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Tag: customer reviews

  • How to Lower the Risks to Your Brand Reputation (and Build an Image that Wins New Business) | Entrepreneur

    How to Lower the Risks to Your Brand Reputation (and Build an Image that Wins New Business) | Entrepreneur

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    Opinions expressed by Entrepreneur contributors are their own.

    There’s little doubt about what brand reputation means to your business and your bottom line. In fact, how people size up your image and, ultimately, connect with your brand, whether online or in-person, is more important than ever.

    It often takes years to build an image that engenders trust and cultivates customer loyalty. Yet, all the work you put into that effort can be shattered in a moment, many times due to unforeseen events, missteps or even things out of your control.

    As an entrepreneur or business owner, safeguarding your company’s reputation is critical for what happens tomorrow and next week and for long-term sustainability and success. And tackling reputational threats typically means taking a proactive approach, lowering the risks to your brand’s reputation through planning, careful strategy execution, deep research and understanding of your audience and market.

    Below, I walk you through a few practical strategies to protect and enhance your brand’s reputation while maintaining the razor-sharp competitive edge you need to stand out in our fast-paced (sometimes perilous) business environment.

    Related: The Relationship Between Reputation and Brand

    Make customer satisfaction your top priority

    Whether selling cars or delivering meals, customer satisfaction is always at the heart of a strong and compelling brand reputation. That may seem obvious, but in today’s online-driven, review-happy environment, customers have more power than ever to share their experiences and generate conversations (good or bad) about your company. Keeping those discussions on the positive side starts by prioritizing exceptional products and personalized services that strive to exceed customer expectations.

    Building a customer-first approach involves several factors, including actively seeking feedback and listening to customer concerns. It’s also centered on addressing issues promptly and apologetically and providing satisfactory resolutions. Remember: happy customers are more likely to become brand advocates on the web, spreading positive word-of-mouth and contributing to your brand’s positive reputation. Pursuing a top-notch customer experience model is one of the best ways to generate that praise and cultivate trust online.

    Related: 7 Powerful Ways to Improve Your Brand Reputation and Recognition

    Keep it transparent

    Transparency builds trust with those your business relies on to thrive. Taking a transparent approach means being open and honest with customers, employees, stakeholders and the public.

    If mistakes or crises happen, it’s generally best to acknowledge them and take responsibility (if needed) as quickly as possible. Concealing or downplaying problems can lead to PR nightmares that often do even more reputational damage down the road.

    Instead, aim for transparency whenever possessive, and leverage that approach as an opportunity to showcase your commitment to integrity and accountability.

    Monitor online presence and respond to feedback quickly

    In our hyper-digital age, your business reputation can be influenced, swayed or even destroyed by what’s said online. Monitoring your online presence, including social media, review sites and forums, is essential for knowing what’s being said about your brand on the web and staying ahead of negativity and optimizing your crisis mitigation strategy. Responding proactively to customer feedback, both positive and negative, is also a must. Engaging with customers online shows that you value their opinions and are dedicated to providing a positive experience.

    Create (and execute) a crisis communication plan

    No matter how well-prepared your team is, online crises can attack anytime. Having a crisis communication plan in place allows you to keep things in perspective and take control of the situation before it snowballs into a major brand disaster.

    An effective crisis plan provides the chance to identify potential risks and scenarios that could harm your brand’s reputation and develop a clear protocol for responding to problems. A well-executed crisis communication strategy allows you to mitigate the impact of an adverse event while preserving your credibility with customers.

    Foster a positive company culture

    Your business reputation extends beyond just your products and services; it includes your company culture and how employees perceive and connect with your brand. Cultivating a positive and inclusive work environment that values employee well-being and professional growth is critical to strengthening your image among those you depend on and earning positive, reputation-enhancing ratings on popular employee sites like Glassdoor.

    A satisfied and engaged workforce is more likely to advocate for your business and convey positive company sentiment that resonates with customers and the public.

    Engage in Corporate Social Responsibility (CSR)

    Incorporating CSR initiatives into your business strategy demonstrates your brand’s commitment to social and environmental causes. Engaging in meaningful CSR activities benefits society and strengthens your reputation as a responsible and compassionate organization. It also shows many stakeholders (customers, employees, etc.) that you share their values and have a sincere, proactive investment in building a safe and healthy community.

    Related: 5 Ways Leaders Can Make Their Teams Happier and Healthier Without Spending Much

    Taking action and lowering risks provides a big advantage online

    Your brand reputation is an intangible but invaluable asset that requires careful attention and protection. Cultivating a compelling brand means taking a proactive approach that includes prioritizing customer satisfaction, taking a transparent tack to communication, monitoring your online presence, implementing an effective crisis communication strategy, fostering a positive company culture and engaging in CSR initiatives that lower the risks to your brand’s reputation.

    Consistent effort, integrity and a customer-centric approach will help you build a resilient and positive brand reputation that stands the test of time and propels your business toward long-term success in today’s competitive landscape.

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    Adam Petrilli

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  • Why You Shouldn’t Stress About Bad Online Reviews

    Why You Shouldn’t Stress About Bad Online Reviews

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    Opinions expressed by Entrepreneur contributors are their own.

    In the last few years, consumers have become increasingly aware of their purchasing power, and that shift has led to a rise in online reviews. Online reviews are now an important part of the buying process for many customers. But do they affect your business? Especially if some of those reviews aren’t glowing? Here’s what you should know.

    As a business owner, you know that reviews are critical to your success. They help potential customers make decisions about whether or not doing business with you is worth their time and money. They can also help you understand what products and services your current customers need from you.

    Reviews allow consumers to share information about their experiences with other people, creating a space where customers can build relationships and trust between each other. The more positive reviews your business has received from past clients, the more confident potential new clients will be in working with you.

    But the thing is when it comes to reviews, who wrote them and what website they were written on matters, too.

    Related: How To Use Reviews to Grow Your Business

    Reviewers and their criteria

    There are three main types of reviewers: customers/users, organizations and experts. Customers are the most common type of reviewer; they’re people who have actually used a product or service and want to share their experience with others.

    A lot of people don’t realize that the companies that review products and services for profit are biased. They have to be: They’re businesses, and they need to make money. It makes sense that a company that pays to review your product or service will want you to buy theirs as well — and if you don’t, they’ll lose money, so they’ll try anything to get you to buy, like filtering out good reviews or giving you an unfair rating.

    There are also people who don’t use the product but still feel compelled to comment on it — and sometimes these reviews can be just as powerful as those that come from actual users.

    It’s also not always clear whether or not a reviewer has actually used a specific item for its intended purpose. If you’re looking at reviews in order to decide whether or not a particular product is right for your needs, then it’s important to read between the lines and look at what reviewers are saying beyond their initial impressions.

    Whether your business is doing well or not, you’ll certainly find bad reviews from all sorts of people and review sites. If you find yourself trying to redeem your product from what seemed to be an unfair judgment, here’s what you should do.

    How to respond to bad reviews

    When responding to negative reviews from customers who have had an unfortunate experience (whether it’s with your product or service), there are some things that should always be kept in mind:

    • Be polite and respectful at all times. Good manners go both ways; when responding politely and courteously to bad reviews, other potential customers will notice how professional your company is and take their chances on doing business with you instead of taking theirs elsewhere.

    • Respond quickly! If someone leaves feedback about an issue they had while using one of your products/services online through social media channels like Twitter or Facebook, then reach out immediately to not only resolve any issues but also to avoid having additional problems such as further complaints being made against you because others might think there isn’t any way for someone else experiencing similar issues get help from those responsible for creating said product/service.

    Related: 5 Ways to Embrace Online Reviews — Good or Bad — and Win New Customers

    Pay attention to online reviews, but don’t let them overpower your business

    While you should pay attention to online reviews and respond accordingly, don’t let them overwhelm you or dictate how you run your business. There are a few reasons for this:

    • You can’t control what people say about you in their own words — and that’s okay! The fact is, even if someone had been disappointed with their experience at your restaurant or hotel or spa (or whatever), they still might leave positive feedback if they enjoyed themselves overall. While it’s certainly worth responding when any negative comments come up, remember that it’s not always necessary or possible to change someone’s opinion of an entire company based on one person’s experience at one location or event.

    • Negative comments are likely outnumbered by positive ones! In fact, many people who write negative reviews never bother reviewing businesses again because they feel there’s no point — they assume all businesses will be terrible so why bother? Remembering this helps keep things in perspective: Even though one bad review may feel like the end of the world now (because we live and breathe our businesses), most businesses actually have dozens more fans than detractors out there!

    Related: Want a Successful Business? Focus on These 5 Things

    At the end of the day, it’s how you do your business that matters most. You can’t control what people say about you on social media, but you can control how you respond to it.

    If someone leaves a negative review, don’t try to argue with them or defend yourself. Instead, take what they say as an opportunity to improve your business for everyone — and offer an apology if appropriate.

    Remember: There are two sides to every story, and one person’s experience does not equal everyone else’s experience. People who leave negative reviews may not be satisfied with their purchase for any number of reasons — maybe they’re just having a bad day, or maybe they had unrealistic expectations from the beginning. By responding appropriately, you’ll show others that their experience is important, too.

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    Roy Dekel

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