REVIEW MANAGEMENT

Today’s consumers are naturally skeptical of businesses. They realize that the message on a business’ website is intended to sell a product or service and of course will only mention the positive aspects of those products and services. That is why customers put so much stock in online reviews. An online review is like a conversation with a friend where they describe why a service or product did or didn’t meet their expectations. Online reviews form the foundation of a company’s digital reputation and can have a direct impact on the company’s bottom line.

The Power of Quality, Positive Reviews

Positive reviews are of course good for a business, but some are better than others. Consider these two reviews:

“Good service, good food.”

“The pan fried Walleye was excellent! Our server Tiffany was super friendly and helpful. She didn’t mind accommodating my special request (allergy related) at all. We’ll definitely be back – will try the Surf and Turf next time.”

The first review is generic and rather bland. Yes, it is positive, but it doesn’t give the reader a solid idea of what to expect from that restaurant. The second review is more detailed. It discusses specific menu items, mentions the name of a staff member, and compliments the customer service. On top of that it also implies that the restaurant is allergy-friendly. Those things are all important for a customer who is searching for a good place to have a meal. Those details also set that restaurant apart from its competitors. Detailed reviews also tend to include important keywords relevant to that business. This helps the business rank higher in Google search results. These keywords help businesses get included in the “map pack” of business listings connected to the Google map.

Detailed, Negative Reviews can  be Helpful

While negative reviews can be hard to swallow for any business owner, they should not be ignored. Businesses should offer a professional reply to as many negative reviews as possible and should also scour the detailed negative reviews for helpful, constructive feedback. Consider these two reviews:

“The service was terrible. Will never eat there again.”

“The restaurant messed up my reservation. I had to take my family somewhere else for dinner.”

The first review isn’t very detailed nor is it helpful. The second review mentions details about the problem which allows the business to take steps to fix it.