The hotel team devotes an hour and a half a day Liveod to manage the opinions that the hotel’s users pour over the Internet. “Honestly I’m more worried now about the reviews coming my way tripadvisor or the 8.7 out of 10 that I have Ticketing than the three stars awarded to me by the competent tourism institution,” explains Daniel MayCEO and founder of the hotel.

Why give so much power to the online rating system? The answer makes it easy AlexanderFerrariCountry manager of the multinational company of French origin Verified reviews. “It’s a very powerful tool to build trust with other users and increase conversion rate.”

A great word of mouth

Ferrari assures that, according to statistics, more than 95% of buyers look online before making a purchase and that 63% of them ultimately choose websites that show the opinions of other users. The system of ratings and scores would therefore be a further step in the natural evolution of the digitization of the economy.

The mechanism is so powerful that it eclipses experts and compares it to traditional “word of mouth” that is already beginning to affect both online and offline environments. “Between 80% and 85% of the businesses that use our services are e-commerce businesses, especially in the retail tradebut there are also more and more companies such as beauty centers, fashion centers or clinics,” says Ferrari.

filter systems

Suspicion sometimes arises with the credibility of opinions and the filtering system that mangled negative reviews. Ferrari recommends not doing it “because nobody will believe that everything is wonderful in your company and because you are wasting a tool whose purpose should be to get to know customers and to satisfy them.”

“Your relationship with the customer used to end with the purchase of a product or service, now it starts from that moment,” he says. Ines Munoz VidalCEO of your music truck.

However, it would be unfair to say that the practice of steering opinions is common. Most startups are squeamish, especially with business models that are based on trust. A) Yes, Dhiren ChatlaniCEO and co-founder of relendo , a platform for renting items between people in the same area, explains how they are regulated before adding users to their database. “First we verify the phone and contact them to check if the profile is real, we also ask for the DNI or passport number for those making transactions and then we collect the opinions and reviews so that each user can have their own Tenant community created. For us it is very important and of course we take that into account and spend a lot of time on it. We have a person and a half dedicated to that.”

The management of opinions

And while not all criticism is fair, the best way to combat it is obviously not to single it out. However, since it seems impossible to avoid negative comments in a democratic society, which is encouraged by criticism rather than flattery, it is prudent to manage these negative opinions before they take relevant positions in search engines. This means creating more positive perceptions and inking them or entering into negotiations with the customer to divert opinion. Seeking the friendship of search engines like Google, given their resistance to exercising the right to be forgotten, is therefore one of the maxims of online reputation.

Two models for capturing opinions

On the other hand, although many users limit themselves to consulting the stars, the textual opinions are most appreciated. Therefore, everyone strives to grasp it. The formula followed by verified reviews, partner and official provider of Google and Bing, according to Ferrari, consists in “contacting customers with every transaction. We send them a survey asking them about the shopping experience and the product right now. We return this information to the company to help them improve their SEO positioning, conversion, online reputation and give them greater visibility on Google. It differs from the business model of Tripadvisor or Booking, for example, because here they are the ones who store the information with the content, so you have to check the reviews on their website. That way they ensure flow while customers lose it.”

The higher the critical mass, the lower the vulnerability

“The key to not fearing ratings so much is a critical mass – explains Inés Muñoz – when the crowd is still small, 2 negative opinions can destroy your business, but their weight becomes more irrelevant as your users grow.”

Daniel Mayo shares this view. “When you’re young it matters a lot what they say, but when you grow up you add a story with opinions that counteract that.”

On the other hand, Mayo also recognizes that the user is becoming increasingly aware of the force they are absorbing in these systems and sometimes resort to pressure measures. “It’s a bit of a slave because you’re forced to always get along with the customer, but it’s also a good sales tool and the best way to analyze your customers, monitor them and make quick decisions with constant trial and error that keeps the startup mentality alive”.

And yet…everyone loves her

Daniel Mayo’s conclusion is shared by all respondents in each segment. “I think it’s good that good work is rewarded and bad work is punished,” says Inés Muñoz. Also Marta Romero, CEO of the job platform worktodayapp understands that this is a way to value employees. “We’re not going to value professional excellence as much as someone who just covers the file. What they need to be are systems that are always run with honesty and sincerity.”

company management