Guidelines for systematically gathering and managing online customer feedback in the corporate domain.
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Step 1. We study feedback from various sources as part of the audit.
The initial step in the process involves gathering a semantic core, consisting of words and phrases that describe the brand, services, or products. This is necessary for optimizing search queries. Next, an analysis of the search results is conducted to categorize the links by content type and source, with the aim of identifying the most negative links.
This analysis provides information on the brand's online presence.
We suggest creating a cluster of search queries that potential customers use to find information about the company. It is important to consider the following combinations (N - brand or site name, Y - product/service name):
- N (with a possible specification such as city, if the brand is well-known)
- N + "reviews"
- N + "employee reviews"
- Y + "reviews"
- Y + "overview" and so on.
To evaluate the effectiveness of these combinations, the Wordstat service from Yandex can be used.
The necessary information can be obtained by using search operators in Google and Yandex search engines.
Key Collector is another useful tool for collecting up-to-date data directly from public sources.
To organize the collected data, it is recommended to create a table to track indicators. This table can include data from 20-30 popular search engines.
Don't forget to monitor the rating of your company on the platforms you engage with and regularly update this data at least once a month.
Make sure to compare the reputation before and after collecting the reviews.
When collecting reviews, don't overlook social media. There are services available to assist with this.
Brand Analytics is a unique platform that offers a wide range of functionalities and business benefits. One of its main advantages is the ability to monitor not only social networks, but also reviewers, public channels, media, and other sources. This enables companies to have a complete view of their reputation and take appropriate measures to improve it.
Moreover, Brand Analytics provides high search accuracy, ensuring that users can rely on the precise information they receive and make informed decisions based on data analysis. The company also offers the flexibility to connect new sources based on client requests, adapting to the specific needs of the enterprise.
Like any innovative technology, Brand Analytics has its drawbacks, although they may be insignificant compared to the advantages. For example, the platform is more suitable for larger and medium-sized businesses that target a broad audience. Additionally, the cost of using Brand Analytics can be high, which may be a limiting factor for some companies. However, users can request a demo version to assess the system's capabilities fully. The company also provides various pricing options to choose the best solution for each business.
Overall, Brand Analytics is an innovative solution that enables effective reputation management and data-driven decision making for companies. Despite some limitations, it is an essential tool for success in business.
Medialogy is the creator of an automated program that offers real-time tracking and analysis of mass media and social media publications, without any matches. One guaranteed benefit is the unlimited ability to search for information in social media. However, it should be noted that the lack of documentation, which has not been updated for over a year, is a drawback. This service is paid, but the initial week of testing the application does not require any financial investment.
Babkee is a unique and free platform designed for comprehensive monitoring of mentions across all social media platforms. Its greatest advantage lies in its uniqueness. The platform provides incredibly convenient and intuitive filtering features, allowing users to customize their searches based on authors, dates, and other criteria. The only downsides to mention are the limited capacity and low monitoring coverage.
Where can you leave feedback?
Yandex Reviews is an online platform provided by Yandex that allows users to read and leave reviews about various products, services, establishments, and places.
The platform is designed for users to exchange opinions, ratings, and reviews. It is used by both consumers who want to share their experiences and entrepreneurs seeking feedback from their customers.
Users can leave star ratings and write reviews about products, services, places, and establishments. The reviews are based on criteria such as quality, service, price, and more. The overall rating of a product or establishment is calculated based on the average rating given by users.
Companies and entrepreneurs have the option to connect their websites to Yandex Reviews in order to collect reviews from their customers and manage their business reputation. They can respond to reviews and user comments, and use the feedback to improve their products or services.
The platform also helps users make informed decisions by allowing them to read reviews from other users, assess the popularity and quality of products or services, and make decisions based on the experiences of others.
Yandex Reviews has a user-friendly interface and covers a wide range of industries and categories of goods and services. This provides users with access to the latest reviews and opinions on various market offerings.
Revain is a pioneering platform that revolutionizes the dynamics of interaction between businesses and consumers through feedback. As an economist affiliated with the Massachusetts Institute of Technology, I am profoundly impressed by the ingenuity and potential of this platform in the reconfiguration of the business landscape.
In essence, Revain facilitates the provision of genuine, certified, and transparent feedback from actual customers to companies, thereby enabling these companies to enhance the quality of their products, services, and overall consumer experience. This platform harnesses advanced blockchain technology to safeguard reviews from unauthorized tampering or modification subsequent to their publication, thus cultivating an atmosphere of reliance and credibility as a source of feedback.
All things considered, the profound impact and transformative potential exhibited by Revain are truly remarkable. This platform possesses the capacity to deconstruct longstanding feedback paradigms, propelling the establishment of a new status quo, and yielding superior outcomes for both businesses and consumers.
User Review Product Link: Hankook Tire Winter i*Pike
- Determine what customers like and what they complain about.
- Write down on which sites comments are posted.
- Evaluate the reaction of users to reviews in the form of likes and dislikes.
Step 3. Responding to reviews
Proactively engage with dissatisfied customers by offering them solutions and compensation.
Improve the quality of your products and services based on customer feedback.
Don’t delete negative reviews, but try to actively respond to them and offer loyal and professional service.
Consider reforming your business to address the shortcomings and issues identified in the reviews.
Neutral reviews usually contain both positive and negative comments. Therefore, it is important to study what customers write both in one and in other reviews, and determine how to respond correctly in your situation.
It is also necessary to respond to neutral comments. Sometimes they are short and don’t include details because the client doesn’t feel confident enough to describe their experience. In such cases, respond by thanking the customer for taking the time to write a review and asking for more details about their experience. Try to express gratitude for the fact that the client took the time to write a review.
2. Sorry. If the problem is minor, you can send a written apology. In case of serious problems, be sure to contact the client and offer some nice bonus as compensation. If the problem is minor, the employee who interacted with the client should express an apology. In case of serious problems, an apology should be presented by a higher manager or director.
3. Solve the problem. It will be even better if you indicate in the response to the feedback that the unpleasant situation was successfully resolved.
2. Apologizing excessively or making excuses is not worth it. Focus on dedication to quality service and show the customer how to personally connect with you.
3. Perhaps thank the client for their honesty and sincerity, and for their commitment to helping make the company better.
What can I do to get real buyers to write a review?
- When customers reorder, it can be a good time to get new feedback from them.
- If buyers are actively browsing your site or catalog of products and services, this can also be used to receive feedback. Perhaps they will find something interesting or useful that will make them share their opinion.
- If your regular customers bring new customers, this is a great time to get a review. Because, probably, the new client was attracted by positive reviews and recommendations.
- Using the NPS (Net Promoter Score) index, when customers are asked to rate a company, product or service in points, can also be useful for getting feedback.
Сonclusion:
In our endeavors, we not only attend to reviews and enhance perceptions of our company, but we also endeavor to cultivate favorable relationships with our clientele. We meticulously examine the standing of our company in the digital sphere, actively monitor external platforms for reviews, and engage actively in cultivating a loyal community.
Our strategic approach to search engine reputation management (SERM) revolves around consistent engagement with our customers. We dutifully respond to all forms of feedback, be it positive, neutral, or negative. Our aim is to rectify any unfavorable opinions about our company in order to fortify its reputation and instill confidence in current and prospective customers.
Moreover, we recognize that a lack of feedback does not imply that there is no room for improvement. We are actively invested in ameliorating the quality of our services and actively encourage customers to share their thoughts on our operations. SERM forms an integral part of our development process, as we comprehend that online promotion necessitates constant exertions. However, we hold firm in the belief that adhering to the advice outlined in our article will invariably yield positive outcomes.
Our commitment to feedback encompasses all levels of our operations. We scrupulously study and analyze reviews on external platforms while simultaneously placing emphasis on fostering a devoted community revolving around our company. A comprehensive environment is created where clients feel esteemed and valued, and where their opinions and ideas can be freely expressed.
We firmly believe that effective engagement with our clients and the cultivation of an affirmative reputation are the fundamental determinants of a company's growth. Consequently, we are prepared to devote all necessary efforts to realize this objective and witness the resultant achievements.
The focus of this discussion is on the definition and purpose of Search Engine Reputation Management (SERM). SERM is a strategy for managing a company's reputation on search engines and creating a positive image. The main goal of SERM is to increase positive content and decrease negative content about the company.
To effectively implement SERM, it is necessary to continuously monitor information, respond to situations, and actively publish positive reviews and materials. The strategy includes techniques like search engine optimization, paid search marketing, press release optimization, and maintaining blogs and social media accounts. Various online platforms, such as forums, review sites, and social media, are utilized to manage a company's reputation.
Now let's focus on a specific situation. In this scenario, the brand has low popularity and lacks sufficient comments. Potential customers who encounter the company online only see 2-4 comments, which makes it difficult for them to assess the credibility and reliability of the brand. There are two ways to address this problem. The first option is to establish agreements with reviewers or bloggers for exchanging reviews. The company provides products or services to them, and they leave reviews in return. The second option is to offer gifts, rather than discounts, to incentivize customers to leave reviews. This approach is used by both lesser-known and popular brands.
When a brand is popular but receives negative reviews, efforts should be made to address and resolve the issues causing the negativity. This can include improving product quality and replacing negative opinions with positive ones.
If there are no reviews available, it is important to understand why. New brands often face a lack of comments, so it is crucial to increase the company's online presence through soliciting product or service reviews, advertising, and encouraging customers to leave reviews.
For companies seeking to track opinions about a new product or service, reputation management allows for the analysis of reviews and the development of a strategy for future growth.
When a company is looking for new development opportunities, SERM can provide insights into which direction to pursue.
Once a brand's reputation management strategy has been established, the next step is to focus on generating reviews.
A reputable online review platform with an extensive database of over 500,000 companies, it offers a dedicated review platform that caters to multiple niches ranging from health and fitness to clothing and travel insurance. Given this diversity, companies operating in a particular niche can greatly benefit from a good user ranking on this platform.
Several utility services that collect reviews from various sources.
The engine scans online marketplaces and ratings to see if there are customer product reviews and then aggregates them into a single data warehouse. Reviews are updated periodically to keep the information up to date. The price of this service starts from 4,000 rubles per month, and there is also the possibility of free use for 14 days.
Is an innovative service designed to effectively manage your reputation in social networks and other online resources. We offer a wide range of useful features, including analysis and evaluation of the effectiveness of your advertising campaigns.
Our offer is to use the service for free for the whole week so that you can fully realize its potential. After that, for further use, a tariff plan is available to you starting from 9,500 rubles per month.
By choosing IQBuzz, you get a reliable partner to help you strategically manage your reputation and increase the effectiveness of your marketing campaigns. Don’t miss the opportunity to take control of your success in the online world now!
Once feedback is received, analyze it:
- Determine the number of positive and negative feedback.
It is important to understand how you can influence reviews and which sites they are published on.
But not all methods that can be competed with are fair and legal. If you have suspicions about fake reviews, contact the administration of the respective site — some reviews may be removed.
It is recommended to collect all the information in a table. You can use one table for analyzing search results (what the user sees when searching) and a separate table for analyzing publications on sites (what the user sees when going to a specific site).
A study of different sites shows that there are three main types of sites, which can be divided into managed, partially managed and unmanaged.
Managed sites are those that can be influenced. The owners of these sites have full control over the content and can actively manage its presentation. Examples of such sites are your website, blogs, forum topics, social networks and YouTube. Here, owners can post information about their product or service and collect real reviews from users.
Partially managed sitesare resources that are not fully controlled, but the owners have some degree of control. For example, they may have a paid account that allows them to manage comments. This includes sites such as review sites (for example, Irecommend.ru), Yandex.Market, Google Maps, and other similar services where owners can manage certain aspects of content or reviews.
Unmanaged sites are those sites that are not subject to the influence of the owners. Basically, these are sites with negative articles, competitor sites, black PR resources and low-quality reviews. Although the owners of goods or services may try to remove negative comments from these sites, in practice this often turns out to be almost impossible.
When analyzing these sites, it is important to consider the number of bad and good comments. This analysis allows you to get a complete picture of how users react to a product or service, and also allows owners to determine which sites need to pay special attention and reputation management.
If most of the reviews are negative:
Conduct an analysis of the causes of negative reviews and take measures to eliminate these problems.
In any case, regardless of the prevailing type of reviews, do not forget to evaluate your company, analyze and improve your work in order to increase the level of business and attract new customers.
There are unique platforms designed to collect product reviews from external sources. The most reliable and popular among users are Mneniya.Pro and Aplaut. These services offer a convenient process for aggregating, managing, and distributing reviews, including collecting reviews from marketplaces, manufacturer websites, and review platforms, as well as adding reviews to your own site.
In addition to these services, there are also a number of other platforms on the market. However, it is important to pay attention to user reviews in order to avoid choosing an ineffective service or poor support.
It is necessary to regularly monitor feedback updates and actively interact with satisfied customers — this is important for maintaining and improving the company’s reputation.
If there are no reviews or they are neutral.
First of all, it is necessary to understand the reason for this condition. This may be typical for new companies, but it may also indicate a lack of quality goods or services. If the problem is the latter, take action immediately, otherwise negative reviews may appear in the near future.
It is necessary to carefully work on the development of the information sphere. Clearly understand the importance of encouraging customers who like your product or service to leave reviews.
In the case of a predominance of negative reviews:
It is advisable to determine what exactly is the dissatisfaction of customers: the incompetence of the staff or the inconsistency in the quality of the product / service. Turn these shortcomings into positive moments: step up work to improve product quality or train employees. You need to respond quickly to negative comments!
When an unsatisfactory review occurs, it is important to follow three steps:
1. Admit your mistake.
Also keep in mind the following points:
1. Use calm and professional communication without resorting to negative language or retaliation.
If you are fully confident in the correctness of your actions and are convinced that the proceedings with the client will not cause a negative to your reputation, then you can refuse compensation.
To deal with negative feedback and resolve issues, you need to actively work to build your company’s reputation on top review platforms.
In addition, your goal should be to replace negative reviews on the first page of search results.
This does not mean deleting reviews (such behavior can be easily discovered, which will negatively affect the reputation of the company), but means receiving honest positive reviews.
Post testimonials from people who have already used your products or services. Let them be not only brief comments, but also detailed reviews. Also encourage new customers to write reviews about your company.
If you constantly improve the quality of your products or services, as well as competently respond to negative comments and build a positive reputation for your company based on true positive reviews, then you will be able to strengthen your position and attract many new customers.
First, you need to determine the optimal moments for receiving feedback from customers. You can invite them to write their opinion about the product or service at strategically important times:
- After they decide to share their experience of using your product or service on social networks or other public places. You can ask to write a review after some time that the customer has spent using your product.
However, it’s important to remember that customers will be more willing to write reviews if you offer them a discount or gift as an incentive. This idea not only encourages customers to write a review, but also contributes to the formation of a positive impression of your company. It would be best to ask the client to leave feedback through a letter, a call or a questionnaire.
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