Does the picture of your company outside your own website hold up?
Customers read reviews, look at partner profiles and search for information about your company. Check whether those sources give an up-to-date picture of your offer and service. Discuss recurring comments with the colleagues who handle customer contact.
What you find there shows which information needs updating and where your service can improve.
Look at the sources your customers use
Ask new customers which information they used to make their choice. Search for your company name together with your main services. Look at relevant company profiles, trade media, partners and review platforms. Also note which sources are cited in the AI answers you examine.
Start with the places you know your customers use. Expand the overview as you come across new sources.
Keep errors and experiences apart
An incorrect address or a service you no longer offer is an error to have corrected. A critical review describes a customer's experience. You want to understand that. A publication with its own interpretation of your work calls for a response or a conversation with the author.
For each source, record what it says, when it was published and which part of your offer or collaboration it concerns. Then choose the matching action: update a profile, contact a customer, add an explanation or discuss a recurring issue internally.
Compare your promise with the execution
If several customers mention the same confusion, look at the whole process. Look at proposals, the start of a project and the agreements made during execution, alongside the text on your website.
Example
Say you present guidance as part of your offer. In reviews, customers value the advice. They also write that it was unclear who answers their questions after delivery. Your team sees that proposals describe this differently each time.
You now record the point of contact, the guidance period and any extra costs the same way in every proposal, and then update the website and partner profiles to match those agreements.
Make expertise concrete
Describe what you examined, which choices you made and what your conclusion is based on. A good case story also names the circumstances and limitations. Publish results you can support with evidence and use customer names and quotes only with permission.
That same content is a good basis for a contribution to trade media or a partner page. Choose topics where you can add something. A mention in a relevant context with correct information has the most value.
Ask customers for an honest review. Respond carefully to criticism and use recurring comments to improve your service.
Organise the maintenance
Agree who manages the important profiles and who follows up on customer feedback. Check mentions again when your offer, location, team or service changes.
Discuss what you see with marketing, sales and service. Which expectation is unclear? Which information is outdated? What do you fix yourself and where do you need an external manager? The result is an action list with owners.
AI answers are an extra reason to keep sources current. A correction only shows up in an answer once the system uses the updated source. Read how to examine this in measuring AI visibility and how marketing at upMention connects to your offer and customer contact.