Understanding the impact of customer ratings with online reputation management, or ORM for short, is influential to every business, big or small. It is a formal process to increase positive rating reviews from customers and clients by filtering out negative responses or poor reviews.
To reap more benefits from implementing a reputation management process, it is a great idea to consult a market research firm. Why? Customer surveys are at the heart of what national market research companies, like Drive Research do every day.
These types of agencies don’t only increase positive rating on applications such as Google My Business, but they dissect the negative feedback to help businesses understand drivers of dissatisfaction and how your business can improve.
For a quick overview of what online reputation management is, how the process works, and additional benefits of ORM, watch our quick video below.
What is online reputation management?
As mentioned earlier, online reputation management is a formal process of inviting your customers and clients to offer feedback on your products, services, or brand and redirecting them to popular rating sites such as Google, Yelp, Facebook, etc. The rating site of choice is dependent on what makes most sense for your individual business.
For example, those working in the travel and tourism sector may choose to divert their customers to TripAdvisor. An online reputation management company can also assist in deciding what online review site would be most beneficial for your business.
How does ORM work?
A market research company specializing in online reputation management will create a mini customer satisfaction survey that can be sent by email or text to your customer database. Once customers fill out the survey, satisfied customers are redirected to an online rating site, while dissatisfied customers will remain on the satisfaction survey to answer additional questions about their experience.
Customers who score a low satisfaction score are never redirected to Google. Instead, it is up to your organization how you would like to address and rectify their concerns. A market research company will best be able to define what the scoring range from most satisfied to least satisfied is for your specific business and industry.
What are the benefits of online reputation management?
No matter the line of products or services you are selling, potential customers are most likely to use customer reviews as a deciding factor into whether they are going to do business with you or not. Think of how you do business, especially with higher investment or budget dollars.
You most likely don’t just choose the first business that shows up on a Google search. You do your research to make sure others had a positive experience and that your hard earned money is going to good use.
You’re not alone. Here are some general online review statistics gathered by Qualtrics:
97% of people read reviews for local businesses. (BIA/Kelsey)
90% of respondents who recalled reading online reviews claimed that positive online reviews influenced buying decisions, while 86 percent said buying decisions were influenced by negative online reviews. (Dimensional Research)
93% of consumers say online reviews impact their purchasing decisions. (Podium)
93% of people who use mobile to research go on to complete a purchase of a product or service. Most purchases happen in physical stores. (Google/Nielson)
3.3 is the minimum star rating of a business consumers would engage with. (Podium)
With a stringent review process in place, ORM helps push down negative feedback to only showcase a positive company profile on the first few search pages.
Contact Drive Research
Drive Research is an online reputation management (ORM) company located in New York. We work with organizations across the country to set up regular ORM programs to filter and publish high scores on sites like Google, Yelp, and others.
Interested in taking advantage of our ORM services? Contact our team for a proposal.