ONLINE REVIEW MANAGEMENT ON SAAS COMPARISON PLATFORMS: CASE STUDY CAPTERRA
ONLINE REVIEW MANAGEMENT ON SAAS COMPARISON PLATFORMS: CASE STUDY CAPTERRA

Summary/Abstract: In order for a company to support its development ideas regarding the products and services offered, it needs data from customers. Online reviews are usually seen as a good source of unbiased information to reveal the needs of shoppers and industry trends. The promotion method was visible at the beginning in the B2C world, and in recent years it has also grown in the B2B area. In the online environment, the competition between companies offering software solutions is very high, and their reviews or lack of them can be the decisive factor for a potential customer who analyzes a variety of software. Under these conditions, there have been arisen the evaluation and review platforms dedicated to software for companies such as: Capterra, GetApp, G2 Crowd, SoftwareAdvice, etc. These platforms where SaaS (software-as-a-service) solutions are classified, listed and evaluated have become the preferred places for B2B decision makers to analyze, compare and choose software to solve problems. Many companies are aware of the existence of these SaaS comparison platforms, but do not know quite well how they work, because the platforms have different business models. The paper aims to present the online review management practiced by the Capterra platform whose success consists in the quantity and quality of the reviews, in the existence of very strict criteria for software selection and a detailed process for verifying false reviews. SaaS comparison platforms help building a positive reputation for a product, not limited to the information resources provided by the software solution provider on its website. Buyers are involved in finding relevant references to make informed decisions and spend less time in the suppliers’ demonstrations and evaluation meetings.

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