Case Study / Opinion platforms

Case Study: Aszende and the transformation of its reputation on review platforms

Target audience: Companies looking to improve their reputation on review platforms.

Challenge / Need: Aszende, a family-owned company with more than 45 years of experience in the vertical mobility sector, has established itself as a benchmark in the design, manufacturing, and maintenance of elevators and accessibility solutions in Spain. With operations in multiple cities and a highly committed team, its mission is clear: to improve people’s quality of life by removing architectural barriers.

However, like many companies operating in today’s digital environment, Aszende was facing challenges related to its online reputation, particularly on review platforms, where negative feedback can significantly impact brand perception and, as a result, hinder business growth.

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Solution

Although Aszende is a company with decades of experience and a strong presence in the Spanish elevator and accessibility solutions market, its digital reputation did not accurately reflect its commitment to quality, innovation, and close customer relationships. As often happens with organizations that operate across multiple cities through physical branches, the decentralized management of digital profiles had led to limited control over review platforms.

We identified profiles on platforms such as Google Business Profile that contained isolated negative reviews, most of which were not representative of the company’s actual service standards. In several cases, these reviews were outdated or based on one-off experiences, yet they were still influencing the overall rating and creating a distorted public perception of the brand.

Aszende was already working internally to improve its customer service and communication processes, but it needed an external strategy to ensure that these improvements were also reflected in its digital visibility. The company required a structured methodology to rebuild online trust and rebalance its reputation signals across key platforms.

Our Intervention

At 202 Digital Reputation, we designed a tailored action plan focused on strengthening Aszende’s presence on review platforms and reshaping the narrative around its brand. These were the main phases of the project:

Reputational Footprint Audit

We began with a comprehensive audit of all existing profiles across the main review platforms. Reviews were classified by sentiment, recurring themes, and level of impact on the overall rating. This analysis enabled us to identify:

Recurrent negative feedback concentrated in specific local branches.
A lack of official responses to constructive criticism.
An absence of recent positive reviews on several key profiles.

This diagnostic phase was essential to understand both the current reputation landscape and the concrete opportunities for reputational improvement.

Internal Training: Empowering the Team

In parallel, we designed training sessions for the Aszende team, especially for communication and customer service managers. These sessions pursued three clear objectives:

Teaching best practices for responding to negative reviews, even when they were partially inaccurate or unfair.
Encouraging a culture of actively requesting positive reviews, particularly at key moments in the sales and after-sales journey.
Establishing clear criteria and procedures for properly reporting reviews that violate platform policies (such as impersonation, offensive language, or false information).

Profile Optimization and Active Management

We then implemented an active monitoring and profile management plan that included:

Daily monitoring of new reviews.
Strategic responses that conveyed proximity, professionalism, and a genuine willingness to improve.
Reporting negative reviews that breached platform policies.
Requesting removal or updates of negative reviews from customers once their issue had been resolved.

Organic Generation of Positive Reviews

Reputation is built from within. For that reason, a key pillar of the plan focused on generating new reviews that reflected real and up-to-date customer and employee experiences. This was achieved through:

Internal awareness campaigns encouraging commercial and technical teams to identify the right moments to ask for a review.
The creation of digital materials and follow-up messages aimed at satisfied customers after installation or maintenance services.

Monitoring, Evaluation, and Continuous Improvement

Throughout the intervention period, results were continuously monitored and evaluated. Through our monthly reports, the Aszende team was able to track in real time the evolution of their ratings, the improvement in overall review sentiment, and a significant reduction in the volume and impact of negative reviews.

Results

Thanks to these actions, Aszende achieved a significant improvement in its ratings across review platforms, more accurately reflecting the real level of satisfaction among its customers and employees. This transformation not only strengthened the brand’s public image but also contributed to attracting new business opportunities and reinforcing trust among prospective clients.

Conclusion

The Aszende case demonstrates how strategic and proactive online reputation management can have a meaningful impact on a company’s perception and overall success. At 202 Digital Reputation, we are committed to helping organizations navigate the complexity of the digital landscape, ensuring that their online presence faithfully reflects their standards of excellence and their real value proposition.