Review Sherpa - Google reviews as CRM channel!

Google reviews as CRM channel

Yester, the first BVMW Business Club since the beginning of the Corona Pandemic took place in the Dresdner Ballsportarena. Prof. Dr. Ralph Sonntag from the HTW Dresden gave a lecture on the topic “Google reviews – an underestimated CRM channel and instrument for customer satisfaction. The presented study was prepared in cooperation with our team. We evaluated the Google reviews of three large sport retailers: SportScheck, Decathlon and Intersport were evaluated. 

After a short introduction Prof. Dr. Sonntag presented the results of the study together with the GNPS, a new key performance indicator (KPI) for the comparability of locations and companies. The GNPS is an adaption of the Net Promoter Scor (NPS) on Google reviews. It compares the reviews of critics (1-3 stars, with text) with those of promoters (5 stars, with text). The more frequent customers write extensive positive or negative reviews, the higher or lower is the GNPS of the location.

Underestimated potential for customer communication

The core insights of the study:

  • The number of reviews has been and is rising continuously – thus their importance is constantly increasing
  • Customers primarily comment on positive and negative experiences during the shopping experience, less on products or prices
  • Companies that manage to offer their customers a good service (e.g. through consulting) have a better GNPS
  • The more reviews a company receives on average, the better the GNPS

Prof. Dr. Sonntag recommends the following actions based on the results of the study:

  • Companies should use the GNPS to rate the performance of their locations
  • Development of an active review management to integrate customer feedback via Google Reviews into customer communication
  • Use Google reviews as a CRM/ communication channel and answer customer feedback 
  • Increase review number and average rating to improve Google listing for better visibility
  • Consider customer relevant topics to improve the review performance of your locations

You can view the complete presentation here.

Review Sherpa- Mood-Bild

During the following question and answer session we answered many questions of the attending 

Entrepreneurs around the topic Google reviews and their management. 

Do you need support with your review management?

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