty. Negative reviews, on the other hand, can quickly undermine a brand's image and drive down sales.
Reviews are also a form of recommendation marketing - according to research, most consumers trust online reviews almost as much as personal recommendations. This means that every review can directly influence the purchasing decisions of other customers.
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How do you influence company opinions?
In the context of PR and marketing, influencing company opinions does not mean manipulating them, but rather creating a strategy that motivates customers to share positive experiences. Key activities include:
Building positive customer relations
The best way to get positive reviews is to provide an exceptional product or service and great customer service. The happier the customer, the more likely they are to share their positive feedback online. It is crucial to take care of every aspect of customer interaction - from the moment of purchase, to after-sales support, to communication on social media.
Encouraging reviews
Not every customer will automatically share a review of a product or service, so it is important to actively encourage reviews. This can be done through post-transaction emails, loyalty programmes or competitions. It is also a good idea to include links to review sites in marketing communications and on your website.
Use of social media
Social media is a great tool for building brand image and influencing customer feedback. Regular interaction with users, responding to their questions and comments and publishing valuable content can increase customer engagement and satisfaction, which will translate into positive reviews.
How to effectively manage company feedback?
Company reviews are a powerful tool, but only if they are managed properly. It is essential to constantly monitor what customers are saying about the brand and respond to reviews - both positive and negative.
Monitoring of reviews and opinions
The basis of review management is regular monitoring of reviews, both on social media and on specialised review platforms (e.g. Google Reviews, TripAdvisor, Ceneo). This can be done manually, but if there are a large number of reviews, internet monitoring tools such as Brand24, SentiOne or Google Alerts work better. These make it possible to react quickly to emerging reviews and prevent the escalation of negative comments.
Responding to feedback
Every review - whether positive or negative - deserves a response. Responding to positive reviews shows customers that the company values their time and feedback. It is important to thank them for their kind words and invite them to continue working with you.
When dealing with negative feedback, a quick and professional approach is key. Instead of reacting emotionally, it is worth thanking for the feedback, apologising for any inconvenience and offering a concrete solution to the problem. An appropriate response can not only minimise the impact of the negative feedback, but can even contribute to improving the company's image.
How to deal with negative feedback?
Negative reviews are inevitable, but their appearance does not have to mean an image crisis. The key to success is to manage them properly.
Understanding the cause of the problem
The first step in dealing with negative feedback is to understand what exactly went wrong. Often the problem may be due to a misunderstanding or a one-off mistake. It is important to analyse the situation carefully and identify what action can be taken to avoid similar situations in the future.
Repairing customer relations
Negative feedback is an opportunity to repair the customer relationship. Often offering compensation, a discount or simply an apology is enough to neutralise negative emotions. Customers who feel that a company cares about their needs and responds quickly to problems may change their opinion to a positive one.
Avoiding the removal of negative feedback
While the temptation to remove a negative review may be great, it is better to avoid doing so. Deleting a review can be negatively perceived by customers and be counterproductive. Instead, it is better to respond to the review and show that the company is ready for dialogue and problem solving.
What are the most common mistakes in feedback management?
Effective feedback management requires avoiding a few common mistakes that can negatively impact a company's image.
Ignoring negative feedback
One of the most serious mistakes is to ignore negative reviews. Failure to respond to problems reported by customers can discourage them from continuing to do business with the company, as well as discouraging potential customers.
No response to positive feedback
While negative reviews often require more urgent attention, positive reviews should not be overlooked. Thanking a customer for a positive review builds loyalty and encourages others to give reviews.
Reacting too emotionally
Reacting too emotionally to negative feedback can damage a company's image. Even in the case of unjustified criticism, it is important to remain calm and respond in a professional manner.
How do you build a feedback management strategy for your business?
Effective feedback management requires a well thought-out strategy that includes several key elements.
The first step in building a strategy is to regularly analyse customer feedback. This allows you to identify recurring problems and monitor trends in the perception of your company.
Secondly, the quality of customer service. These have a direct impact on what kind of feedback a company receives. Attention to professional and prompt service, as well as regular staff training, can significantly improve brand perception.
And finally - the company should be proactive in communicating with customers. Not only by responding to reviews, but also by collecting feedback and opinions on a regular basis. Surveys, emails asking for product evaluations or satisfaction surveys are good ways to gather information from customers