Provide customer service.
In addition to managing social networks, managing reviews of your company published on the Web allows you to answer users' questions and ensure that they are well served.
Respond to reviews to show you’re listening. It’s easier than ever to comment and give your opinion online about a product or service. Did you know that 80% of 18-34 year olds have already written an online review? Whether the review is positive or negative, it’s imperative to respond to it as soon as possible. The worst behavior a brand can do is ignore comments.
And if there is a problem, what to do?
As your company gains popularity, the risk of polarizing opinions increases. Some people will like you more and more, and perhaps even become online brand ambassadors, while others will not hesitate to criticize you. Managing customer reviews allows you to see the big picture and participate intelligently, with full knowledge of the facts, in the discussion when it is appropriate and constructive. The goal is to defuse the situation quickly and redirect communication to the right person, if necessary.
Respond quickly: the key to success. No time to waste. Yes, people have expectations. Typically, they expect a response within 24 hours, sometimes less. Plus, 89% of consumers read business responses to reviews. Show that your business is listening and that it cares about customer satisfaction.
Did you know that?
When a customer expresses dissatisfaction online, ignoring the comment is not the solution. Instead, you should try to turn the situation around. In the case where a company responded to a negative comment, 46% of consumers said they were satisfied with the response, and 22% even posted a positive comment about the organization afterwards!
Why do you need it?
Having a good online reputation is necessary for the growth loan database of your business. A study was recently conducted by the Edelman agency on the relationship between consumers and brands. Here are the results:
→ Build and maintain trust. 81% of consumers said that trust in a company was a major factor when making a purchase. Building trust takes time, and to maintain it, it’s important to keep an eye on what’s being said about your brand at all times. Neglecting this connection between you and consumers will put your marketing communications at risk.
→ Asserting your values and beliefs. More than 70% of consumers consider factors such as an organization’s values, reputation and environmental footprint before purchasing a product or service. In total, 64% of consumers say their beliefs influence their purchases ( Belief-Driven Buyers ), a proportion that has jumped 13 percentage points in one year. In other words, the trend is toward alignment between purchases and consumer beliefs.
→ Avoid (or manage) a crisis.
Managing reviews and preparing for a possible crisis is crucial for a business. With proper preparation (using a pre-established protocol), you can avoid panic and orchestrate an adequate response in the event of a situation that could potentially harm your image.
Stars matter!
→ 57% of consumers do business with a company if it has 4 stars or more.
→ An additional star on Yelp results in a 5% to 9% increase in revenue, according to a Harvard Business School study.
→ Only 13% of consumers consider businesses that have only one or two stars.
Social Media and Customer Review Management: The Winning Recipe
Planning
Well-defined tone and style
Consistency of message across platforms
Answers to questions + expectations
Quality above all
How does it work?
Determine the state of affairs. Once access to the accounts is obtained, we look at everything that has been said online about the company.
Create an official account on platforms where the business is not present. If a place has already been created, which may be the case if a customer left a review when there was no official account, the place in question is claimed.
Reclaiming the company name online. We clean up by ensuring, among other things, that the nomenclature of the company name and address is always the same to optimize SEO. Multiplatform consistency promotes detection by search engines. We also respond to previous reviews to start again strong.
Update the company profile. We update the information and add the best images available so that the profile is a true reflection of the company.
Prepare an evolving FAQ. Based on the opinions already issued and the documentation available to customer service representatives, we develop a FAQ that will be improved over the course of the mandate. This document will also be used for social media management, if applicable. So we kill two birds with one stone!
The goal? To optimize all potential entry points, both in terms of information and visual aspect. No matter which door the user chooses to enter, they will find accurate and up-to-date information.
Five steps to take to optimize your profiles
Is the company name spelled correctly?
Is the address the same everywhere? Boulevard or boul., it's not the same thing
. Do the photos do the place justice?
If the business is a restaurant, is the menu up to date?
Are the opening hours displayed accurate?
Do daily monitoring. As when managing social networks, you become the voice of the company online and respond on its behalf. By referring to the FAQ, you manage incoming opinions, respond to comments and take note of those that can be constructive to pass them on to the right people internally. In collaboration with the team responsible for managing the company's social networks, you ensure consistency between the company's messages and communication channels.
