Online reviews: More success with digital recommendations

Crafts 4.0: Online reviews are an important factor for your company's success – not only when selling products and services, but also in online job boards.

This article is part of the special topic Digital Crafts

But how can you achieve good reviews? And how can you deal with negative reviews so that they have a positive impact later on?

Online reviews influence most purchasing decisions today: Around 60 percent of Germans read online reviews often or even before every purchase. This is the Result of a recent study of the online marketplace provider capterra. Therefore 39 percent of German consumers trust online reviews the most – even before recommendations from friends (23 percent), expert opinions (21 percent) and one’s own first impression (17 percent).

Craftsmen must rethink

For craftsmen, this means a rethink: Because Online reviews have now significantly overtaken traditional recommendations from friends and acquaintancesCustomers are increasingly seeking reassurance that they're making the right decision. Personal recommendations therefore usually prompt additional online research—and if tradespeople can't be found there or don't have reviews, other service providers are preferred.

Therefore, Craft businesses build a good reputation on the Internet early on – with online reviews by our own customersGood reviews set tradespeople apart from competitors who have few, no, or poor reviews. Customers also benefit: First-hand information often significantly better purchasing decisions According to studies, Amazon and Google in terms of buyer trust, but also independent services such as Trustpilot, social networks like Facebook or industry-specific rating platforms such as WirSindHandwerk.de play an important role.

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Actively ask customers for reviews

Getting started in the world of online reviews costs craftsmen one thing above all: time. Because first of all a Account on the respective platform. For a convincing external presentation, a meaningful profile particularly important – with Information about your own businessTo products or services offered and to Company philosophyTo take advantage of synergy effects, important online activities should also be linked, such as the own website, Online Stores or Social media profiles.

To avoid getting bogged down in the multitude of review platforms, beginners should initially focus on one online portal – and add more after initial success. A good start is a free listing on "Google My Business" The advantage: With good ratings, companies can simultaneously Findability in local Google search results There are two ways to get the digital recommendation wave rolling: simply wait – or actively ask customers for a review. The latter strategy is usually more successful. For orientation, some criteria can also be specified, such as Reliability, value for money, quality, friendliness or On-time delivery. Craftsmen should not offer anything in return, as "bought reviews" could cast a negative light on the business.

Turning critics into fans

Experience shows that satisfied customers are happy to respond to requests, a to leave a good reviewAt the same time, it is often disgruntled customers who rate businesses without being asked to do so. This should not, however, deter craft businesses from facing customer judgment – ​​on the contrary: Often, it is precisely the professional handling of bad reviews contributes to a positive imageComplaints should be taken seriously. Improvements or special goodies are often from critics to enthusiastic customers.

Craft businesses should take consistent action against Fake reviews or false statements: At Insults, School Criticism or untrue factual statements the limits of freedom of expression have been exceeded. Depending on the case, craftsmen have various options: They can File a criminal complaint or Request the reviewer and/or the operator of the review portal to delete the commentIf the other party is uncooperative, it is advisable to seek legal advice to enforce your claims.

Checklist: Respond professionally to negative reviews

• Respond promptly: You should always respond to dissatisfied reviews promptly so they don't go unanswered. Ideally, within 24 hours.
• Gather information: Collect all information about the client and/or the project internally in advance. This way, you'll be well prepared and have all the facts for your response.
• Respond in a customer-focused manner: Show understanding for the criticism and apologize—even if the actual fault wasn't yours. Make a concrete suggestion for how you intend to resolve the problem in the customer's best interests. Possible measures include, for example, a repair or, as compensation, a discount voucher for the next order.
• Remain committed: Always formulate your response in a friendly manner. Avoid emotional passages and don't accuse the customer. Instead, refute unjustified criticism objectively and with factual knowledge.
• Positive conclusion: Thank the customer for their constructive feedback. Also, let them know that you are available for further questions or a personal conversation.
• Re-rating: After successfully resolving the issue, you can politely ask the customer to provide an updated rating.
• Observe laws: Always consider all legal requirements, such as the GDPR, copyright law and the Telemedia Act, when conducting online activities.

Google My Business Checklist: Create your own listing

To provide customers with To enable evaluation of your business, you can register for free with "Google My Business." Important: You can comment on submitted reviews, but do not switch offFurthermore, Google does not allow for the later deletion of "My Business" listings.