The Online Review Business

Online reviews have become an important source of information for people trying to determine the quality of product, service or care they may receive from a business or organization. Reviews communicate a lot about how credible a business may be and can serve as a historical accounting of the general public’s perception and the “true” quality of the business and its operations.

Great reviews can lead to a great response from those looking to try a new business, product, or service. Therefore, online reviews need to be handled in much the same way we handle our most valued customers. Afterall, the 99 will determine who you really are by how you handle the one. Especially the one that may not be a raving fan.

Some studies have suggested that more than 77 percent of customers of any business utilize online reviews as an initial step in their evaluation and selection process. This seems to hold true for professionals as much as business as well. According to the Journal of the American Medical Association (JAMA), 59 percent of consumers say physician rating sites are important.

Therefore, the attention you give to negative reviews may be more important than the attention you pay to the positive ones. Everyone expects that a business or professional will have a handful of negative reviews. That said, no response can say as much, if not more, about a business than the negative review itself. Reputation.com recommends responding to at least 20 percent of all positive reviews and 100 percent of all negative reviews.

Remember, you are not going to win over all of those who give your business a try. Just because someone did not like the taste of the sauce on the pizza you made or the scent in the lobby does not mean your service, or the product quality is bad. Don’t hide from the unique and differentiating qualities of your product or the type of experience you are trying to create. Accept that not everyone will like what you have to offer. However, if 95% are raving fans of your product or love the experience you are providing you are going to be in great shape!

That said, there is a kernel of truth in every criticism and all feedback should be considered and evaluated. Doing so may uncover a crack in the armor that you did not see. Negative reviews may reveal a common theme that could indicate a failure in process execution or quality control. Paying attention to customer feedback, good and not so good, may help you adjust before you have a real problem on your hands. Remember, it’s easier to keep the customers you have than it is to find new ones. Loyal customers are also your best form of marketing.

Responding to reviews should be something you do daily and remain diligent about doing. A well thought, non-canned, professional, and respectful response should be your norm. Be sure to thank every reviewer for their feedback and focus on the positive. For negative reviews of products, offer alternatives. If they did not like your pizza sauce, offer other options. If the reviewer did not like the service they received, apologize, and offer an opportunity to talk in person about the experience so that you can meet their expectations next time. If you are in the health and wellness industry your responses may need to be HIPAA-compliant.

Health and wellness businesses should not only thank all reviewers for their feedback, but they should keep all services received confidential and the communication anonymous. Do not identify the person or the service received even if they do. Don’t even confirm they were a patient. The best thing to do is to thank them and then offer to take the conversation offline. Privacy is crucial. Remember, the 99 are watching how you interact with the one. So is the federal government.

Reviews can be stressful, but how you respond can be a source of credibility for those looking for the services or products you offer. Reviews can lead to new business. Change your perspective on reviews and use them as a tool to grow your business. Learn from them and you may find that they can be your best friend. Finally, don’t forget to make asking for reviews from your most loyal customers a habit. Most are happy to do so and would love to support you in any way possible.

Randy Stepp is a Principal with Renaissance Leadership Group. RLG is a full-service business and franchise development company whose purpose is to help business owners realize their dreams of independence and freedom.

Visit Renaissance Leadership Group at www.renaissanceleadershipgroup.com to learn more about business development