When buying a product or service, (potential) customers are starting to look at the online reviews of other users on social media and review sites. But not just your customers do this. Also, potential employees read reviews on the Internet before deciding whether to work for you. But how do you get a grip on this? This blog post will teach you more about online reputation management with the help of customer and employee feedback gathered with surveys.
The importance of online reviews
Your online reputation is one of the most important factors for purchasing a product or service. 90% of consumers surf the Internet and read online reviews before visiting a business. And 88% of consumers trust online reviews as much as personal recommendations. The importance of your online employer reputation is becoming more and more important as well, as employer reviews at employee review sites, like Glassdoor, Indeed and Monster are invaluable resources for jobseekers.
No matter the size of your business, your customers, employees, and prospects are talking about you: tweeting about your product, posting a Facebook update about their customer experience, leaving a review on review sites, and much more.
However, what often happens is that there is a biased online impression of your company or brand as not many people will spontaneously leave a review unless they are extremely happy or unhappy with your product or service.
Online reputation management? Feedback can help
If you are collecting feedback from customers or employees, for example with the help of customer satisfaction or NPS research, use this to ask respondents at the end of your survey to post a review on the review platform or social channel appropriate to your organization. By doing this, you only have to ask for feedback once and can get a grip on your online reputation.
Some examples
- A customer or employee fills in your survey and gives a high score, for example, an 8, 9, or 10. At the end of the survey, ask these promoters of your brand to leave a review on a platform of their choice, or a platform that is important for your brand at that moment. For sure they will leave a positive review.
- Ask respondents who give a lower score, a 6 or 7 for example, at the end of the question