No matter how solid you think your credibility is, there is one important thing that can damage it instantly:  customer reviews. 

In the last edition of Webability Trends, we discussed the power of the web for online networking.  In this issue, we want to remind you that your customers are also networking over the Internet.  They are trying products, posting reviews, participating in forum discussions, and ultimately building or destroying brands.

It’s important to your online credibility to give your customers a voice – through forums, blog comments, or even a rating and review section on your website.  By providing your customers or site visitors with an outlet, they can morph from a satisfied customer into a raving fan, which makes your credibility soar.

Now for the perceived downside of community discussions about your products or services:  What if people say negative things?  Even the best companies get a few negative reviews from time to time, but you can easily turn them into an advantage. Appoint a dedicated online reputation manager to seek out potentially harmful ratings, reviews, or comments in order to resolve them.

Nothing impresses site visitors more than seeing an online complaint resolved quickly and to the benefit of the customer.  If someone posts a bad review, you follow up with a post to resolve the complaint. For those few complaints about your site, potential customers will also see concerned responses from dedicated customer service representatives. 

As we mentioned in a previous issue, Web 2.0 is the new standard for online communication, and you should use it to boost your online credibility. In addition to allowing customer reviews on your site, start a company blog and let your customers make comments on it. Or produce a monthly podcast about the latest developments your company has to offer.

From social networking to reviews, it’s imperative to your web presence and online credibility to get your customers and site visitors talking about your products or your company.