[19.07.16]

A business’s reputation is central to its success. What customers and stakeholders say can have a fundamental impact on a business.  Small and medium-sized businesses – especially local ones – rely on customer reviews and recommendations, especially by word of mouth. Disappointed customers who want to vent their frustrations can easily tarnish a business’s good name through negative reviews online.

Monitoring and maintaining your online presence can have the greatest impact, for the least expenditure of time and money, on a business’s reputation. You do need to be careful, however, because every detail, from spelling mistakes to how you respond to an online review, reflects on the company. So where do you begin with reputation management, especially online?

• Capture any feedback (good or bad) – take notice of feedback, praise and complaints.
• Act quickly – If you can nip things in the bud, they may never get as far as posting their complaint online.
• Track social media – keep an eye out for any online mentions of the business or brand.
• Exploit good reviews. Not only do they show your business in a good light but they can drown out the odd negative comment.
• Make it easy for ‘advocates’ to post reviews – it makes your customers feel like they play a valuable part in your brand.

If you do get a negative comment or someone is critical about your business, product or service we suggest three ways to turn things around and leave a more favourable impression:

• Respond to negative comments with honesty and sincerity
• Apologise – if you are genuinely at fault
• Ask for another opportunity to provide a positive experience

If more serious problems arise it is important to recognise when you might need expert help or advice.

Castletons Accountants