We sometimes come across review mechanisms that exclude stakeholders other than immediate 'verified' customers from writing a review. This is a bad idea - firstly because the regulators don't like it: the CMA clearly states that...
- A supplier to the business
- An employee of the business
- A past employee of the business
- The husband or wife of a person who had used the business
- The legal representative of someone who had used the business
- Someone who had first-hand experience of a business but, for some reason, never became an invoiced customer
The solution
We can hear some of you - quite understandably - saying 'Seriously? You wan't me to open my business to criticism by just any Tom, Dick or Harry?'
No. we wouldn't recommend that - ever (unless you run a perfect business and also think every single consumer of the planet is perfect as well). As regular readers know - and our clients have proven, year in year out - the answer is to adopt a moderated review management system.
Moderation enables a business to open itself up to reviews from whatever quarter - all the time - in the secure knowledge that the individual moderators who read every review before publication will identify...
- reviews that contain errors of fact
- reviews that contain statements likely to mislead those who may rely on them
- reviews that contain profanity or unwarranted accusations of law breaking
- reviews written by competitors
- reviews that are 'fake'
That's what we do for our clients. And it gets great results for great businesses, with reviews on their own websites and reviews to Google, safely and - most important of all - credibly.
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