Online reviews have become a crucial part of the shopping experience for everything from toaster ovens to cruises to professional accounting services. Where once you might ask a friend or consult a guidebook, now you can have the entire customer base telling you whether a product or service is amazing or meh.
For PR pros, this poses both opportunity and risk.
By encouraging and even incentivizing customers to leave honest reviews, you add to the social proof prospects will find when doing their initial information gathering. By responding to good and bad reviews, you have a chance to showcase customer service skills and potentially retain even unhappy customers.
These infographics show just how powerful reviews have become. If you haven’t yet started formulating a strategy for getting and responding to reviews, it’s time to get started.
The second infographic deals with the choice to book hotels, but the same principles follow through to other kinds of purchases. The old-fashioned star ratings don’t give you a personal, qualitative look at what a hotel stay experience will be like, but a review from a real human does.
Don’t overlook this area of PR.