What is review management?

What is Review Management and how to create a review management strategy

Table of Contents


Reviews constitute an important part of the growth of any business for a variety of reasons. While positive reviews help portray a business in a positive light, negative reviews highlight gaps that businesses need to work on. Nevertheless, irrespective of the nature of the reviews, the credibility of any business lies in what people say about them. In order to understand, analyze, and act upon reviews, review management plays a crucial role. 

Let’s take an example of two different businesses, one with 5 reviews and the other with 0 reviews. If, as a customer, you get to pick between availing a service or buying a product from either of these businesses, which one would you choose? 

It’s obvious that you would find the business with 5 reviews to be more credible, and would pick that business. In fact, the purchase likelihood of a business with 5 reviews will be 270 percent more than the business with no reviews. This is how online reviews impact the sales of any business. 

What is review management? 

Review Management is defined as the process of managing reviews gathered across different review platforms. The process includes monitoring reviews, responding to reviews, generating more reviews and filtering out fake reviews and dealing with them. 

Review Management should be an essential part of all businesses in this day and age. Studies show that almost 90% of customers refer to reviews before finalising a product or service. This tells us how important it is to build up a business’s reputation online. 

Imagine you wish to buy a product. You go online, check a few review platforms and see that the reviews aren’t as good as you would want them to be. You probably are not as excited about buying that product as you were before reading the reviews. You now start to look for alternatives. If these alternatives have better reviews then you will most likely choose them over your initial choice. In other words, you chose the competitor over the original choice. 

Similarly when finalising your business’s services, if the reviews aren’t good enough potential customers will turn away from your doorstep. 

How exactly do you establish a review management strategy for your business and what are the benefits of doing so? 

Benefits of having a review management system

1. Builds trust

The supreme manner to build business credibility is always suggestions received by customers through family and friends. However not every person known to a customer has had similar purchasing experiences and they thus turn to online review channels to get an opinion before finalising on a product or a service. Studies show that upto 80% of customers indicate that they trust consumer opinions posted online. Thus, it becomes imperative that you have a presence online and that customers are actively engaging with your online presence by leaving reviews. Online reviews increase trust.  

2. Increases brand reputation and credibility

Potential customers not only notice how much positive reviews your business has received, but also how you respond to negative reviews. The manner in which you tackle negative reviews sets a precedent for your business’s ethics and values. It represents that you care about customer experience and take feedback seriously. A review management strategy will help you identify negative comments and respond to them timely and in a respectful manner.

3. Improved customer satisfaction

As discussed above, how you respond to reviews is as important as gathering reviews. Whether it is a negative review or a positive one, the way you respond to the comment will demonstrate if you are willing to learn from the customer feedback and if you take the customer feedback seriously. The manner in which you respond to these comments will establish that you care about customer experience. When guaranteed that the customer woes have been noted and dealt with it helps with improving the customer satisfaction as well.

4. Helps with SEO

If a positive review or news about a specific brand or product would go viral, it attracts a lot of attention. Having a positive recommendation online or having many people talking about your product naturally increases your business’s web traffic.

5. Get easy UGC ( User-generated content)

You can use the testimonials and reviews left by your customers to strengthen your marketing strategy. Strong and positive reviews can drive more customers to your business and using these will do wonders for your business’s reputation and also drive engagement. 

Why Review management?

  • To ensure a smooth implementation of the review response strategy: Responding to a review doesn’t mean engaging in a back-and-forth conversation; it should focus on addressing concerns (in case of a negative review) and exhibiting appreciation (in case of a positive review). Irrespective of the nature of the reviews, you must know how to respond to reviews. Ignoring reviews, however, is a big no-no. 
  • To resolve customer issues and enhance customer experience: Reviews act as a transparent medium to interact with the customers, understand their concerns, and solve those accordingly. As you delve deep into the problems faced by customers, you will realise the need for change or improvement and implement those changes, thereby enhancing the customer experience.  
  • To get rid of fake reviews as they arise: It is easy to spot a fake review, in the case you haven’t served a particular customer before, or received very rude remarks on a customer’s end. If you feel that the reviews don’t meet Google standards, then feel free to flag those. 
  • To demonstrate to your customers that you care: Review management is an important component of your reputation management strategy as delivering good service isn’t what you should strive for. You must also tell your customers that you’re at their service even after they’ve engaged with you. That’s the mark of an evolving entrepreneur. 
  • To generate more reviews: It’s simple: good reviews generate more reviews. Always encourage your customers to leave reviews. The more reviews you have, the higher you’ll chart in the search results displayed by Google. 
  • To add value to the brand perception: With honest reviews, you’ll understand what’s working in your favor and where you’re lacking. Knowing the same, you’ll make changes in your products and services accordingly, thereby enhancing your brand. With better reviews, you will have lesser bottlenecks and this will result definitely improve the way your brand is perceived by your audiences. 

Online review management, however, is not online reputation management. Reputation management is a broader concept and review management is a part of it. These differences will help you understand the two concepts in a better light. 

Review Management vs Reputation Management

review management

Quick tips for a successful review management process 

In order to ensure better review management for your business and its growth, keep these tips in mind: 

#1: Identify the top review sites 

To begin with your review management process, the first thing you need to do is identify the sites that have a larger audience and can have the largest impact on your business. Make sure that the review sites you pick are relevant to the industry you serve and have the right target audience. Google, Facebook, Yelp, and Yahoo are some of the most common review sites that you can target, while also looking for some industry-specific review sites that serve your purpose. 

#2: Claim your business on the selected review sites 

Once you know what review sites will work best for you, it is time to claim your business on those. By doing so, you will have authority over your business page on those sites and manage those accordingly. Each review site has a different process, so make sure you are well-versed with the same while claiming your business. 

#3: Learn to respond to negative reviews and identify fake ones 

Responding to reviews on the review sites is a crucial aspect of maintaining a positive online presence of your business. Doing so will demonstrate that you care what people think about your brand, which will only build trust with your business. It is quite natural to believe that not every customer can be expected to have a satisfactory experience with your business. There will be some customers who will not be happy with your service and will express the same in the reviews that they leave. In such a case, you need not panic and handle the situation in a calm manner. You must respond to negative reviews, with the purpose of solving the issue from your end and making things right. If, however, you feel that the language in the comment is offensive or if the reviews seem fake; then you can simply flag it and request it to be removed. 

#4: Have a strong review management strategy in place 

To be able to manage your reviews effectively, you must have a review management strategy to act upon. Before formulating the same, you must keep these aspects in mind:

  • The frequency with respect to responding to reviews (How often will you be reviewing the sites)
  • The team members assigned for the job (You need to have a team for the same)
  • Prioritizing reviews (Focusing first on the reviews that will reflect a positive light on your business)

#5: Invest in a review management software 

If you are new to review management, it can be overwhelming and time-consuming for you to individually request reviews from your customers, monitor reviews on different review sites, and respond to individual reviews. To manage these tasks, you can invest in good review management software that will help you perform your review management tasks under one single platform. 

To Receive notifications every time someone leaves a review

  1. Go to settings > Manage Teams

2. Corresponding to the user name select the three dots under action and then select manage notifications.

3. Under Reputation Notifications select the boxes email notification and desktop notification 

To respond to all reviews 

Upon selecting reviews you will be able to see all the reviews left by your customers for your business. The top panel will show you the total number of reviews received, along with the average rating received. 

Beneath the top panel, you will find all the reviews you have received across Facebook and Google. These reviews will display the name of the reviewer, the rating they left, and the review.

Underneath each review, there is a ‘reply/edit reply’ button. To leave a reply to the review received select ‘reply’ and type in your message. Once done click on ‘Done’. If you’ve already left a reply you will see that the button says ‘edit reply’. Select ‘edit reply’ if you want to change your response. Once done select ‘Done’. 

How Emitrr’s capabilities can help you achieve your review management goals

Emitrr is a platform that enables its customers to track reviews, send review requests (both manual and automated), and respond to reviews, with just a click of a button. With this capability, you can manage your reviews from multiple review sites, without having to frantically check every single review site. The image below shows what your dashboard will look like: 

review management


Review management, in this digital world, is something that needs your attention. It is something that will build your credibility in a sea of competitors, help you reach out to a larger audience base, help improve your online reputation, and above all, assist you in reaching your business goals. So, if you are looking forward to fast-tracking your growth, then book a demo with Emitrr and transform your business. 

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