Customers trust reviews above promotional material and nothing you can do will change this. Reviews are extremely important for your sales, over 75% of your customers will form an opinion of you based on browsing a set of reviews. Managing your online reputation is now a critical marketing activity, so arm yourself with some winning strategies.
1) Responding to reviews both positive and negative will show that you are looking at customer feedback and taking note. Customers want to know you care, what better way to show it than by responding positively to everyone that took the time to post a review. If a bad review is left without a response to it looks like you don’t care.
2) Get control of your own reviews, if your booking system sends out reviews you will quickly generate lots of reviews which you know are genuine. These are an asset and they will be the best way to counter or dilute bad reviews some of which may be beyond your control.
3) When you get your own reviews, a winning strategy is to send out a “thank you” to those great reviews asking if they would post it on Trip Advisor (give them the link). Making the most of great reviews is important.
4) Good: Have as high a rating as you can but remember very few properties will have a 100% score. Customers do not expect you to have perfect scores all the time and it may even look suspicious if you do. Accept you’ll have the odd bad review and be prepared to handle it.
5) Bad: It can be very personal and disheartening to see a bad review but the last thing you want to do is make it personal. No matter how untrue the review is respond in a constructive way and move on. We are not all perfect 100% of the time and before you know it the odd bad one will get buried in time.
6) Ugly: Never be tempted to reply in kind to an ugly review it only escalates and magnifies the negative side of the review. Customers know that ugly reviews are often more representative of the reviewer than of the service. It is critical to respond in a constructive way and keep the high ground. Take some time out to consider your response or ask someone else to help, it helps take out the personal element.
You never win by attacking a reviewer, it always makes you look worse.
Reviews need to be monitored and managed. They are a wonderful source of information on how your business is performing in the eyes of our customers. Don’t just “manage” your reviews use them to genuinely improve and develop your business to exceed your customer’s expectations.
Read more detail on our blog : http://en.freetobook.com/2012/03/managing-your-online-reputation/
(look out for next weeks bite sized winning strategy “How to win with laterooms and booking.com”)