Getting Five-Star Reviews
Who has the best sushi? The cheapest flight? The quickest oil change? It’s no secret that more consumers than ever rely on crowd-sourced review sites to guide their purchasing decisions. Reviews can make or break your business, and Assistant Professor of Marketing Georgios Zervas (GRS‘12), who coauthored a recent study on restaurant review fraud, offers this advice for managing your online reputation.
Don’t do that
Managing a business is hard work, so when a customer posts a bad review, “it’s like a punch in the gut.” You might be tempted to fire off an emotional response or forge some five-star reviews to bolster your rating. Don’t do that, Zervas says. Writing phony reviews erodes your credibility—and it’s illegal.
Do this
Take control of your online presence. Claim your profile on review sites and develop a strategy for getting back to customers. When responding to negative posts, acknowledge the problem, and outline the steps you’ve taken to remedy the situation. Thank customers privately for positive reviews, and always personalize your responses. While soliciting skewed reviews is fraudulent, inviting feedback is smart business. When you ask customers for their opinions, your extra effort might inspire positive reviews. Plus, using evaluations to improve your service strengthens your reputation from the ground up.
