Igniyte’s Managing Partner, Caroline Skipsey, wrote an expert article for popular brand marketing publication, Brandwatch, on the importance of having an online review strategy.
Caroline stressed the importance of brands and companies having a solid review strategy in place and being proactive in managing their online reputation, rather than waiting until a crisis hits.
Quoting exclusive data on UK businesses and their review strategies from research Igniyte had commissioned, Caroline demonstrated the sheer number of companies in the UK which are trying to deal with online reviews and forum posts. You can take a look at the stats here to find out just how much UK businesses are spending to manage reviews and posts online.
One of the first steps in developing a review strategy is to ensure that the marketing department and customer service function is working together, says Caroline, “The management of offline and online complaints should be consistent.”