Reviews, The Key to Building a Brand
A Digital World
Whether choosing a restaurant for dinner or deciding on which electronic device to buy or even finding a good plumber, the opinion of a complete stranger holds great value. Online reviews and recommendations have a great impact on purchasing decisions and brand perception. They help establish a sense of trust, quality, and reliability, even if the source is unknown. How these values are earned in the information age is quite different.
We live in a day and age where anyone who takes the time to provide feedback, post a review, or create a blog is valued, regardless of accuracy. Think about it, who is the person posting the review or rating on popular sources like Google or Yelp?
In most cases, the reviews are posted by complete strangers, people we don’t know, who may not really exist. Sure, the more trusted sites verify an email address or connect to a social media account, but those are easily forged. That person stating their opinion could very well be someone affiliated with the business like an employee, friend of the owners, or the owner themselves.
Yet every year, tens of millions of opinions are posted publicly and millions upon millions of people view those reviews and use them to make a decision. Reviews carry great value and can make or break a brand!
Reviews in a Judgemental Society
Humans tend to forget everything you have done right when you make the mistake of doing something wrong. The same holds true with brands. One bad review stands out like a sore thumb. That one negative review is like a pebble seizing the front wheel on a skateboard or roller blades, and we all know what happens when that wheel seizes. Like a skateboarder, brands get scars. Their scars, however, can be the difference between remaining open or closing their doors for good.
Reviews and the Customer Experience
That is why it is critical to optimize the experience your customers, clients, visitors and prospects have when they interact with any part of your business. Successful brands like Amazon® and Apple® have developed very pleasant and favorable customer experiences. That customer experience is the driving factor in their phenomenal success.
Whether its the website, customer service agents, salespeople, billing, or any other interaction between your business and the rest of the world, make sure to optimize the interaction. Your brands’ success depends on it!
We can help your organization develop and implement a customer experience that achieves high levels of customer satisfaction and adds value to your brand. Call for a free consultation today at 866.546.9482.
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