Evans on Marketing

Understanding and managing a company’s online reputation are not easy tasks. A lot of what is said online is beyond the control of the firm.

So, what can be done? According to Jacob Warren, an online reputation management consultant at Logik:

“The nature of the Internet is that any random user can make their opinion known at any time on a number of established sites. Because many of these sites have high Page Rank values, negative reviews can often appear in the search engine results above a company’s own Web site. Very often reviews are negative in nature. Even though a firm may deliver high quality customer service, clients must be invited to share positive stories. Otherwise, negative reviews will show an unbalanced view and will not reflect the level of service provided.”

“Positive reviews will boost sales: Shoppers who refine Web searches by customer rating average a 22% increase in sales per visit, increasing to 41% over several years (BazaarVoice Research). Reviews will raise customer loyalty and sales alike (Deloitte & Touche). Customer reviews will have a positive impact on average order amounts, with 27% of shoppers increasing spend by 5-10% (Hayes and Jarvis). To get positive customer reviews, you’ll have to ask for them. The good news is many people will respond to your request and provide a positive review.”

Click the Logik icon to read a lot more from Warren.
 

Tags: bad behavior, blog, customer expectations, customer satisfaction, experiental marketing, good manners, planning, reputation, tips, trust