What Happens When Customers Search Your Brand Before Buying?

Customers also notice patterns.

One complaint about slow delivery may not matter much. Twenty recent complaints describing the same problem are harder to ignore.

Negative Reviews Are Not Automatically a Deal Breaker

A completely spotless review profile can sometimes look unrealistic.

Customers generally understand that businesses make mistakes. What often matters more is how those mistakes are handled.

A professional response demonstrates that the company is listening.

An aggressive, dismissive, or copy-and-paste response can have the opposite effect because the response is not written only for the original reviewer. Future customers will read it too.

Good review management therefore serves two audiences: the unhappy customer and everyone researching the company afterward.

Customers Compare What the Brand Says With What Others Say

A company may describe itself as reliable, affordable, experienced, or customer-focused.

Customers want evidence.

They compare those claims with information found elsewhere.