Engaging with negative reviews can alert brands to problems they were unaware of

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 02, 2019, 5:42 AM UTC

This also ensures customers that their feedback is being heard.

This article makes a case for brands developing a reputation management plan and managing reviews to improve overall customer experiences and customer service. To that end, the author suggests that brands must not avoid addressing negative reviews.

They must listen to customer’s negative reviews which could possibly inform brands on how they can improve their business or products. It can also highlight problems that businesses might not be aware of. It also assures customers that their feedback is being heard and that the company cares about them.

The author suggests aggregating all reviews from across channels to get a holistic view of brand reputation. It is also advised for a company’s customer service and account teams to become omni-channel contact centres.

Read the original article

[4 minute read]