Yesterday, 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“. He prepared the underlying study together with our team. For this purpose, the reviews of the Google locations of the three large sporting goods retailers SportScheck, Decathlon and Intersport were evaluated.
After an introduction to the topic of Google reviews, he explained the results of the study and introduced the Google Net Promoter Score (GNPS) as a new key figure for the comparability of locations and companies. The GNPS compares the reviews of critics (1-3 stars, with text) with those of promoters (5 stars, with text). The more often customers wrote extensive reviews in the positive or negative range, the better or worse is their GNPS.
The core statements of the study are:
Prof. Dr. Sonntag derived the following recommendations for action from these results:
You can view the complete presentation here.
In 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?