Reputation Management using WebExtract

Consumers are increasingly leaving reviews online & new consumers are reading the reviews to make purchase decisions. Hence, it becomes essential for brands to manage their online reputation. Brands can do this by understanding the key issues driving the low ratings, addressing the key issues through improved communications/products/services, and responding to the low-rated reviews.

Let us take the example of Apple AirPods Pro (2nd Gen) to see how Reputation Management can help.

The product has had 523 reviews since its launch in September 2022. As shown in the link here – the user can filter reviews with negative ratings or sentiments & understand topics driving the negative sentiment.

Key issues like return policy can be solved by providing better communication, while issues like noise cancellation can be solved through product innovation

Customer service agents can review low-rated reviews grouped by topic, reach out to customers, and address their concerns. For example, in the following graphic, the agent can filter for comments related to return policy, understand customer concerns, and respond to them.

Brands that manage their reputation on an ongoing basis would see their topline growing. WebExtract can help identify product drainers that lead to lower ratings and group reviews by each drainer. See this 30-sec video on how to do this

For more information on WebExtract, visit WebExtract at SetuServ.

Competitive Benchmarking using WebExtract

Consumers are increasingly turning to online reviews to make their purchase decisions. Brands can also use this rich data to glean insights into their and competitors’ products. Such competitive benchmarking allows brands to understand the strengths and weaknesses of their products. Brands can use strengths in marketing/communications, and weaknesses in prioritizing ideas for product innovation.

Let us take the example of Apple AirPods Pro (2nd Gen) and Beats Fit Pro. While the lifetime ratings of Apple AirPods Pro (2nd Gen) and the Beats Fit Pro are high (4.5+ out of 5 stars), comparing ratings with a text review paints a different picture.

Apple AirPods Pro (2nd Gen)’s rating of 4.3 (in 315 reviews) is significantly higher than Beats Fit Pro’s rating of 3.7 (in 536 reviews). In addition, the volume trend graph shows that the number of reviews of Apple AirPods Pro (2nd Gen) is going up while that of Beats Fit Pro is going down, indicating a higher share of voice for Apple AirPods Pro (2nd Gen).

As shown in the graph above, the qualitative analysis of the reviews of both Apple AirPods Pro 2 Gen and Beats Fit Pro shows that Apple AirPods are significantly better than Beats Fit in Design, Sound Cancellation, Functionality, Fit, and others. In contrast, Beats Fit is marginally better in Noise Cancellation.

As illustrated above, Users can quickly produce insights on competitive benchmarking using WebExtract. WebExtract is a no-code Google sheet add-on that extracts and analyzes the reviews to uncover a variety of insights for brands.