A positive review can increase your sales; a negative comment can make them plummet. Are you fully aware of the growing importance of users’ opinions for your brand image? Arantxa Aguilera, Senior Account Manager in Canela Madrid, tells us here how to manage them professionally.
The recent prosecution of a company that sold false opinions on travel portals in Italy is an example of the great relevance that user ratings have gained for businesses with online presence. 86% of consumers check online opinions before buying a product and 66% consider them almost as reliable as those of family and friends. In addition, Google takes into account the opinions when positioning a website or online store.
The comments of other users provide confidence to consumers and a valuable information on the use and suitability of the product. In fact, many online stores have already begun to incorporate user reviews into their product listings, following the example of Amazon. These opinions have a credibility that neither advertising nor marketing can match. This is why it is essential to integrate the management of the opinions of users within the brand image strategy of your company. In fact, this aspect should be part of a real time public relations policy.
Should you answer users’s feedback?
First of all, it is necessary to know what do users publish about your company, product or service. These opinions can appear in marketplaces such as Amazon and Rakuten; on review sites like Trustpilot or Google My Business; in specialized portals such as Trivago or Toprural; and on your own website or social networks. An online reputation management tool can help you know what is being said about your brand on the Internet.
Fakespot is a useful tool that lets you know if a review is fake
Although many companies are still censoring or ignoring their users’ opinions, especially negative ones, responding to comments and reviews is a much smarter strategy. This shows that you care about what happened and try to provide a solution.
Even though your answer will probably not change the negative perception about your brand, product or service that the user who has written the review has, it can serve to influence the purchase decision of other consumers who read the valuation and your answer.
Finally, monitoring the opinions of users means you can verify if they answer has been effective or not, if it is necessary to expand or refine it, or if it must be approached it in a different way next time. In this sense, for the task of detection, response and monitoring of user opinions, it is important to have a profile between a community manager and a customer service specialist, which will please the client and preserve the reputation of your brand.
How to answer the users
As you have seen before, in order to answer the feedback of the users it is necessary to think at the same time about the person who has written the review and about the future users that can read your answer. In this sense, following these basic recommendations will be very useful:
- Answer quickly, the same day you detect the opinion.
- Do not use templates: try to customize each response.
- Choose a close but formal tone, with easy-to-understand language.
- Show empathy instead of questioning or denying the user’s opinion.
Be always polite even if the user is aggressive or insulting.
- Translate the discussion to a closed forum such as e-mail or private messages.
- Be careful not to reveal or request personal information in public forums.
- Propose a solution that can be satisfactory for both parts.
- Do not try to censor negative opinions.
- Claim the page in the case of false opinions, they have filters to eliminate
- Appeal to the courts through extortion, fraud, fake news, etc.
Finally, it is common to find positive and negative opinions of your brand online. A company that everyone says is wonderful would be a bit suspicious. You can’st avoid criticisms about your business on the Internet, but can manage them correctly, so that they are resolved instead of damaging.