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.
The core insights of the study:
Prof. Dr. Sonntag recommends the following actions based on the results of the study:
You can view the complete presentation here.
During the following question and answer session we answered many questions of the attending
Entrepreneurs around the topic Google reviews and their management.
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