However, many TripAdvisor business listing managers are still lost in the dark when it comes to creating an effective reputation management strategy. But all review site reputation management plans have three simple steps:
- Use Reviews to Create A Conversation
- Set and Meet Customer Expectations
- Maximize Efforts to Improve Customer Experience and Service
Use Reviews to Create A Conversation
Reviews are the most valuable asset for any listing, and you should use both positive and negative feedback to your advantage. This starts by responding to customer reviews, which is a practice that is still surprisingly rare.
Our online reviews survey revealed that a vast majority of consumers – 63.3 percent, to be exact – never get a response to their reviews. That is a prime opportunity to influence customers, and most businesses are not using it.
Responding to negative reviews in particular can help you retain customers or even alter their sentiment towards you. Research shows that 80 percent of consumers believe that a business cares about them when they respond to their reviews.
Review responses can even bring in new customers. Businesses that respond to negative feedback is enough to convince 45 percent of potential consumers to visit their locations.
Even taking the time to say a simple “Thank You” to those who leave positive reviews can bring a major reputation boost. It shows that you care about every piece of feedback, and you want every customer to come back for multiple visits.
Set and Meet Customer Expectations
An attractive TripAdvisor listing page and great reviews can easily convert prospects into customers, but make sure that their expectations of the experience are met.
A study from Salesforce revealed that more than 50 percent of consumers said that companies fell short of their expectations for great experiences. You can prevent that happening to your businesses by making sure that you set expectations at a reasonable level. Doing so means that fewer customers are caught off guard when they actually visit.
More importantly, setting realistic expectations also gives you more opportunities to go above and beyond those expectations. Customers reward that additional effort with higher ratings and reviews, which can increase the listing’s position on TripAdvisor’s Popularity Ranking system.
Maximize Efforts to Improve Experience and Service
Meeting and exceeding customer expectations is a team effort. Everyone on staff – from the newest hire to the executive team – needs to know that their efforts will impact the customer experience in some way. This creates a mindset that makes every team member feel valued and motivated to do their best for each customer.
The approach also means that customers might always pick your business because of the great experience. In fact, the Salesforce study cited above also revealed that 67 percent of consumers will pay more for a great experience.
Keep in mind that each experience isn’t perfect and that there will always be areas of improvement. With review management software, you can keep a close eye on reviews and get analytical data that can help you discover pain points in the customer experience.
You should address customers concerns by responding to customer reviews and find a way to implement changes that will enhance their next visit.
No Time Like the Present
Becoming proficient at reputation management and improving the online footprint of any TripAdvisor listing will take some time. Altering the public’s perceptions of any business requires you to first look at customer pain points and getting feedback from staff before making any major changes to actual processes.
Customers are looking at listings to make a well-informed purchase decision. With the steps above, any listing can stand out from the competition and easily persuade customers that their product or service is worth every penny.