Review software is rarely a standalone system and it needs to integrate easily with the rest of the marketing software ecosystem and E-Commerce platform. Similarly, Online Reputation Software also should integrate well with the marketing software ecosystem.
Companies must ensure that the software is compatible with services, directories, and websites which are the most used and trusted review sites that are commonly used by customers like Yelp, Google My Business (Google Maps), TripAdvisor, Facebook Local Pages, Facebook Messenger, etc.
Review sources can be varied, so the software should support all social channels and all other popular sources of customer’s voice. Customer review sites are very industry-specific, and hence software should support multiple channels for effective review collection.
The software should offer a feature of translations of several languages as they cater to users that speak a variety of tongues apart from English. With the text analysis feature, companies or buyers can get automated translation of languages so that they can adequately understand and respond to a review or comment.
Social and Mention Monitoring
The Online Reputation Management Software monitors a company’s social media presence and maps its customer interactions via the likes, dislikes, comments, and reviews they leave. Also, the ability to monitor mentions like how many times a brand is mentioned and in what tone can help businesses to devise their marketing strategies. They can also track key mentions or information regarding it through blogs, websites, news forums, blogs, etc. The depth of this monitoring support is a key factor to consider for purchase decisions.
Since the Reviews and Reputation Management Software is used by a wide range of sectors like healthcare, hospitality, and retail that are customer-facing, it is essential that the software is compliant with the legal regulations binding that industry and its players. Many times, violations could attract penalties, fines, sanctions, loss of license to conduct business and end up tarnishing a company’s image.
Data protection is a crucial feature that must be designed into a Reviews and Reputation Management Software itself. The software should protect against data breaches or bugs and it should also be compliant with legal regulations and guidelines about the industry the user or the business operates in.
Challenges in Adopting Reviews and Reputation Management Software
The reputation management is very rarely 100% automated and it might require human intervention to analyze the results and make sense of results. This requires special skills as well, and organizations need to invest in such resources to take full advantage. Hence it is very common to employ specialized marketing agencies who can provide this holistic solution.
Training and Support
Even after making the transition to deploying an Online Reputation Management Software, companies need regular handholding and support during the implementation of the software and transition period. Major support is required by users in terms of walking their internal teams through the features of the software and regular follow-ups are also necessary post-purchase so that the internal team has greater ease in working with the software.
Overkill Dilutes Brand Image
Many brands use the review request feature to ensure that their loyal customers give them positive reviews. However too many glowing and positive reviews can end up diluting the brand image and customers may find its appeal fading, which can end up harming the brand’s credibility. Studies back up this fact that the presence of negative reviews also establishes the credibility of a brand in a customer’s mind.
As teams add more locations for monitoring reviews of retail outlets or franchise stores, it becomes more and more complex for the software to monitor reviews and mentions with each new location. A more robust software will have to be deployed for more than three locations so as to ensure that not only are reviews monitored across all the locations but detailed insights on the online profile are also available in a real-time manner to managers.
ROI of Reviews and Reputation Management Software
Northwestern University’s Spiegel Research Center analyzed 57,000 reviews from anonymous consumers and 65,000 from verified buyers of almost 13,500 unique products in a range of categories. The study found that the purchase likelihood for a product or a service was 270% greater than the purchase likelihood of a product with no reviews, which makes a strong case for the software being worth investing in for many companies.