The Future of Reviews: What Businesses Need to Know

The Near Memo

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Greg Sterling, Mike Blumenthal, and Sammy Paget of BrightLocal discuss the evolving landscape of consumer reviews, focusing on how consumer behavior has changed over the years, the importance of businesses responding to reviews, and the impact of AI on review management. They explore the future of reviews, the decline in trust, and Google's policies regarding review authenticity, emphasizing the need for businesses to prioritize customer service and engagement.
00:00 Consumer Expectations and Business Responses
02:59 The Importance of Customer Engagement
06:25 Common Mistakes Businesses Make with Reviews
08:24 The Future of Reviews and AI Integration
13:50 Trust and Alternative Sources of Information
17:42 The Role of AI in Review Management
22:43 Google's Trust Report and Review Management
27:27 The Impact of Reviews on Education Institutions
30:49 Final Thoughts on Reviews and Business Practices
Takeaways
•Consumers expect businesses to respond to all types of reviews.
•89% of consumers are likely to use businesses that respond to reviews.
•Engagement through review responses can boost a business's reputation.
•AI is changing how reviews are summarized and presented to consumers.
•Trust in online reviews has declined, leading to alternative sources of information.
•Businesses should focus on delivering excellent service to encourage positive reviews.
•Google's aggressive removal of reviews aims to restore trust in the platform.
•The badge of shame for manipulated reviews may not significantly impact consumer behavior.
•Review responses should be thoughtful and engaging to signal business engagement.
•Businesses need to view reviews as valuable feedback for improvement.

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