Business
Digital Reputation and the Impact of Reviews on SMBs
Rafael Somera explains how fast customer service and review management build customer trust.
Online reputation has become critical for the survival of small and medium businesses. In a podcast discussion, Rafael Somera details how fast response times and active review management drive buying decisions.
In a conversation with Bruno Gimenes on Marketing - The Podcast, Solutudo CEO Rafael Somera discussed the significance of digital reputation and customer support channel management for small and medium-sized businesses. The segment is part of a broader discussion on digital presence and local commerce.
In the video above, Somera and Gimenes examine market metrics and discuss how consumer behavior and response speed across online touchpoints shape trust in a brand.
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The Digital Front Desk and Response Agility
According to Somera, many companies still treat virtual interactions in an impersonal, abstract way. "The problem with digital is that it's still not real for most companies. We've grown used to seeing numbers," he states. He draws a direct parallel to in-person customer service: if a customer walks up to a physical counter to complain about an issue, the staff naturally listens and tries to resolve it—a mindset that should carry over to digital channels.
Response speed has become a decisive factor in closing sales. Somera cites a recent survey showing that 78% of people buy from whichever company responds first. Comparing the evolution of phone calls to WhatsApp messaging, he highlights changing consumer habits: 37% of people aged 21 and under no longer keep the phone icon on their home screens. With advancements in digital tools and AI, integrated customer support allows businesses to stay agile without overwhelming physical operations.
Consumer Perception of Ratings and Reviews
Gimenes introduces market data to provide context: according to a 2025 BrightLocal study, 98% of consumers read online reviews before hiring a local service, and 87% will not consider businesses with an average rating below four stars. Furthermore, 2024 Deloitte data reveals that responding to negative reviews within 24 hours restores 65% of customer trust and boosts retention by 22%.
Somera points out that flawless ratings don't always inspire the greatest credibility. "A company's sweet spot is 4.6, not a perfect five. Businesses rated 5.0 are often valued less than those between 4.5 and 4.7," he explains, noting that imperfection reflects human reality. He adds that 69% of consumers value businesses that reply to reviews, whether positive or negative.
Transparency and Customer Connection
Addressing brand positioning, Somera argues that authenticity fosters deeper connections than generic discount offers. "Truth is the most seductive thing there is," he says. He illustrates this with the case of a local pizzeria that, rather than resorting to standard coupon ads during a crisis, openly shared with its community that it was at risk of shutting down—resulting in packed tables and direct support from patrons.
The Consumer's Active Responsibility
Somera also discusses the role of local consumers. Recalling the closure of a restaurant near Solutudo's headquarters, he highlights that satisfied customers often fail to publicly share their support, whereas complaints are quickly posted on review platforms like Reclame Aqui.
"How do we take care of a small business? By talking about it, engaging with it, praising it on the very day the owner feels discouraged," Somera emphasizes. In his view, the relationship between customers and neighborhood businesses should be seen as a partnership, where recommendations and positive reviews help sustain essential community services.
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