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| Credit: Infoprations Analysis, 2018 |
The facility management
industry is one of the industries that need reviews from customers, especially repeat
ones for gaining new customers. Infoprations’
check has shown that FM companies in Nigeria pay little attention to the customer
reviews on the Internet, most importantly, those expressed on Google Business
and online communities or forums. Analysis shows that a negative connection
exists between the number of reviews received by 10 FM companies between 2017
and 2018, and average ratings given by the reviewers. Specifically, Infoprations found -10.4% connectivity
and 1.1% of the reviews determined the average ratings.
Examining Client Review: What to Look for?
From the insights, it has
been established that companies need to examine online reviews and incorporate
emerging insights into relations and marketing strategy. For instance,
relational and categorical fits have to be pinpointed from reviews. By
relational fit, Infoprations has
discovered that reviewers do emphasize their physical experience with FM providers,
highlighting process, people and solutions strengths. It has also been found that
many reviewers are categorical in their reviews. They use specific words such
as excellent, fantastic leader, enthusiastic staff among others. These words
need to be mapped and adopted in marketing content creation.
Attractiveness in B2B and B2I
FM companies should note
that customer review and its impact on attracting new business is not plummeting.
By 2019, it would be one of the means prospective FM solutions users will
understand the industry and players’ offerings. The players need to establish their presence
on the Internet, respond to existing reviews and promote Google platforms on
other social channels.
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