Reviews are a powerful tool for any business – they provide a unique opportunity to engage with and learn from customers. However, managing reviews manually can be challenging and resource-intensive. In this post, we're taking a look at what review management is, how businesses can manage their reviews, and the benefits of doing so.
What is review management?
Review management is the process of actively monitoring, analysing, responding to, and generating customer feedback across various online platforms. It plays a vital role in shaping a business’s reputation, ensuring that companies maintain a positive presence and address customer concerns effectively.
By implementing a strong review management strategy, businesses can track what customers are saying, identify trends, and take action to highlight positive experiences. Responding to feedback, whether good or bad, demonstrates commitment to customer satisfaction, which in turn builds trust and credibility.
But review management isn’t just about damage control; it’s also about amplification. Encouraging satisfied customers to leave reviews helps strengthen brand reputation and boost visibility. With the right tools, businesses can streamline the review process, ensuring that feedback is collected, analysed, and leveraged for growth.
Why review management matters for businesses
Online reviews have a direct impact on brand trust, customer conversions, and overall revenue. Research shows that 96% of consumers read reviews before making a purchase decision, which highlights just how influential customer feedback can be in shaping perceptions and driving sales.
Trust is a key factor in any buying journey. Verified reviews reassure potential customers that a business is reputable and delivers quality service. By showcasing positive feedback at key touchpoints – such as on product pages, social media, and checkout processes – businesses can influence purchase decisions and improve conversion rates.
The financial benefits of review management are also undeniable. Businesses that actively manage their reviews see higher engagement, increased website traffic, and improved sales figures. 69% of consumers say are more likely to buy from a business that responds to reviews, reinforcing the importance of proactive reputation management.
How businesses can manage reviews effectively
Effectively managing customer reviews requires a structured approach. Simply collecting feedback is not enough. Businesses need to respond, engage, and use insights to enhance their operations. Here are three key areas to focus on:
Response management and addressing negative feedback
Customers appreciate businesses that take the time to acknowledge and respond to their reviews. Whether they’re thanking a customer for positive feedback or addressing a complaint professionally, response management plays a crucial role in online review management. When businesses respond to negative feedback promptly and offer solutions, they have an opportunity to turn dissatisfied customers into loyal advocates.
Using review management tools and services
Manually tracking and responding to reviews across multiple platforms can be time-consuming. That’s where review management software comes in. Platforms such as Feefo centralise review collection, automate responses, and provide analytics to help businesses monitor customer sentiment in real-time, as well as understanding trends over time. The right tool means that businesses can streamline their approach and ensure no feedback goes unnoticed.
Customer feedback for improvement
Reviews offer valuable insights that businesses can use to refine their products, services, and customer experience. Common trends in feedback can highlight areas that need improvement, while positive reviews can reinforce what’s working well. By integrating review insights into business strategies, companies can continuously evolve to meet customer expectations.
The influence of ratings on customer decisions
Star ratings significantly impact customer decision-making. 55% of consumers won’t consider a business with an overall star rating of one or two stars. This means businesses must maintain strong ratings to remain competitive.
A high rating is not just about accumulating five-star reviews; it’s about consistency. Businesses can achieve this by providing excellent customer service, addressing issues quickly, and encouraging happy customers to leave reviews. Regularly requesting feedback ensures a steady flow of ratings, which can help maintain a positive reputation over time.
Additionally, star ratings influence search rankings and visibility. Platforms like Google and social media prioritise businesses with higher ratings, making review management a crucial part of digital marketing strategies.
By actively managing ratings and responding to customer concerns, businesses can strengthen brand trust, improve customer engagement, and drive long-term success.
The benefits of using a review management platform
The right review management platform, combined with the right strategy, can help you:
- Build trust and credibility for your brand
- Connect and engage with customers
- Manage your online reputation
- Save time and resource
- Get insight to inform business decisions
Let’s dive deeper into each of these benefits and explore how review software can transform the way you manage your customer feedback.
1. Build trust and credibility for your brand
Customer reviews are a powerful form of social proof. 96% of people read them, according to our 2019 Consumer Trends Report. A review management platform helps you highlight people’s positive experiences at just the right moment – ensuring that potential customers see the best your business has to offer.
For example, you can use customisable widgets to display reviews at key conversion points on your website, like the shopping cart. This not only drives conversions but boosts SEO as well. You can also integrate reviews with your social media channels to build credibility and drive more traffic to your website.
Remember: every customer has the potential to becomes an advocate for your brand. Review software enables you to take advantage of this opportunity, by getting people to share their positive experiences. This word-of-mouth marketing can build trust and credibility, at little cost to your business.
2. Connect and engage with customers
Imagine you get a fantastic review about the jeans you sell. The colour is perfect; the fit is just right; the delivery was timely. This feedback is more than just a pat on the back – it’s an opportunity to build a relationship with that customer.
With a review management platform, you can reply to feedback quickly and easily, showing customers just how much you value their opinion. Simply search and select the review you want to respond to. You can then craft your own response, or use AI to generate one for you. It’s a simple gesture that shows your gratitude and makes customers 97% more likely to buy again.
3. Improve your online reputation management
Not all feedback is positive – even the greatest of brands get the occasional one- or two-star negative review. While this might seem less than ideal for your reputation, it’s actually a great opportunity to rebuild trust.
Using review management software, you can track and address negative feedback quickly. So your customer knows their voice has been heard, and that you’re doing everything you can to resolve the issue. This gesture has a knock-on effect for your other customers, too. When they see you’ve resolved an issue, they know they can trust you to deliver.
4. Save time and resource with a review platform
Managing reviews manually can be time and resource-intensive, especially if you collect a large volume of feedback. A review platform automates the process, allowing you to collect, monitor, respond to, and analyse reviews – all from a single dashboard. This means no more hopping between review sites to track down feedback, saving time that you can redirect to higher-value tasks.
With some platforms, like Feefo, you can even reply to reviews automatically while keeping the tone personal. This enables you to deliver better customer service and show more customers you care. Plus, with more time to focus on refining your operations and processes, you’re setting your business up for continuous improvement.
5. Get insights to inform business decisions
Customer feedback offers a wealth of information on what people like and dislike about your business. Review management platforms are crucial for helping you get to these insights faster.
For example, it could be that several guests to your campsite have pointed out that some vans aren’t getting enough sunshine. Or maybe people buying your clothes online find the delivery service slow. Review software will identify these trends for you automatically, showing you exactly where you need to improve. At Feefo, we ensure your feedback is coming from real, verified buyers – so you can be sure every change you make is backed by reliable data.
Get more from customer feedback with a review management platform
Whether you’re new to reviews or already collecting them, an all-in-one platform can transform the way you manage, learn from and respond to your feedback.
Before you make your decision, it is best to look at how strong your customer insight strategy is. Gain clarity in this area by taking our business questionnaire; then you can choose the right review and feedback provider for your business.
At Feefo, we’re helping over 6500 brands get more value from their reviews. To learn more about us and see how we stack up against other providers, check out our report: ‘Which platform is right for you?’. It delves into the different types of review platforms and the benefits they offer.
