Receiving positive feedback from your customers always feels good. It motivates your support team to go an extra mile every single day and indicates that you are doing customer support as it should be done – with excellence. Nonetheless, there is other part of this story. Knowing that you are delivering great support on internal level is one thing. Putting this fact out there into overcrowded internet space is whole other story and quite frankly, more important one – at least from business perspective.
Let’s take a look at recent study done by Dan Hinckley from agency Go Fish Digital. We already know that customer reviews are important. The question is – to what extent?
“The results revealed that online reviews impact 67.7% of respondents’ purchasing decisions. More than half of the respondents (54.7%) admitted that online reviews are fairly, very, or absolutely an important part of their decision-making process.” Hinckley wrote.
As you can see, reviews are crucial for your business. Study points out another important measure: “Restaurant review stories receive all the press, but most companies will eventually have pages from review sites ranking for their names. Building a strong base of positive reviews now will help protect against any negative reviews down the road.”
This is something to have always on your mind and never underestimate. Building up a momentum of good reviews will have an important impact on success of your company. Now let’s move to other part of the research.
“Our research also uncovered that businesses risk losing as many as 22% of customers when just one negative article is found by users considering buying their product. If three negative articles pop up in a search query, the potential for lost customers increases to 59.2%. Do you have four or more negative articles about your company or product appearing in Google search results? You’re likely to lose 70% of potential customers.”
It is absolutely critical to keep ever important page 1 of your Google search results nice and positive. According to study, having just one negative review could cost you nearly a quarter of all potential customers who began researching your brand.
Obviously, you absolutely must consider the results that Google shows when customers do research your company’s name or products. Study shows that negative reviews, negative press, and other damaging feedback can have a lasting impact on a company’s ability to sell their products or services. Mind the word “lasting” in sentence before. Making your customers unsatisfied and angry may result in semi-permanent damages to your brand. It is crazy hard to make the internet forget. Even more, if you are a business not an individual.
Building your brand reputation from perspective of Google search engine seems as important as having the quality products. You should never let things go and be always prepared to do at least some kind of damage controls.
Go Fish Digital’s study concludes that by gaining control of the search results for your company or product, you will be in control of the main message that individuals see when looking for more information about your business. That’s done by working to ensure prospects and customers enjoy a satisfying experience when interacting with your brand, whether online or offline. Take this matter seriously.
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