Convenience Store News - July 2017 - 74

REPUTATION
MANAGEMENT
Star Ratings and Reviews Keep Customers Coming Back for More
When you think of reputation management, you may consider
it something of a calculated band-aid for brands overcoming
a public relations nightmare. Now that consumers, and not
marketers, are the owners and mouthpieces of brands, the
need for businesses to actively monitor, assess and manage
how they are perceived in the retail space should be considered an integral part of any organization's day-to-day operations.

Beyond the 12 million drivers who use GasBuddy every
month, your star ratings are prominently featured in results
on search engines such as Google. In fact, having a star rating
and customer content associated with your location elevates
your brand to the first page of search results, so it's especially
important to keep that rating strong.

Why is Reputation Management So Important?
Reputation management is a relatively new concept for the
fuel and convenience store industry. Vocal consumers, such as
GasBuddy's app users, armed with smartphones and constantly on-the-go, are sending compliments and complaints
alike through public outlets, bringing a new and unprecedented flow of feedback. The fuel industry in general has been behind in both soliciting feedback and using it to drive business
decisions, so it's important for retailers to employ a tool, such
as GasBuddy Business Pages, to meet-and exceed-customer expectations.
Consistency and a superior customer experience are just
the starting points for reputation building. The largest and
most successful organizations have mastered managing their
reputations. Their reputations precede them when entering
new markets and serve as an asset when capturing consumers, who already believe they will receive a quality product or
experience based solely on word of mouth.
How GasBuddy is Changing the Fuel Industry Status Quo
Once a tool for drivers to find the best gas prices in their area,
the GasBuddy app is not just about fuel anymore for on-thego convenience store consumers. Through the ratings and
reviews capability within the app, GasBuddy gives drivers a
forum to share their customer experiences with fellow travelers. The app now boasts nine million ratings for stations all
over the country, and our users have stated that star ratings
and written reviews (and consumer/brand interaction) are important to them when determining where to fuel up and shop.
Results of a recent GasBuddy consumer survey found:
74% of GasBuddy users actively rate stations and
c-stores; 75% find ratings and reviews helpful when
choosing where to stop.
69% of users wouldn't consider visiting your store if it
had less than three stars.
80% would consider returning to a store if they received a personal response to their complaint.
72% would consider revisiting a store if their complaint
was resolved quickly.

GasBuddy Business Pages Offers Solutions for Retailers
GasBuddy understands the growing need for fuel retailers and
convenience store chains to monitor their online presence
and seamlessly become part of the conversations that their
customers are already having. With GasBuddy Business Pages,
you can keep an eye on your ratings and reviews in real time
and respond to inquiries that require attention. Responding to
reviews by taking action is a great way to learn from and build
goodwill with your most vocal customers. You also have the
opportunity to leverage custom ratings in the app to test new
products or services, or inform and enhance your existing
mystery shopping programs to ensure brand compliance.  
The platform also provides in-depth data and reporting on
customer interactions and feedback, competitor benchmarking, foot traffic and more, empowering departments across
your organization to make data-driven decisions and create a
better customer experience.
How is this changing the game? Before ratings and reviews
became prevalent, unhappy customers just wrote off a store
or a whole brand, as customers can churn on a single poor experience. Even if they had an outlet to voice their complaints,
retailers had no way to manage their reputation with a direct
response to the customer, or to communicate that they are
taking appropriate action to fix the problem. It doesn't have to
be complicated-check out the infographic on the following
page for five steps your brand can take to build and manage its
online reputation.



Table of Contents for the Digital Edition of Convenience Store News - July 2017

Contents
Convenience Store News - July 2017 - Intro
Convenience Store News - July 2017 - Cover1
Convenience Store News - July 2017 - Cover2
Convenience Store News - July 2017 - 3
Convenience Store News - July 2017 - 4
Convenience Store News - July 2017 - 5
Convenience Store News - July 2017 - Contents
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Convenience Store News - July 2017 - Cover3
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Convenience Store News - July 2017 - U1
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