DOs and DON’Ts of Online Reputation Management (ORM)
Reviews now play a very important role in business. Potential customers often read reviews about a certain business to carefully select the best product/service available in the market. Since these reviews are usually based on users’ experience, potential customers do pay attention to them. Certainly, potential customers will be less likely to purchase products/services from companies with bad reputations. Furthermore, reviews are one of many factors that affect the ranking of Internet Yellow Pages (IYPs). In the same industry, a company with more good reviews tends to rank higher than companies with fewer reviews. Therefore, it is essential that business owners keep a close eye on their reputation. Here are a few ways to manage your reputation:
1. DO follow up with customers immediately after the sale/service.
That way, you have the chance of fixing any mistakes you made and redeem yourself before unsatisfied customers boycott you.
2. DO follow up with customers again.
Sometimes, faulty products are not detected at the point of sale or some services are not thoroughly done, the once happy customers could turn into not-so-happy customers. Follow up once within a few days after the sale/service and again after 2-3 weeks.
3. DO “welcome” complaints.
Customers, who usually do not participate in reviewing products/services, will start participating by leaving bad reviews if there are no signs of follow-up or apology. Creating a complaint form on your site will help prevent bad reviews from ever being made. Make sure that it is visible and easily accessible. Check the complaint form regularly and reply to ALL complaints. Let your customers know that their complaints are heard and that actions are being taken to improve your product/service and their experience.
4. DO make the leaving a review process as painless and as little time consuming as possible.
Create review cards with QR codes and URLs and give them to customers on their way out. Similarly, make review signs and display them around your store/office.
5. People have different opinions about responding to bad reviews. Some say yes, some say no. Public apology surely demonstrates good customer service. If you wish to respond:
DO explain why the situation happened. Emphasize that the situation was a mistake and that it does not happen on a regular basis. Offer unsatisfied customers to improve their experience. Correct any wrong information stated in bad reviews, if any. Lastly, include a link or two to good reviews in your rebuttal. Here is an example of a well-written rebuttal.
DON’T write angry rebuttals. Below is an example of one.
Don’t make excuses and turn yourself into a victim. Chances are the whole situation stems from a mere misunderstanding. Blaming customers for their bad experience will definitely not improve their experience. Remember that there is a possibility that potential customers will read your angry rebuttal, which will discourage them from your business.
DON’T include your business name in the rebuttal if those bad reviews are in sites like ripoffreport.com and scam.com. These sites rank well in general. The image below shows the results for a branded term.
As you can see, ripoffreport.com ranks the fifth in results. Keep in mind that the more you mention your business name in the rebuttal, the likelier these sites will get pushed higher. Instead, refer to yourself as “we” or “our business”.
6. DO remain calm and take it as a learning opportunity.
Some people may think, “They leave bad reviews and you expect me to be calm?” Yes. Taking it out on negative reviewers will only make things worse, not to mention, they may leave even more bad reviews. Instead, learn from them as a chance to improve your business and remember not to repeat the same mistakes. If you wish to leave rebuttals, I suggest that you think about it for a few days. Carefully phrase your rebuttal and use the tips provided above.
7. DO read your competitors’ bad reviews.
First, you will feel relieved to know that NOT only you have bad reviews. Second, you can learn from their mistakes!
8. DO fight those bad reviews.
Bad reviews do not mean that your reputation is completely ruined. Combat those negative reviews with even more positive reviews. It is not easy, but it can definitely be done.