Probably most Google My Business (GMB) location owners never thought about centralizing their review management – because they only have a single location. One location can be easily handled by a single user via the GMB platform. But it is different if there are 50, 100 or more locations that need to be processed. But what are the alternatives to a local review management? A central one. In this blog post we want to discuss the pros and cons of both types of review management.
The best thing about local review management is the knowledge of the employees responding to reviews. They know everything about their workplace what allows a quick and accurate answer even to specific or awkward topics. Additionally, there are no time-wasting query processes which leads to a short response time. A local review management is the standard way to go. It requires a lot of planning and scheduling to ensure that no relevant reviews are overlooked, especially for locations that receive reviews irregularly.
Let’s assume a company with 100 locations receives an average of 3.000 reviews per month. All these reviews must be read and answered. This corresponds to 1 review per location per day and binds an employee for 5 minutes per day. So we have around 500 minutes of labour bound for review management – each day. That corresponds to 250h hours each month. If we assume a rotation time of 1 minute, the number increases to 350 hours each month – or in other words, the labour of two full-time employees.
In contrast to that, a small team working with a central review management can work much more efficiently. First of all, the content and topics of the most reviews are quite similar and the responding doesn’t require further insights. This enables an experienced team to respond quickly and independently. A comprehensive information pool can help to minimize queries within the community management team by providing answers to all general and trivial topics. And if a problem requires further information, it can be requested via phone without the need for on-site employees to spend more time on the subject. These economies of scale minimize processing time, which is especially interesting for big companies with a lot of locations and reviews.
Let’s look at our example again. Two employees receive a half-day training course – refreshed every three months by a 1-hour webinar. That results in 1.400 hours of bound labour within the first year. That is enough to ensure a professional communication within the reviews.
A central review management minimizes the implementation and training costs and increases the quality of the processing through constant learning by the employees.
Another option is the outsourcing of the review management to a service provider that can respond quickly at any time, even at off-peak hours and on weekends.
The documentation of the customer feedback within the reviews is essential for a proper communication strategy to ensure customer satisfaction and loyalty. By analysing the customer opinion companies can figure out what makes customers change their ratings for the better and create individual and customer friendly strategies.
The risk of important topics may not be communicated ‘upwards’ and thus go unnoticed is higher with local review management. A central review management provides a proper overview of customer opinions, relevant or critical topics, frequencies and much more. This enables companies to identify local and global trends as well as problems at an early stage and react accordingly.
|Local Review Management||Central Review Management|
Looking at the pros and cons we recommend that companies with a lot of locations and reviews implement a central review management. But what is the right tool? Many review management tools are not designed for co-working in big community management teams. This can quickly lead to duplicate processing, cumbersome communication and misunderstandings which leads to an inefficient and error-prone processing.
One reason for that issue is the fact, that most of the known tools have review management only as a part of a much bigger software.
Our answer to these problems is – of course – our own tool Review Sherpa. The tool was developed in close cooperation with an experienced community management team with the focus on Google review management. It is designed to enable big as well as small teams to work at the same time in the same environment. Thanks to a wide range of internal communication options, a clear system structure and a high usability for both, the team and the individual review manager, we can guarantee high efficiency and intuitive workflows at any time. In addition, we offer a lot of useful insights for the company and the single locations.
Review Sherpa is continuously optimized based on user feedback to provide the best possible application. For example, to various new features and automations we were able to sustainably reduce the average processing time per review.
In summary: Central review management is worthwhile for companies with a lot of locations and reviews. A consistent brand presentation, cost efficiency and the opportunity to show the customers the appreciation they want – all of these points where covered by a central review management.
Do you want your review management team to benefit from the advantages of Review Sherpa? Then get in touch with us and arrange a demo presentation!