Reputation Management Automation
Ask for reviews fairly and reply to them responsibly.
We'll reply with a written proposal: the work, what we need from you and an estimated timeline.
Where review automation puts your business at risk without you noticing
A fast system can still ask only happy customers, ignore the different rules on each review site, contact people who asked not to be contacted, send the same message twice or post a reply nobody has checked. These are serious failures in how the process runs, not small campaign mistakes.
Happy customers get a different path
A satisfaction score or a staff member's choice sends happy customers to a public review site while everyone else only sees a private feedback form. This is called review gating, and review sites such as Google don't allow it.
One rule is used for every review site
Google, Yelp, Trustpilot and industry review sites each have different rules on asking for reviews, offering rewards, which request methods are allowed and how you may reply.
Every finished sale sets off every channel
The system treats an order, appointment or completed service as permission to email, text or message the customer, without checking whether they asked not to be contacted or what the local law allows.
Automatic retries send customers duplicate messages
Repeated system alerts (webhooks), merged customer records and updates arriving in the wrong order can send the same request, reminder, reply or support task more than once.
Replies go live before anyone checks the risks
Generic or AI-written replies can reveal private details, admit to facts that are in dispute, sound wrong for that location or make an argument worse.
Star ratings replace learning how to improve
The report celebrates stars without showing who could be asked, what was delivered, reviews hidden by the platform's filters, how quickly replies were made, whether complaints were solved or which service problems keep happening.
A fair review request and reply process your team can run
Reputation management automation turns scattered review requests and replies into one well-run process. We agree who may be asked for a review and after which real customer experience, check that you have permission to contact them on each channel, keep the request neutral (no pushing for good reviews), stop people getting the same message twice, send sensitive reviews to a named person and pass repeated service problems back to the team that can fix them.
The work brings together each review site's current rules, real customer experiences, permission to contact people, neutral review requests, watching for new reviews, approving replies, training your team and putting service problems right. Each area of work has a person in charge, a check that it works and a safe way to stop it.
Review site rules and channel plan
We record where you are allowed to ask for reviews, the request methods each site supports, rules on rewards and content, who can reply, permissions, limits and when each rule should be checked again.
Who can be asked, and when
We define what counts as a real, completed customer experience, fair rules for who gets asked, who is left out, timing, location, product, when someone can be asked again and the proof needed, without ever choosing people by how happy they seem.
Customer records, stages and permission
We sort out customer and visit ID numbers, the stages a customer can be in, consent, "do not contact" lists, channels, how long data is kept, who owns it and unclear cases.
Fair review requests and reminders
We set up approved review links or invitation methods with neutral wording, sensible timing, limits on how often people are contacted, easy opt-out and protection against duplicate messages.
Watching for reviews and a reply queue
We bring in new reviews from approved sources, sort them by how urgent and sensitive they are, draft replies within agreed limits and make sure the right person approves each reply before it goes live.
Feedback, support and putting things right
We open private support cases for any customer who needs help, without changing their chance to leave a public review and without pressuring them to change a review.
Testing, reporting and regular improvements
We test normal cases, duplicates, delays, missing data and changes to review site rules, and report on how well the process is running, reply times, common themes, fixes and limits.
Team training and reply guidelines
We give your front-line staff and managers simple guidelines on when and how to mention reviews, how to reply in your brand voice, what never to say in public and who to contact when a review needs urgent attention.
Built on what really happened with customers, with clear decision-makers
Every planned review request can be traced back to a real customer experience, up-to-date permission to contact them and the rule of the review site involved. Every sensitive reply has a named person who checks it, and every unusual case has someone who owns the next step.
Who gets asked never depends on how happy they seem
The same approved rules for who gets asked apply in every case, whether the customer seems happy, neutral, unknown or unhappy.
Each review site keeps its own rules
A dated rule sheet for each site stops a request method that's fine on Google from being copied to a site that discourages businesses from asking for reviews.
Permission is checked at the moment of sending
Every request and reminder uses the customer's latest channel permission, "do not contact" status, contact details and local legal rules.
No customer gets the same message twice
A fixed record of each planned request, reminder and reply stops automatic retries, merged records or delayed updates from repeating it.
A person stays in charge of sensitive replies
Automation can sort reviews and draft replies, but a named person approves public replies and how private cases are handled.
Service problems go back to the team that can fix them
Review themes and support cases turn into fixes that someone owns, never into buying, hiding or forcing a better reputation.
Everything needed to run online reputation work responsibly
The process covers checking review site rules, real customer experiences, permission to contact, neutral messages, watching for reviews, replies, stopping duplicate messages, putting service problems right, reporting and clear ownership.
Tools are chosen to fit the facts, not the other way round
Review platforms and connectors (tools that link one system to another) are choices about how we do the work, not promises of results. Before your proposal relies on any of them, we check current access, the ways each site allows you to ask for reviews, permissions and whether the tool works in your region.
Seven decisions to settle before any customer is contacted
These checks show what we will test, what your team must decide and what proof must be in place before any live review requests or public replies are approved.
Review site rules and channel plan
We record where you are allowed to ask for reviews, the request methods each site supports, rules on rewards and content, who can reply, permissions, limits and when each rule should be checked again.
Each check records the rule it's based on, the customer event, the customer's record and permission status, the message ID, what the customer sees, tests of normal and failure cases, who reviewed it, its limits and who fixes problems.
Who can be asked, and when
We define what counts as a real, completed customer experience, fair rules for who gets asked, who is left out, timing, location, product, when someone can be asked again and the proof needed, without choosing people by how happy they seem.
Each check records the rule it's based on, the customer event, the customer's record and permission status, the message ID, what the customer sees, tests of normal and failure cases, who reviewed it, its limits and who fixes problems.
Customer records, stages and permission
We sort out customer and visit ID numbers, the stages a customer can be in, consent, "do not contact" lists, channels, how long data is kept, who owns it and unclear cases.
Each check records the rule it's based on, the customer event, the customer's record and permission status, the message ID, what the customer sees, tests of normal and failure cases, who reviewed it, its limits and who fixes problems.
Fair review requests and reminders
We set up approved review links or invitation methods with neutral wording, sensible timing, limits on how often people are contacted, easy opt-out and protection against duplicate messages.
Each check records the rule it's based on, the customer event, the customer's record and permission status, the message ID, what the customer sees, tests of normal and failure cases, who reviewed it, its limits and who fixes problems.
Watching for reviews and the reply queue
We bring in new reviews from approved sources, sort them by how urgent and sensitive they are, draft replies within agreed limits and make sure the right person approves each reply.
Each check records the rule it's based on, the customer event, the customer's record and permission status, the message ID, what the customer sees, tests of normal and failure cases, who reviewed it, its limits and who fixes problems.
Feedback, support and putting things right
We open private support cases for any customer who needs help, without changing their chance to leave a public review or pressuring them to change one.
Each check records the rule it's based on, the customer event, the customer's record and permission status, the message ID, what the customer sees, tests of normal and failure cases, who reviewed it, its limits and who fixes problems.
Testing, reporting and regular improvements
We test normal cases, duplicates, delays, missing data and changes to review site rules, and report on how well the process runs, reply times, common themes, fixes and limits.
Each check records the rule it's based on, the customer event, the customer's record and permission status, the message ID, what the customer sees, tests of normal and failure cases, who reviewed it, its limits and who fixes problems.
Review automation shaped by your relationship with customers
A hotel stay, a healthcare appointment, a software renewal and a marketplace purchase raise different questions about who can be asked, privacy, timing and who is in charge. We design the process around those differences.
Local services
For local service businesses, review automation has to allow for your location, service area, availability, phone calls, bookings and who is responsible for replying.
Online stores and direct-to-consumer brands
For online stores and brands that sell direct to consumers, review automation has to allow for accurate product details, stock, promotion terms, checkout steps, returns and profit.
Software companies (SaaS)
For software companies, review automation has to allow for how people use the product, proof it works, free trial or demo steps, links with other tools and getting new users active.
Business-to-business (B2B) and professional services
For B2B (business-to-business) and professional services firms, review automation has to allow for groups of people who decide together, expert proof, sorting good leads from weak ones, handover to sales and the long gap before deals close.
Healthcare and wellness
For healthcare and wellness, review automation has to allow for accuracy, privacy, who can be treated, appointment stages and the limits of what can be said about medical care.
Finance, insurance and legal
For finance, insurance and legal firms, review automation has to allow for the country or state's rules, approvals, required disclaimers, sensitive data and terms that change.
Education and training
For education and training, review automation has to allow for accurate program details, dates, who can apply, enrollment steps, student outcomes and accessibility.
Publishers and media
For publishers and media companies, review automation has to allow for who wrote the content, content rights, subscriptions, fast publishing cycles and original reporting.
Marketplaces and directories
For marketplaces and directories, review automation has to allow for value to both buyers and sellers, identity checks, listings, data quality and actions counted twice.
Travel and hospitality
For travel and hospitality, review automation has to allow for busy and quiet seasons, location, availability, booking value, cancellations and policy rules.
Industrial and manufacturing
For industrial and manufacturing companies, review automation has to allow for technical specifications, whether parts fit together, distributors, long buying decisions and serious inquiries.
Memberships and communities
For membership groups and communities, review automation has to allow for levels of access, ongoing value, moderation, renewals and member support.
No hidden handovers: you always know who is doing what
This service covers review requests, watching for reviews, replies and putting service problems right. Wider fixes to your CRM (the system your team uses to track customers) and large email or text message campaigns stay with their own specialists.
The review automation system described in your proposal.
- Rule sheet for each review site
- Rules for who can be asked and when
- Fair review requests and reminders
- Watching for reviews and the reply queue
- Protection against duplicates and failures
- Reporting and handover to your team
Information and customer results that involve named teams.
- Owners of your CRM and sales records
- The people who run your email and text messages
- Location managers and review profile owners
- Support teams and the people who fix service problems
- Brand and reply reviewers
- Privacy, legal and security reviewers
The facts about your customers and the final say on going live.
- The facts on which customer experiences are complete
- Decisions on permission to contact customers
- Review site accounts and who owns them
- The facts behind disputes and customer cases
- Authority over refunds and putting things right
- Approval of public replies and final sign-off
Nine records that keep everyone accountable
These records link the review site rule, the customer experience, permission to contact, the message, what happened on the review site, the decision on a reply and the service follow-up, so your staff never have to piece the history together.
Reputation Management Automation
Keeps dated versions of each site's rules on asking for reviews, allowed methods, rewards, replies, API links, access and enforcement.
Records completion, location, product, timing, exclusions, proof and whether each customer is in the fair group to be asked.
Connects customer, experience, purchase, review, support case and review site IDs, with the stages each one is allowed to be in.
Holds channel consent, opt-outs, whether someone can be contacted, contact limits, local legal status and how long data is kept.
Keeps versions of the message, link, timing, message ID, delivery, retries, when people leave the process and reasons for not sending.
Records each review, its status on the site, urgency, sensitivity, draft reply, reviewer, final reply and proof that it was published.
Connects private facts, who owns the support case, reply time targets, how it was solved and the follow-up, without making help depend on a review.
Keeps a record of duplicate, delayed, out-of-date, refused, merged, failed and manually overridden cases.
Keeps apart how well the process is running, reviews seen, reply times, common themes, business fixes and limits.
The connected growth engine
Responsible for confirming real completed experiences, the facts on who can be asked, service problems and the authority to put things right.
Responsible for customer records, customer stages, links to purchases, "do not contact" lists and the quality of the events that trigger requests.
Responsible for email, text or messaging permission, sender setup, delivery, opt-outs and contact limits.
Responsible for profile access, request methods, new review alerts, reply permissions, warnings and appeals.
Responsible for the tone of replies, handling private cases, checking facts, passing on serious issues and solving problems.
Responsible for interpreting review site rules, privacy, legal, security, how long data is kept and final decisions to go live.
One connected scope. Reputation Management Automation is coordinated with the strategy, creative, experience, data and reporting it depends on, so responsibilities and handoffs stay visible in one written plan.
How long it takes: from a rules brief to a careful first launch
A test with typical records can usually be ready within five to ten business days once we have working access and your decisions. A wider, carefully controlled launch usually takes two to four weeks, depending on access to review sites, the quality of your data, approvals and how many unusual cases need handling.
Reputation management automation: from setup to running smoothly
Rules and access brief
Confirm the review profiles, locations, allowed request methods, current review site rules, reply access and who makes each decision.
KPI Brief agreedRules for who can be asked and permission
Approve the real customer event that triggers a request, fair exclusions, record checks, channel permissions, "do not contact" lists and contact limits.
KPI Rules approvedTest with typical records
Test approved messages, links, duplicate protection, opt-outs, watching for reviews and reply routing using typical records that won't contact real customers.
KPI Test acceptedSmall, capped first launch
Send only to the approved group, with limits on how many messages go out, named people watching, a way to stop and a daily check of unusual cases.
KPI Launch under controlFirst report on how it's running
Report separately on who could be asked, who was left out, attempts, sending results, reviews seen, reply times, support cases and unknowns.
KPI Evidence reviewedImprove or hand over
Fix the agreed problems, write down owners and what should trigger upkeep, and approve only the next changes the report supports.
KPI Next stepOur full growth plan (all services together), month by month
Setup and first launch
Agree priorities, fix the biggest problems and launch the first approved work once we have access, content, budget and your sign-off.
KPI First work liveBuild and improve
Use the first report to improve the live work and build the next agreed materials, campaigns, pages or follow-up steps.
KPI Improvements liveDo more of what works
Do more of the messages, audiences, pages or channels that the results show are working, while keeping budgets and quality checks within the limits we agreed.
KPI What works, expandedStrengthen results
Fix weak handovers between teams, gaps in tracking and anything slowing delivery, then test the next priorities against measures that matter to your business, such as lead quality and sales.
KPI Blockers removedTurn more visitors into customers
Improve the offer, message, page and follow-up steps wherever the results show people getting stuck or leads that aren't a good fit.
KPI Improvements to win more customers livePlan the next round
Review what changed, what the results really show, what should stop and which work deserves budget and attention in the next period.
KPI Next round agreedA fair, well-run process, not a shortcut to higher star ratings
The difference is fair rules on who gets asked, up-to-date permission to contact, human judgment and learning from service problems. The work is not designed to create fake stars, hide criticism or pressure customers into changing their reviews.
- Asks only customers who seem happy
- Uses one rule for every review site
- Treats a purchase as permission to contact
- Sends whenever a field in a record changes
- Retries without a fixed message ID
- Offers rewards for reviews
- Posts generic replies automatically
- Hides criticism away from public view
- Only measures rising star ratings
- Promises better stars or review removal
- Asks customers fairly, whatever their mood
- Keeps dated rules for each review site
- Checks permission at the moment of sending
- Only sends from an allowed customer stage
- Stops every public action being repeated
- Never offers rewards for reviews
- Has a person check sensitive replies
- Offers support to all without review gating
- Reports on how the process runs and service results
- Refuses to promise ratings or review removal
Results from Softscotch client work.
These totals come from work for Softscotch clients across search, paid ads, websites and lead generation, as published on softscotch.com. Past results don't guarantee future results.
All six Softscotch client stories.
Every Quick Story currently published on Softscotch.com, covering education, ecommerce, healthcare and SaaS. Stock photography represents each client industry; the figures are reported historical results and do not guarantee future performance.
Education Ads + local SEO
183% more leads for an education consultancy
WordPress
Quora ads
Local SEOAn education consulting business in India needed to build its digital presence and lead flow from scratch.
- Built a new WordPress website
- Used Quora ads to grow daily lead volume
- Added Local SEO and community engagement
Home solutions Shopify + SEO
Home-solutions ecommerce growth
Shopify
Organic search
Amazon adsA home-solutions business was dependent on business-to-business (B2B) marketplaces, losing sales and recovering from a Google penalty.
- Resolved the Google penalty
- Revamped the website and online store
- Improved organic visibility and Amazon campaign performance
Health consultant $20/day
Five booked calls a day for a health consultant
Facebook ads
Google AdsA Houston lactation consultant needed to recover a malware-damaged website and rebuild local patient acquisition.
- Rebuilt the hacked site and migrated it to secure hosting
- Ran targeted Facebook and Google campaigns
- Reached top-three local Google positions
Ecommerce 10 months
315% organic growth for an ecommerce site
Content strategy
On-page SEOSoftscotch reports a 315% increase in ecommerce organic traffic over 10 months through focused on-page SEO.
- Optimized product and collection pages
- Improved the links between pages and the page addresses (URLs)
- Made the site easier for Google to explore and better matched to what people search for
SaaS platform Cold outreach
9% close rate for a transcription SaaS
Prospecting
Cold email
SMTPA transcription platform needed a qualified prospect list and a reliable email-sending setup for outreach we managed.
- Built a comprehensive prospecting list
- Managed the cold outreach campaigns
- Set up reliable email-sending servers (SMTP)
Healthcare 6 months
182% organic growth for a healthcare clinic
Healthcare
Off-page SEOA clinic in a competitive location needed to build organic search visibility from the ground up.
- Built the clinic's foundation for unpaid (organic) Google search
- Combined on-page and off-page SEO
- Reached top-five positions in Google Search
Teams that stopped leaving clicks on the table.
"The Softscotch team has been a solid partner as our business evolved over the last five years. Unlike most agencies, they have never charged us for work that falls outside the agreement. That is what sets them apart."
"Without their knowledge, we would be in a very different place than we are now. Whenever they find something that can be improved, they implement it quickly. I could not be happier with their performance and response time."
"Softscotch goes above and beyond the scope. The time, effort and dedication they put in is like having your own in-house marketing team. They are not just another marketing company."
"We are extremely happy with Softscotch, such an attentive team. No project is too small, and they give their 100%. We are extremely satisfied with their work."
"Softscotch is a great team to work with: transparent, reliable and genuinely invested in the growth of your company. They are good partners to have by your side."
"The Softscotch team has been a solid partner as our business evolved over the last five years. Unlike most agencies, they have never charged us for work that falls outside the agreement. That is what sets them apart."
"Without their knowledge, we would be in a very different place than we are now. Whenever they find something that can be improved, they implement it quickly. I could not be happier with their performance and response time."
"Softscotch goes above and beyond the scope. The time, effort and dedication they put in is like having your own in-house marketing team. They are not just another marketing company."
"We are extremely happy with Softscotch, such an attentive team. No project is too small, and they give their 100%. We are extremely satisfied with their work."
You'll always know exactly what we changed.
Plenty of agencies go quiet after the audit and you never quite know what you're paying for. We do the opposite. You get a live view of every change and what it moved, in plain language you can act on.
Live client dashboard
Every change, score and ranking in one place you can open any time, not a monthly PDF you wait around for.
Ready for your review
Weekly video summary
A short screen-recorded video (Loom) each week walking you through exactly what shipped and what it moved, so nothing is a mystery.
Before
After
Before/after score per page
See the exact lift on every page we touch, not a vague "it's improving" you have to take on faith.
Approved page updates are live.
Product details need a review.
Confirm the next priority pages.
Plain-English reporting
Clicks, rankings and revenue, explained in words you can act on, instead of a wall of charts about how often you were seen (impression charts.
Reports on demand
Ask for any cut of the data whenever you need it and get it, no waiting for the end of the month.
- ✓Proposed
Softscotch prepares the change.
- ✓Approved
Your team gives the go-ahead.
- ✓Published
Checked live and recorded.
Ethical, transparent, always on
One accountable team, strictly white-hat (only methods search engines and platforms allow), no shortcuts and no surprises. Support whenever you need it.
One Softscotch plan gives you access to the full service stack, coordinated around your priorities.
You do not need a separate agency or retainer for every channel. Your plan can draw from search, paid media, web, ecommerce, outreach, automation, lead generation, messaging, content, creative and operations. The agreed scope sets what is active, in what order and at what capacity.
One price for everything, not a stack of separate retainers.
You get one price for your whole marketing, not a separate retainer for every service. SEO, paid ads, your website, automations, cold email and newsletters, we run all of it as a single scope, so you get the most result for what you pay. Agencies sell each of these on its own, so the invoice climbs whether or not that line drives a single lead.
A different agency or retainer for each service. The bill stacks up fast, and keeps climbing whether or not each one moves a single lead.
Plus the one-off build, and a fresh contract, kickoff and onboarding delay for every new service you add.
We run your whole marketing as one engagement, so you get the most result for what you pay, not a pile of disconnected invoices.
- SEO: technical, on-page, content, local and AI search
- Template-built pages (programmatic SEO), links from other websites (backlinks) and authority
- CRO and landing pages
- Paid ads across Google and Meta
- Automations, cold email and newsletters
- WordPress build, setup and ongoing care
- One team, one roadmap and one point of contact
- Reporting tied to qualified leads and revenue
Priced to your site after the audit. No sticker price, and no per-service creep.
Reputation management automation FAQs
These answers explain the review site rules, access, timing, cost, who owns what and the limits on results that you should understand before approving the work.
What is included in Softscotch reputation management automation?
The agreed work can cover review site and channel rules, rules for which real customer experiences can be asked for a review, customer record and permission checks, neutral review requests and reminders, watching for new reviews, approving replies, training your team with reply guidelines, putting service problems right, quality checks and reporting. Your proposal names the exact review sites, locations, systems, people in charge and the checks that show it works.
When is reputation automation the right service?
It's a good fit when your business has real, completed customer experiences, approved review sites and enough control of your CRM, messaging channels and support to ask for reviews or reply consistently, without picking only the customers who seem happy.
What access and information do you need?
We need approved access to your review profiles and locations, reliable customer and visit IDs, events that show an experience is complete, current contact permissions and "do not contact" lists, review links or supported connections, your current messages, support routes, the people who reply and your decisions on review site rules, privacy and legal matters.
What do you look at?
We look at each review site's rules on asking for reviews and replying, records of completed experiences, how customer records and stages are matched, channel permission and opt-out logs, who has entered the process, message IDs, system alerts (webhooks), delivery results, reviews, replies, support cases and the history of unusual cases.
How do you set the starting point?
We save a fixed snapshot of current review site rules, links and access, the rules for who can be asked, customer and purchase records, customer stages and permissions, messages, sends, new reviews, the reply backlog, support cases and the versions of your automations.
How do you tell activity apart from real business value?
We keep these things separate: customers who could be asked from customers we actually contacted, a delivered message from a published review, changes in star rating from the effect of the process, and handling public reviews from privately putting service problems right.
Can you run careful follow-up tests?
Yes. We can compare neutral options for timing, wording or reminders on review sites that allow asking for reviews, using the same rules for who gets asked and agreed day-to-day measures, without ever choosing or tuning for positive reviews.
Does credited performance prove the work caused better results?
No. Credit reports share out credit based on one way of measuring. Proving the work really caused extra results needs a fair comparison group, enough data and a stated range of uncertainty.
Do automatic recommendations decide what we do next?
No. Automatic grouping of review themes, scores and review site suggestions are dated clues, not decisions. A named person checks the evidence, possible bias, limits and business relevance before approving any work.
Do you send review requests while you're still setting things up?
No, not by default. The setup stage ends with an approved record of the rules and the process. Live messages, replies on your profiles, API connections and changes to customer data all need your clear approval, permission checks, proof that it's ready and a way to undo it.
Can one review request process work for Google, Yelp and Trustpilot?
No. Each site has different rules on asking for reviews, and those rules can change. For example, Yelp asks businesses not to request reviews at all, while Google and Trustpilot allow you to ask as long as you don't offer rewards or only ask happy customers. Our current rule sheet decides whether your business may ask, show a link, watch for reviews, reply, or simply keep a profile on each site.
Who makes legal, privacy and rights decisions?
You do. You keep all decisions on legal matters, privacy, rights, claims, confidentiality and disclosures. Softscotch writes down how the process connects to your systems and only carries out instructions you have approved.
What does the reporting keep separate?
Reports keep these separate: customers who could be asked, people left out on purpose, requests, delivery, reviews seen, reviews hidden by site filters, reply times, support cases, common business themes and any business results that can be linked to the work, with their limits.
What won't the results prove?
A sent request doesn't prove it was delivered. Reviews don't represent every customer. Review site filters change the number of reviews people can see. Changes in star rating have many possible causes. And solving a complaint doesn't require, or guarantee, that a customer edits their review.
What work is not included on this page?
Fully fixing your CRM, running customer support, wider email or text message strategy, legal advice, appeals to review sites and broader local SEO (helping nearby customers find you on Google) are separate services.
Can you guarantee results from reputation automation?
No. Softscotch is responsible for the agreed process, permissions, safety checks, testing and reports. Your customers, the review sites, the quality of your service, events in your market and how your team handles replies and support all affect your reputation.
How long does the first round of work take?
Once we have working access and your decisions, the brief on review site rules usually takes three to five business days, and a test of the whole process with typical records five to ten business days. A careful first launch usually takes two to four weeks. More locations, messy data, custom connections, legal review or unsolved unusual cases can make it take longer. These are planning estimates, not guarantees.
How is reputation automation priced?
Pricing depends on the number of review sites, locations and channels, the CRM and support connections, how many customers are in the process, the number of message and reply versions, handling unusual cases, reporting and upkeep. Your proposal states what is and isn't included up front.