Dwight Zahringer: CEO, TruReview - Interview

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CEO of TruReview, Dwight Zahringer was kind enough to take the time to answer a few questions about online reviews, their impact on consumer decision making, and about the company and its services.

Thanks to Dwight Zahringer for his time, and for his very informative responses. They are greatly appreciated.

Online reviews have been around for some time now, and there are mixed views on how well they work. What are some of the issues that the online review community is grappling with?

Dwight Zahringer: Several issues surround online reviews today. Here are some of the more prominent ones:

• The ability to manage your online reputation
• The perception that reviews produce in multiple sites online
• How reviews can be swayed, faked and purchased for your own company, hotel or products and against competitors.
• Review filters that appear to me masked by a "secret sauce" that magically controls what reviews show; that is, unless you pay for an advertising package.

Overall, what role do online reviews play in a customer’s decision making process

Dwight Zahringer: Recent studies show that nearly 80 percent of consumers trust online reviews as much as personal recommendations. One such study conducted by Brightlocal further states that consumers “are forming opinions faster and needing to read fewer reviews before they trust (or don’t trust) a local business.” What does this mean for businesses? It translates into the need to manage their online reputations, solicit authentic feedback and deal with negative reviews in a professional and positive way.

Dwight Zahringer, CEO of TruReview (photo left)

How can a consumer tell if a review is legitimate?

Dwight Zahringer: Each site has its own individual policies and of course say there is a strict review process to weed out fake reviews or manipulations. Consumers need to be aware of policies and take the time to read more than one or five reviews.

What characteristics/features of an online review site should a business owner evaluate before becoming a member?

Dwight Zahringer: A business owner should evaluate the honesty and integrity of the company and, of course, how becoming a member can contribute to the overall bottom-line.

Some questions to consider include:

• What is the process to seed reviews?
• Can you ask for them?
• What is the policy for soliciting reviews from customers?
• What is the arbitration process for reviews?
• What if I am attached with negative SEO or by an unknown to lower my star rating?
• What can I expect for quick resolution?
• Do the review site have traffic estimators?
• How many metrics do they provide to help me justify the investment?

What is TruReview, and how is it different from competing online review sites in the market?

Dwight Zahringer: TruReview is a simple appointment notification and consumer review software system for any company. TruReview allows your business to solicit honest, validated reviews from your real customers about their experience with your staff and your company as a whole.

What industries are you tackling first with TruReview?

Dwight Zahringer: We are targeting the small-to medium-sized business, one that can benefit from the feedback and control that TruReview provides. Although it is very simple, it is not for everyone. A real business needs to be ready for the feedback that TruReview provides from actual customers and the ability to respond and act quickly.

What special promotions do you currently have underway for those interested in trying TruReview?

Dwight Zahringer: We are currently offering 60 days of TruReview for free so businesses can try it.

Could you give us an example of a member who selected TruReview, over a competitor such as Yelp or Angie’s List, and describe the benefits the member has experienced?

Dwight Zahringer: Sure. Members cite more control and transparency, with real customers posting real reviews of recent business transactions. They are finding they have more feedback on internal processes and how customer problems or concerns are handled swiftly. Most companies are seeing more than a 45 percent conversion rate, meaning that for every 2-3 review requests that are sent to real customers they receive one review response. Some companies are experiencing a large increase of reviews about their employees, service people and services.

What is next for TruReview?

Dwight Zahringer: TruReview is continuing to stay the course – we will continue to help raise awareness with consumers so they understand what the TruReview seal stands for. We'll also continue to get adoption and sign up new members. It's a long road but we're ready. Gimmicks come and go but TruReview is a business philosophy. It takes longer to gain traction but it'll be hard to stop once it picks up steam.

What is next for Dwight Zahringer?

Dwight Zahringer: I will continue to help businesses gain more exposure online and provide the type of service that people expect, the old-school style service that really makes a difference for our customers.

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About TruReview

TruReview provides integrity by delivering authenticated, true reviews of local businesses and enables local businesses to deliver a higher level of customer service. With its patented technology to deliver reviews to customers’ websites, the company’s patented easy-to-use customer service tool consolidates customer service components such as appointment setting, customer relations, customer reviews and internal employee management.

Founded in 2012 and based in Royal Oak, Mich., TruReview gives business owners a tool to manage these elements seamlessly, resulting in enhanced customer service, loyalty, referral business and employee retention. For more information, visit the website at www.trureview.com.

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