We all know that online reputation management (ORM) is a priority for customer-centric businesses: it affects everything from sales, loyalty, customer churn rates, engagement rates and overall brand sentiment. How good of a job is your business doing when it comes to the daily task of managing its reputation?
Here are some of the most common mistakes that businesses make when it comes to managing their online reputation:
1. Focusing only on negative reviews
All businesses, especially those that experience large volumes of guests, need to develop a prioritization strategy. Typically businesses will prioritize negative feedback since it’s the source of reputation damage, but this can result in positive reviewers getting ignored during busy times. By ignoring promoters, you’re failing to catch the low hanging fruit to foster more positive interactions. Just because the guest had a positive experience doesn’t mean that they will return. When you have a strategy in place to respond to both positive and negative reviews, you increase the likelihood that those guests will remember the interaction and return.
2. Only asking for feedback at the end of the guest’s visit
While post-visit feedback is useful for analyzing the overall guest experience, it leaves you no time to impact individual guest journeys in real time. To get the most out of during-visit feedback, ensure you are capable of responding with meaningful action in a way that does not interrupt the guest’s experience, and that your system logs the feedback to customer records alongside post-visit survey responses and reviews.
3. Misunderstanding which actions will make your guest happy
Even if many of your service issues may fall into the same few categories, it’s a mistake to assume that your customers will all be satisfied with the same impersonal response. Individual customer profiles can provide the contextual data you need about each guest in order to form a judgement about how best to respond – even if that means personalizing an existing template to a customer’s specific needs. Intelligent systems can take this a step further by suggesting appropriate actions for your team based on customer data.
4. Meaningful reporting and benchmarking
Do you know how your online reputation ranks next to your competitors? Your reputation management software should allow you to benchmark against your competitors, as well as analyze NPS and similar metrics. Figure out in which categories your business outranks competitors, and where it needs to make the biggest gains. Or perhaps there are a couple of key issues that matter most to your guests. In that case, make sure that you are able to create custom reports based on relevant variables.
5. Taking too long to respond to reviews and feedback
In order for your team to respond in a reasonable amount of time (hours or minutes for during-visit feedback) they need to be equipped with the right tools. That means collecting information from the guest that allows the team to follow up quickly, whether by phone number, email or room number. Specific details around the feedback should also be captured. There’s no point capturing an ‘unhappy’ sentiment if the team can’t see what caused the guest to be unhappy. Finally, mobile alerts and automation workflows need to be activated to trigger immediate action.
6. Failing to connect feedback to customer profiles
Are you using different platforms for during-visit feedback, customer record management, and review management? That can lead to data sitting in siloes. Local Measure and Loopon give you a complete view of the guest, in real time, while being able to integrate into your CRM or PMS. Through integration, other departments outside of guest experience/customer service are able to benefit, such as marketing teams who can use the GDPR-compliant data to improve segmentation and personalize offers.