Consumers today are looking for five-star reviews online and data shows that 5-Star service produces a large financial return. The best businesses are using online reputation marketing and feedback tools to increase market share, dominate competitors, improve teamwork and increase the lifetime value of each customer.
If you”™re like many local professionals, you have been feeling the pressure of increased competition””from national chains, discount franchises, price wars, and Internet-based providers””all of which are making it harder for you to thrive in today”™s economy.
Following are seven ways that your company”™s online reputation could be killing your business and solutions for improving your online reviews and reputation.
1. Your staff is unintentionally sabotaging your profits
One of the biggest business challenges is that the job of quality customer service is placed on the shoulders of the business or practice owner. Business owners need to develop a robust feedback and reviews system that encourages every staff member to produce a great experience for each and every customer.
2. You have no feedback loop for corrective action
With a robust platform for obtaining reviews from customers on a daily basis, comes a roadmap that quickly points out aspects of the customer experience that are falling below the level that they expected. That same roadmap will usually point out the direction for fixing the problem.
3. Lack of clear measurable objectives
In the hectic peaks and valleys of everyday business, it”™s all too easy for staff members to lose sight of who is their actual boss””the customer. The demands of office routines and procedures can quickly distract the focus away from creating a five-star experience of service for patients or customers. Creating and managing toward a monthly goal for five-star reviews establishes a “North Star” that reminds everyone continually about working as a team to deliver five-star service.
4. You are killing your referrals
A recent survey concluded 80 percent of potential customers will not choose you if you have negative online reviews. On average, it takes 10 to 12 positive reviews to counteract the impact of a single negative review. So, even if a client does refer you, when that referral prospect checks you out online, you could still lose the business unless you clearly have a five-star reputation online.
5. Paint a better online picture of what you do
Although consumers look carefully at the ratings score on each review, the numerical score is only part of the story. In their reviews, customers will vocalize the unique attributes of your service in ways you”™ve never even thought of. Your ability to acquire a broader range of new customers is enhanced and a mismatch between your services and customer expectations is less likely to occur.
6. Your digital authority signals are weak and out of whack
Google detects your level of authority for search results by reading and evaluating the digital signals, such as reviews, backlinks, longevity, website structure, recent content and updates, videos, accuracy and consistency of directory listings and mobile friendliness of your website. All of these factors translate into higher or lower authority in Google”™s algorithms.
For example, Google assigns 53 times more authority to your content appearing in videos as opposed to the same content in text. Your objective should be to have the most five-star reviews in your category -and have some of those five-star reviews appearing in video).
7. Your peer authority is subpar
By having a strong, recent and diverse array of five-star reviews, both posted online and streamed to your website, you will make it easier for professional peers to select your business or make referrals to you. The validation from your strong stream of recent five-star reviews will confirm their selection of you as the best solution for the services you provide.
Richard J. Roll is the founder and chairman of TrustyAmerica.com in Stamford, a network of local sites showcasing local companies based on five-star reviews, and ReadySetBOOM.com, a reputation consulting firm in Stamford. He can be reached at 203-253-7077 or at RRoll@ReadySetBOOM.com.
