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Dental Tribune U.S.Edition No.4, 2017

a8 I N DUST RY N EWS Dental Tribune U.S. Edition | April 2017 10 do’s and don’ts for generating and monitoring online reviews By Travis Rodgers, RecordLinc DO: 1. Claim your online business listings: There are several review sites for potential cus- tomers to find information about you or your competitors. Claim your listings on as many of these sites as possible. Make sure all information is accurate and con- sistent across all sites and edit your list- ings to include a brief business profile, photos, office hours and list of services. Image/Provided by RecordLink AD 2. Routinely ask your customers to write reviews: If past customers have articulat- ed how pleased they are with the service you provide, ask them to submit an online review that speaks to their positive expe- rience. The most trusted reviews are the ones that provide details. Both customers and search engines want to see if you’ve earned accolades for your service over a period of time. 3. Make your review request personal: However you request reviews — by snail mail or email — let your customers know you value their honest feedback. Ulti- mately, it will help you improve your op- erations and customer service. 4. Monitor your reviews: Online reviews tell you a lot about what customers think about the quality of your service. With- out continual and thorough monitoring, you’re left with a serious blind spot. You can mine this wealth of data to uncover and address recurring service or opera- tional issues — such as difficult parking or personnel challenges. 5. Mention reviews in your customer facing sites: Add those positive reviews to your own website and social media pages. Link reviews back to their original sources. Loyal customers who read these reviews may be inspired to add their own. You can also put tablets or kiosks in your reception area to collect new reviews. DON’T: 6. Send out review requests all at once: It’s important to generate reviews on a scal- able and scheduled basis, not all at once. The power of reviews is cumulative. 7. Solicit or publish fake reviews: Never offer your customers an incentive to write a review or create testimonials. This is un- ethical and will lose credibility for your company. In fact, review sites are becom- ing more savvy about false reviews and may remove them. 8. Ask disgruntled customers to review your organization before you’ve resolved their issues: It’s wise to resolve issues prior to requesting a review. Once the issue is resolved, you can request that the cus- tomer write a review about how you ad- dressed the problem. Often your fiercest advocates are initially unhappy custom- ers whose problems you’ve solved. 9. Ignore negative reviews: Negative re- views can put your reputation on the line. But you can control the outcome. Your best defense is a good response. Custom- ers want to see how you handle the situa- tion when things go wrong. If appropriate, offer to handle the issue offline. 10. Try to remove negative reviews: If you can’t resolve a customer’s issue and turn a negative review into a positive one, let it go. Attempting to remove a negative re- view can aggravate the situation and lead to additional negative comments. Focus instead on building a wealth of positive reviews. To learn more about how you can im- prove your business’s online reputation and drive revenue, email Travis Rodgers at RecordLinc at travis@recordlinc.com.

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