REVIEW MANAGEMENT
The client is an online retailer that specializes in selling a wide range of products. The company was established by its original owner, who maintained very high review ratings across various platforms such as Yelp, Google Reviews, and others. However, following a change in ownership and management, the company’s quality, product delivery, and customer service significantly declined, resulting in an average review rating of two stars.
Key Challenges:
The client recognized the problems and had set out to fix them months before approaching Eight Shell. While the level of customer service had improved, it had not yet reached its previous levels, making a reputation repair campaign a challenging and zero-sum game. The biggest challenge with any online review improvement campaign usually begins within the client’s company itself as the problems are often systemic.
Negative Reviews Degrades The Business.
Negative Reviews can damage a business in various ways:
- Negative reviews harm a business’s reputation.
- They discourage existing customers from returning or recommending the business.
- Negative reviews can negatively impact a business’s search engine ranking.
- They can lead to a decrease in revenue as fewer customers may choose to purchase from the business.
- Businesses need to address negative reviews proactively and promptly to minimize their impact.
How We Become Effective.
Eight Shell identified three review platforms that reflected low ratings, including Yelp, Google Reviews, and Glassdoor. Some issues also existed with the client’s Facebook page. The initial step was to instruct the client to turn off Facebook reviews temporarily while Eight Shell focused on resolving the review problems in branded search results.
Eight Shell developed a review strategy to address the need for improved star ratings and replacing negative comments online. Negative customer quotes were showing up in the Knowledge Panel in Google search results, which was especially damaging as the quotes would always show “above the fold,” where prospective customers could always see them without the need to scroll.
As a result of the review management project, both average star ratings and negative comments were suppressed and replaced by positive ones in Google Reviews “above the fold.” Within six months, the average star rating improved from 1.8 to 4.2, leading to increased customer conversions and hiring conversions due to the Glassdoor review improvement campaign.
The Eight Shell review management project demonstrated that a focused review strategy and an ongoing commitment to improving customer service can lead to significant improvements in review ratings and, ultimately, conversions. By addressing the systemic problems that led to the initial decline in quality, product delivery, and customer service, the client was able to repair its reputation and regain its status as a top-rated online retailer.
