Subject areaChannels and tools
Also known ascustomer reviews
Online reviews are the opinions, with a rating and a comment, that customers publish about a product, a service or a store: on marketplaces, on review sites, in Google Business Profile listings, on social media.
In the evaluation phase of the customer journey the consumer refines the search, reads reviews, visits store websites and sometimes goes to the store to see the product in person.
They work as social proof: someone who does not yet know a company relies on the experience of those who have already tried it. It follows that two things count, the content of the review and the company's reply. A criticism handled well builds trust; one left unanswered works against reputation even years later.
An example
A neighbourhood hardware store receives on Google Business Profile a negative review for an order delivered late. The owner replies, explains the cause and states the fix made: later readers weigh the reply together with the criticism.
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Enrico Giubertoni. Licensed under CC BY-NC 4.0: you may quote, translate and adapt this entry with the author’s name and a link, stating any changes. For commercial use, write to info@enricogiubertoni.com
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