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Reputation Management Solutions *

Market Summary – Reputation Management

Market Overview

Reputation Management Solutions or Review Solutions exist in multiple forms and are designed to solve various industry needs. Whether your company or location wants to aggregate and analyze its reviews from numerous sites or take a holistic approach to managing its digital reputation, one or more solutions likely exist. The feature sets within these products encompass everything from gathering and encouraging customer reviews to deep analytics across all review sources combined with market communications through multiple channels.

Marketplace Context

Capsolve’s research uncovered more than 109 solutions that at least track reviews or gather one or more forms of customer feedback, typically from surveys, ratings, or reviews. However, these solutions vary significantly across the industries covered. Most offer basic functionality to gather customer feedback, while a small set of solutions provides a comprehensive reputation management solution to their subscribers and clients.

Most existing solutions are part of another software solution or a module within it. A select few are fully functional solutions centered around guest experience management. The key to finding the best property solution is understanding its business needs and how you want customer feedback to play a role.

Capsolve categorizes Reputation Management Solutions based on three primary areas – Guest Experience, Marketing, and Operations. However, the value of these solutions is often applied across functional responsibility areas within organizations. Simply stated, companies can apply any learning from guest feedback and improve nearly any business area. Capsolve goes a step further as part of this categorization and includes categorization based on the actual type of product that includes the Reputation Management functionality.

Sales & Marketing Considerations

Numerous opportunities exist for applying these solutions to drive business performance. Basic customer input may be gathered through surveys, reviews, ratings, or social channels and then analyzed at any level of complexity to understand Customer Voice and Marketplace Feedback. Furthermore, this data and any resulting analysis could support product development, employee reviews, incentives, operational improvements, and many other facets of your company.

The data may even become useful for your customers as they decide how best to choose or apply your product to their needs. Keeping these data sources in context is important, as is not overextending their applicability or validity. Your particular company will also need to remember key aspects of the true data source, data volume, and how to manage the statistical elements of the data. An example of this is eliminating unusual or uncharacteristic anomalies and not allowing them to influence business decisions inappropriately.

Current Trends

The following suggestions are founded on practical principles and quickly find solutions to real-world issues and opportunities. These trends, and others that eventually replace them, may be useful when considering your purchase of Reputation Management Solutions within these industry segments.

1. Review information and the use of it is becoming more prevalent with businesses.
2. Published customer feedback is affecting more areas of company operations.
3. What would you do differently if you could rewrite how people interact with your company, whether it is within selected or all customer segments?

Questions for the Future

As you ponder the future and what Marketing & Technology needs you may have, here are some questions your business may want to answer:

1. How will your company internalize customer feedback, and what forms will be helpful?
2. What control does your organization seek when interacting with customers or guests who have purchased from your business?
3. How public will you want your customer feedback discussions for various facets of your business operation?
4. Where are the lines drawn for customer input, business response, and data privacy?
5. What is the best combination of review features given the uniqueness of my business?
6. How will my business interact differently with customers due to review information and customer discussions?
7. What information or expertise sources could I rely upon to keep me aware of improving or declining consumer perspectives?
8. How could I estimate the financial implications of either an investment or divestment in capabilities or business processes?
9. How will my business manage the new responsibilities and systems that arise from review interactions with customers and employees?

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About this Report

This document reviews the marketing information and capabilities of this category’s solutions and the surrounding technology ecosystem. It contains original content written by Capsolve to provide a perspective of current trends affecting one or more of the hotel, restaurant, golf course, and country club industries. The analysis covers a statistically significant portion of the previously defined category marketplace.