We live in a digital age in which the public have a significant opportunity to voice their opinions about products, businesses and brands through online reviews.
While companies may or may not invite their customers to do this by offering the chance to leave reviews on their own websites, there are also a host of websites such as Yelp, Google, TripAdvisor, Twitter and Facebook that give the public a chance to make their views heard whether businesses like it or not.
In our report Tricky Waters: how retailers can safely navigate the world of online consumer reviews we demonstrated the potential of online reviews to impact a business’ sales, but what affect do they have on its reputation?
Based on new Populus research, this follow up to our original study Your reputation precedes you: why online reviews should be a key focus for business aims to answer this question by taking a look at the extent to which online reviews shape public and consumer opinions of businesses and brands, as well as how their impact stacks up against other key opinion drivers.
We also discuss why businesses should be making online reviews a key focus and how they can use them to improve their products and services.