Essential Distinction in Online Reputation Management for E-Commerce Businesses
New generations are digital natives that use social media and the internet to source information. As a result the online reputation of a company is synonymous with the real-world reputation. Online reputation management has become critical to companies, especially e-commerce businesses that operate mostly online.
ORM in E-commerce is Critical
E-commerce companies affected by a dented online reputation can suffer lower CTRs (click through rate) and Conversion Rates. In e-commerce brand image perception can make or break the business.
ORM is important for e-commerce in that it can:
- Can help drive down the search results for negative or poor product ratings.
- Manage brand image on the Google search engine.
- Highlight positive reviews and brand associations.
In e-commerce the customer will most of the time search online for the desired product and look for reviews to form an opinion. Online reputation management is all about highlighting the positive and mitigating the negative.
A major component of e-commerce is the lack of actual contact between seller and buyer. Each of your buyers gives you a degree of trust every time they buy something, because they don’t get to check out the merchandise until after you deliver it to them. If you do right by them, you gain a certain level of trust and confidence.
However, one minor hiccup is enough to undo your months or even years of efforts towards your reputation.
If you’re unlucky to encounter an unreasonable buyer who demands the impossible, it won’t matter if you are within your rights to refuse their demands; in the end, you get a negative review. Other people will read it and at least some will believe it.
Offer Your Best Service
The problem with getting negative reviews is that they can’t be removed unless they are defamatory. Usually, it’s hard to prove you didn’t deserve the negative review or rating, and attacking the reviewer can only make things worse.
You can’t control what your customer does, but you can do your part to make sure they are satisfied. Have a good product, deliver fast, and offer a great after-sales service. The occasional bad review or negative comment is inevitable and this should not put you off.
In the end, if the majority of your customers are satisfied with your product and services, then there’s no need to panic. This will not break your business activity. Just keep delivering and give your customers the best possible experience you can give them.