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Marketing your positive reviews is a highly effective means to influence consumer behavior. Sharing some of your positive reviews with an unsold prospect can absolutely make you more approachable and help you to earn their confidence. Leveraging positive reviews to win appointments and close sales is a good thing, but it is far from the ONLY thing!
Earlier this week the Los Angeles Times ran a story about Online Reviews that I’m afraid passed most marketers right by without notice. The reason? It had EVERYTHING to do with the importance of Online Reviews and NOTHING to do with marketing them!
For the third year in a row, Red Roof Inn has been awarded the highest customer satisfaction score among economy hotels in an analysis by MarketMetrix, a hotel market research company based in the Bay Area. They attribute their high score to a consistent effort to follow and respond to online reviews.
Why the “Cheap Plug?” Red Roof Inn received consistent feedback that outlets in the rooms were too far from the nightstand for travelers that rely heavily on their personal devices in the late evening and early morning. Their customers were making a consistent request; Red Roof heard them and responded.
"It's a simple thing, but it's extremely meaningful to the traveler," hotel chain President Andy Alexander said.
What are your customers asking of you? Are you closely monitoring your online reviews with the intent to improve your product and service offerings? What is the most often repeated complaint/opportunity for improvement from your customers? Most importantly, what steps are you taking to improve in that area?
Pay close attention to the patterns in your online reviews and take them to heart. A “Cheap Plug” may earn you a very valuable future endorsement!