The Way You Handle Online Reviews Can Affect Your Franchise's Reputation

The first thing most folks do when trying to decide whether to try a new product, service, or business is check out the online reviews. Bad reviews, obviously biased reviews, or even too few reviews can all discourage the curious consumer. That’s why franchises, like all businesses, need to pay attention to their reviews and develop a strategy for managing them effectively. 

“Managing reputations in the era of online reviews is critical to any organization’s success,” said Jason Mudd, CEO of Axia Public Relations. “Whether you’re a franchisor looking to attract consumers, franchisees, employees, investors, bankers, or other strategic partners and providers, online reviews have significant influence over public perceptions and brand reputations. 

How Online Review Impact a Brand's Reputation

Search engines, social media platforms, and business directories have made a standard practice of embedding online reviews into their various search results and profiles. As a result, a single online search can create an immediate first impression in the mind of a consumer.

“In today’s highly digital landscape, it’s necessary for businesses to actively employ reputation management,” said Jonathon Reckles, vice president of marketing for CD One Price Cleaners, a franchise-based dry cleaning chain with 40+ units. “The primary reason for this is because most customers search online for local businesses and it’s pretty easy for them to make a determination between a brand or location that has a handful of reviews and those that have tons of reviews.” 

In addition to giving potential customers an immediate impression, online reviews can also impact a brand's visibility in the search engines. Monitoring and engaging with customer feedback is vital for franchises as it boosts their online visibility, demonstrating their high satisfaction and trust levels to potential customers. Properly handling online reviews can even help retain unsatisfied customers. 

“Even when you receive a negative review, it’s an opportunity to restate your brand position and potentially win back a customer by demonstrating to them and to others watching your commitment to excellence and customer satisfaction,” noted Mudd. “In many circumstances, we should authentically thank customers for taking the time to share negative feedback. It’s not always easy and you don’t always get direct feedback from a customer.”

Strategies to Effectively Manage and Respond to Online Reviews

With all the places online reviews can land, simply keeping track of them can be a real challenge. Fortunately, there are tools franchisors can use to simplify this task.

“The best way to employ a reputation management strategy is to find a platform such as Yext or Podium or even some of the more inexpensive platforms that allow you to actively request reviews and respond to them in real time,” said Reckles. “This is especially true for franchise businesses because those looking to invest in a franchise business want to purchase a turnkey operation that has these strategies and levers in place to help manage their business and increase visibility.”

Mudd added that there are a handful of other key strategies to consider for online customer and employee review management. These include: 

• Active Engagement: Respond promptly and empathetically to all reviews, showcasing care and commitment to customer satisfaction.
• Consistent Messaging: Provide clear guidelines for franchisees to maintain consistent brand messaging and tone across all platforms.
• Transparency and Authenticity: Foster a culture of openness to praise and criticism, demonstrating a willingness to evolve based on valuable feedback.
• Training and Support: Equip franchisees with the tools and resources to manage reviews effectively, such as the ReviewMaxer software platform.
• Proactive Reputation Management: Implement processes to monitor online conversations, manage emerging issues, and encourage brand advocacy across the organization.
• Encourage Experiences: Prioritize quality products and services to prevent negative reviews, and encourage customers to share positive experiences online.
• Continuous Improvement: Embrace feedback to drive innovation and exceed customer expectations, building trust and loyalty.

“By prioritizing active engagement, consistency, transparency, and continuous improvement, franchisors can effectively manage their global reputations in the era of online reviews, building trust, loyalty, and long-term brand advocacy,” said Mudd. 

To learn more, check out these related articles: 

• Website Analytics: Understanding Your Franchise's Online Performance
• How To Optimize Your Franchise Website for Increased Traffic and Leads
• The Role of Social Media Integration in Franchise Success