Customers read reviews to reduce the chances of being disappointed, or at least decrease the degree to which they will be disappointed.
Reduced search time
We are faced with far too much information to spend time researching every possible option for a hotel or a place to eat. Social review platforms present information clearly in rankings or star ratings which make it easy to choose a venue which is more likely to provide a good customer experience.
Nobody wants to regret parting with their precious disposable income these days, so looking at other people’s reviews helps to avoid that.
Peer influence is significant when customers choose one venue over another, even though they may have never visited it before. Reviews can create or reinforce a communal spirit and influence the buying decision.
Dedicating time and resources to managing customer reviews can only benefit restaurants and hotels. All customer feedback is valuable, even if it’s negative, as you can learn from it and improve your products and services and sell more as a result. And as stated above, customers who see good reviews for your venue are more likely to choose it. In fact, a survey by Anderson and Magruder revealed that higher Yelp scores help restaurants sell table 19% more frequently during peak periods. Finally, you’re only as good as your reputation so efficient customer review management will help preserve your brand reputation and ensure the sustainability of your business.
Just being able to manage reviews isn’t enough for a hospitality business in today’s competitive marketplace where consumers are more careful about the money they spend. Here are some of the features to look for in a review management software, if you want to gain deeper insights and valuable nuggets of data to help you stand out from your competitors:
- Easy to use
- A single, clear dashboard
- Response and feedback management
- Real-time notifications
- Analytics and insights
- Exportable data and reporting
- Excellent customer support
- Integration with your other back-office management software for cross-business analysis