review of reviews

Reviews Review: Deep Analysis and Strategies for Use to Improve Business

I. Understanding the fundamental aspects of reviews

A. Definition and essence of reviews: The review is a pronounced opinion or evaluation of the consumer regarding a certain product, service, brand or experience in interacting with the company. This is a subjective judgment based on personal perception and impressions. Reviews can be both positive and negative, and are important for the formation of the reputation of the company and making decisions by potential customers.

B. Classification of reviews:

1. By the form of presentation:

   • Text reviews: The most common type, presented in the form of written comments, reviews or stories.
   • Video reviews: Reviews recorded in video format often contain a product demonstration or a story about personal experience.
   • Audio reviews: Reviews in audio recordings can be used in podcasts or on the radio.
   • Reviews in the form of ratings: Estimates presented in the form of stars, points or other numerical indicators.
   • Reviews on social networks: Comments, likes, reposts and other forms of user interaction on social networks.

2. By the source of origin:

   • Reviews on the company’s website: Reviews placed directly on the company’s website.
   • Reviews on third -party platforms: Reviews posted on specialized recovery sites, reviews of reviews, forums and other platforms.
   • Reviews on social networks: Reviews posted on social networks, for example, Facebook, Instagram, Twitter.
   • Reviews in search engines: Reviews displayed in the results of the Google, Yandex and other search engines (for example, Google My Business).
   • Reviews on marketplaces: Reviews about goods and sellers on sites such as Amazon, Wildberries, Ozon.

3. By tonality:

   • Positive reviews: Reviews expressing satisfaction, delight or gratitude.
   • Negative reviews: Reviews expressing discontent, disappointment or criticism.
   • Neutral reviews: Reviews that do not contain a clearly expressed positive or negative assessment.

C. The value of reviews for business:

1. Formation of reputation: Reviews have a significant impact on the reputation of the company. Positive reviews strengthen the trust in the brand, while negative reviews can damage the reputation.
2. Decision -making by consumers: Most consumers read reviews before making a purchase decision. Reviews serve as social evidence and help to evaluate the quality of a product or service.
3. Improving a product or service: Reviews provide valuable feedback from customers, which can be used to improve the product, service or service process.
4. Increased customer loyalty: The answers to the reviews, especially to negative ones, demonstrate the care of customers and can help increase their loyalty.
5. Improving visibility in search engines: The presence of positive reviews and activity in the online space can improve the company’s position in the search results.

II. Platforms for collecting and analyzing reviews

A. Own company website:

1. Advantages: Full control over reviews, the possibility of moderating, integration with other systems.
2. Flaws: Smaller audience coverage compared to third -party platforms, potential bias.
3. Realization: Placing form for reviews, integration with the content management system (CMS), moderation and publication of reviews.

B. Outdoor Plates-Ozoviki:

1. Examples: Trustpilot, TripAdvisor, Yelp, отзовик, Irecommend.
2. Advantages: A large audience, independent assessment, trust of consumers.
3. Flaws: Lack of complete control over reviews, the possibility of fake reviews.
4. Strategies: Reviews monitoring, answers to reviews, active promotion of the profile of the company.

C. Social media:

1. Platforms: Facebook, Instagram, Twitter, VKontakte, classmates.
2. Advantages: Wide coverage of the audience, the possibility of direct interaction with customers, a viral effect.
3. Flaws: The need for constant monitoring, the difficulty of managing the reputation, the possibility of negative comments.
4. Tools: Monitoring of the mention of the brand, answers to comments, holding surveys and competitions.

D. Search systems (Google My Business, Yandex Business):

1. Advantages: Visibility in the search results, the possibility of attracting local customers, consumer trust.
2. Flaws: Dependence on the algorithms of search engines, the need to maintain the relevance of information.
3. Strategies: Registration and optimization of the profile of the company, stimulating customers to abandon reviews, answers to reviews.

E. Marketplaces (Amazon, Wildberries, Ozon):

1. Meaning: Critically important for online sales, affect the rating of goods and seller.
2. Peculiarities: Strict rules, high competition, a large number of reviews.
3. Management: Reviews monitoring, prompt response to negative reviews, improving the quality of goods and maintenance.

F. Specialized platforms for collecting reviews:

1. Examples: Qualtrics, SurveyMonkey, Medallia.
2. Advantages: The possibility of polls, feedback collection on specific issues, data analysis.
3. Flaws: They require subscription costs, the need to develop surveys, do not always reflect the general opinion of customers.

III. Strategies for collecting reviews

A. Request for reviews after making a purchase or providing services:

1. Methods: Sending electronic letters, SMS messages, using push notifications.
2. Taming: The optimal time to request reviews is shortly after receiving a product or service, but not too intrusive.
3. Personalization: Appeal to a client by name, mentioning a particular product or service.

B. Offer of bonuses or discounts for leaving the review:

1. Examples: The discount on the next purchase, participation in the prize draw, receiving a free product or service.
2. Restrictions: It is necessary to follow the rules of the platform, do not offer payment for positive reviews.
3. Transparency: Obviously indicate that a bonus is proposed for leaving the review, and not for a positive feedback.

C. Simplification of the process of abandoning the review:

1. Convenience: Providing a direct link to the page to leave the review.
2. Minimization of steps: Reducing the number of fields for filling.
3. Mobile optimization: Make sure that the review form is adapted for mobile devices.

D. Using QR code:

1. Application: Placement of QR codes on the packaging of goods, in checks, on business cards, in advertising materials.
2. Convenience: A quick transition to a page to leave a review using a smartphone.
3. Efficiency: Especially useful for offline business.

E. Conducting competitions and shares on social networks:

1. Examples: Competition for the best review, action “share your experience and get a prize.”
2. Involvement: Stimulation of clients to active participation and exchange of views.
3. Viral effect: Distribution of information about the company through social networks.

F. Automation of the review collection process:

1. Using CRM systems: Integration with CRM systems for automatically sending requests for reviews after certain events.
2. Specialized services: The use of specialized services to manage a reputation and collection of reviews.
3. Time saving: Automation allows you to reduce time spent on manual processing of reviews.

IV. Reviews analysis: Methods and tools

A. Manual analysis of reviews:

1. Process: Reading and systematizing reviews, identification of key topics and trends.
2. Advantages: A deep understanding of the context, the identification of the nuances.
3. Flaws: Labor intensity, subjectivity.

B. Automatic analysis of reviews:

1. Using tonality analysis tools: Determination of the emotional coloring of reviews (positive, negative, neutral).
2. Examples of tools: MonkeyLearn, Lexalytics, Brand24, Semrush.
3. Advantages: Speed, objectivity, the possibility of processing large volumes of data.
4. Flaws: Not always an accurate definition of tonality, a limited understanding of the context.

C. Highlighting key topics and problems:

1. Categorization: Grouping reviews on topics (product quality, service, price, delivery, etc.).
2. Identification of problems: Determination of the most common problems and complaints of customers.
3. Prioritization: The arrangement of priorities to solve problems based on their frequency and influence on customer satisfaction.

D. Analysis of the frequency of mentioning keywords:

1. Using tools to analyze keywords: Determination of the most commonly mentioned words and phrases in reviews.
2. Identification of associations: Determination of associations that arise in customers with a brand, product or service.
3. Content optimization: Using the received data to optimize content and advertising campaigns.

E. Analysis of the dynamics of reviews:

1. Tracking changes over time: Analysis of how the tonality and content of reviews change over time.
2. Evaluation of the effectiveness of improvements: Assessment of the impact of measures taken to improve the product or service on customer reviews.
3. Forecasting trends: Identification of new trends and trends based on the analysis of the dynamics of reviews.

F. Comparative analysis of reviews:

1. Comparison with competitors: Analysis of reviews about competitors to identify their strengths and weaknesses.
2. Determining the possibilities for improvement: The use of the received data to improve your product or service and gain a competitive advantage.
3. Benchmarking: Determining the best practices based on the analysis of reviews about market leaders.

V. Response to Reviews: Strategies and Tactics

A. General principles of response to reviews:

1. Operationalness: Quick response to reviews demonstrates customer care.
2. Politability: Regardless of the content of the review, it is necessary to respond politely and professionally.
3. Gratitude: Thank the client for the review left.
4. Constructiveness: In the answer to the review, you must be constructive and offer a solution to the problem.
5. Personalization: Contact a client by name, mention the details of the review.
6. Publicity: Public answers to reviews demonstrate the transparency and openness of the company.

B. Response to positive reviews:

1. Gratitude: Grate gratitude for the positive feedback.
2. The emphasis of key points: Mention the answer that the client especially noted in his review.
3. Invitation to further cooperation: Invite the client to use other products or services of the company.
4. Encouragement of loyalty: Offer the client a discount or a bonus for the next purchase.
5. Spreading: Share a positive review on social networks or on the company’s website.

C. Response to neutral reviews:

1. Gratitude: Grate gratitude for the review.
2. Identification of the reasons: Try to find out what exactly did not like the client.
3. Assistry: To offer the client help in solving problems.
4. Improving a product or service: Use the resulting feedback to improve a product or service.
5. The transformation of a neutral review into positive: Take measures to increase customer satisfaction.

D. Response to negative reviews:

1. Recognition of the problem: Recognize the problem and express regret about the situation.
2. Apology: Bring sincere apologies for inconvenience.
3. Resolution of the solution: Offer a specific solution to the problem (refund, replacement of goods, compensation).
4. Transfer of conversation in a personal message: Invite the client to continue communication in a personal message for a more detailed discussion of the problem.
5. Elimination of the reason: Take measures to eliminate the cause of the problem and prevent its repetition in the future.
6. Monitoring: Make sure that the problem is solved and the client is satisfied with the decision.

E. Face reviews processing:

1. ID: Identification of suspicious reviews that can be fake.
2. Complaint: Appeal to the administration of the platform with a request to delete fake review.
3. Refutation: Publishing a refutation of fake review with the provision of evidence.
4. Support: Encouraging real customers to abandon honest reviews.
5. Monitoring: Constant monitoring of reviews for the timely detection and deletion of fake reviews.

F. Examples of successful response to reviews:

1. Zappos: The company is known for its excellent customer service and operational response to reviews.
2. Buffer: The company openly shares information about its work and quickly answers the questions and complaints of customers.
3. JetBlue: The company actively uses social networks to communicate with customers and quickly solves problems.

VI. Using reviews to improve business

A. Improving a product or service:

1. Analysis of product reviews: Identification of the strengths and weaknesses of the product based on customer reviews.
2. Implementation of changes: Making changes to the product or service based on the feedback received.
3. Testing: Conducting testing new versions of a product or service involving customers.

B. Improving customer service:

1. Analysis of service reviews: Identification of problems in the process of customer service.
2. Staff training: Conducting training of personnel on customer service issues.
3. Implementation of new standards: Implementation of new customer service standards based on the feedback.

C. Improving the processes of the company:

1. Analysis of reviews about processes: Identification of problems in the processes of the company (for example, delivery, payment, return).
2. Process optimization: Optimization of the company’s processes based on the received feedback.
3. Automation: Automation of the company’s processes to increase efficiency and reduce errors.

D. Improving marketing campaigns:

1. Analysis of reviews about marketing campaigns: Identification of the most effective channels and messages.
2. Campaign optimization: Optimization of marketing campaigns based on the received feedback.
3. Personalization: Personalization of marketing messages based on customer preferences.

E. Improving the site and user experience:

1. Analysis of reviews about the site: Identification of problems with navigation, design and functionality of the site.
2. Site optimization: Optimization of the site based on the received feedback.
3. Testing: Conducting A/B testing to improve user experience.

F. Increased customer loyalty:

1. Using reviews for building relationships: The use of reviews to build long -term relationships with customers.
2. Loyalty programs: Development of loyalty programs based on customer preferences.
3. Personalized service: Providing personalized services based on the history of purchases and customer reviews.

VII. Legal aspects of work with reviews

A. Consumer Protection Law:

1. Information about product or service: Providing reliable and complete information about a product or service.
2. Guarantee: Providing a guarantee for goods or service.
3. Return: Compliance with the rules for the return of goods or services.

B. Personal Data Law:

1. Consent to the processing of personal data: Obtaining consent from customers to process their personal data.
2. Personal data protection: Ensuring the protection of personal data of customers from unauthorized access.
3. Removing personal data: Providing customers with the opportunity to delete their personal data.

C. Advertising Law:

1. Reliability of advertising: Advertising should be reliable and not mislead consumers.
2. Comparison with competitors: Comparison with competitors should be correct and reasonable.
3. Restrictions: Compliance with restrictions on advertising certain goods and services (for example, alcohol, tobacco).

D. Responsibility for slander and insults:

1. Removing slanderous reviews: Taking measures to remove slanderous and insulting reviews.
2. Court of appeal: Appeal to court in case of slander and insults.
3. Compliance with ethics: Compliance with ethical norms when working with reviews.

E. Platforms for posting reviews:

1. Compliance with the rules: Compliance with the rules and conditions for using platforms to accommodate reviews.
2. Moderation: Reviews moderation in accordance with the rules of the platform.
3. Responsibility: Liability for violation of the rules of the platform.

VIII. Future of reviews: trends and forecasts

A. The growth of the significance of video reviews:

1. Visual content: Video reviews are becoming more and more popular due to its visualization and emotionality.
2. Trust: Video reviews cause more trust than text reviews.
3. Interactivity: Video reviews allow you to see the product in action and hear the opinion of the real user.

B. Development of tonality analysis technologies:

1. Accuracy: Technologies for analysis of tonality become increasingly accurate and capable of understanding the nuances of the language.
2. Automation: Automation of the analysis of tonality allows you to quickly process large volumes of data.
3. Personalization: Analysis of tonality allows you to personalize communication with customers and offer them relevant products and services.

C. Integration of reviews with artificial intelligence:

1. Chat bots: Using chat bots to collect and process customer reviews.
2. Personalization: The use of artificial intelligence to personalize answers to reviews.
3. Forecasting: The use of artificial intelligence to predict customer satisfaction based on their reviews.

D. Personalization of user experience based on reviews:

1. Recommendations: Providing personalized recommendations based on reviews of other users.
2. Individual approach: An individual approach to each client based on his preferences and reviews.
3. Improving loyalty: Increasing customer loyalty due to personalized experience.

E. The emphasis on transparency and authenticity of reviews:

1. The fight against fake reviews: Tighten measures to combat fake reviews.
2. Read verification: Implementation of the authenticity of reviews for reviews.
3. Trust: Increased reviews of reviews due to transparency and authenticity.

F. The role of reviews in the formation of reputation in the metavselnaya:

1. Virtual experience: Reviews of virtual experience will become an important factor when choosing products and services in the metavselnaya.
2. Virtual brands: Formation of the reputation of virtual brands based on user reviews.
3. Interactivity: Interactive reviews in virtual reality.

This review provides a comprehensive analysis of the role of reviews in modern business, emphasizing their importance for the formation of reputation, improving products and services, as well as increasing customer loyalty. Various platforms for collecting and analyzing reviews, strategies for their collection, response methods to reviews and legal aspects of working with them are considered. Trends and forecasts regarding the future reviews are also presented.