GBP Review Management - Best Practices
Google Business Profile (formerly GMB) makes it easier than ever to play an active role in your business’s reputation management. By responding to both positive and negative reviews your business can build trust, strengthen brand identity and boost its ratings.
A study by the Harvard Business Review revealed that when businesses responded to customer reviews, regardless of whether they were positive or negative, the businesses’ overall ratings improved.
Effective GBP Review Management
In Google’s own words: “Keep your responses useful, readable, and courteous.” To most effectively reply to GBP reviews, follow this guideline.
Things to Remember
- The most effective replies are short and sweet. Potential customers are less likely to read long content. When they don’t read it, you are missing an opportunity to show your current and potential customers how much you value their business. Keep your word count to 150 words or less.
- Each interaction should be human. Use their name and sign off with your own name and job title.
- Show off your brand personality in a friendly and natural way. Sales or scripted text will sound insincere.
- Repeat back what the customer has said so that they feel heard.
- Replies should include actionable items - even in positive reviews.
- Include keywords and NAP (name, address, and phone number) whenever possible.
Positive Reviews
- The keywords ‘wine store’ and ‘wine tasting’ were included
- The location was included
- The customer was thanked and addressed by name
- Genuine appreciation for Susan’s business was demonstrated
- The reply provided value by telling Susan about an upcoming event - which will be read by multiple people
- The reply was signed off with a name and job title
- Jeff asked her a question which shows her opinion is valued
- He gave her an email address to contact
- The reply was short and sweet
Negative Reviews
A negative review won’t scare away potential customers if it is dealt with responsibly but a poor response will. Lead with your head and not with your heart when it comes to negative reviews.
Responding to negative reviews can be a powerful strategy to show customers you value them. Research has shown that if you solve a customer complaint, 96% of the time that customer will still be willing to do business with you.
In your response to a negative review, you should sympathize with the customer and put yourself in their shoes. Don’t place blame but own up to your mistakes.
Try to move the conversation off Google Business Profile by giving the disgruntled customer a phone number or email to reach out to.
For example:
Hi Susan, we are so sorry to hear that the Malbec wine tasting event did not meet your expectations. At Tom’s Wine Store we always strive for customer satisfaction. On “Wine Nights” we bring in industry professionals, a band, and unique wine pairings to educate our guests on the varietals in our region. However, we are always striving to improve! Please send me an email at [email protected] to discuss which dishes you think would be a better fit for our wine tasting events. Sincerely, Jeff - Store Manager
Takeaways:
- Jeff sympathized with the customer
- The keywords ‘wine store’ and ‘wine tasting’ were included
- The customer was addressed by name
- The reply demonstrated that customer satisfaction is important to Tom’s Wine Store
- The reply was signed off with a name and job title
- Jeff asked Susan a question which shows her opinion is valued
- He gave her an email address to contact him
- Jeff offered to move the conversation off of GBP right away by giving her an email
- The reply was short and sweet
Reviews give business owners an opportunity to engage with their customers in a highly personalized way. By following through with an effective GBP review management system, you can showcase to potential customers that you truly care about their customer experience, protect your reputation, and build a strong brand identity.
Did you know Conscious Commerce Corporation now offers Review Management? Book a call to learn more.
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