Now, business owners have an opportunity to use virtual word-of-mouth advertising to their benefit. Review websites have given consumers a place to voice when they are happy with a business or product and when they are dissatisfied. Getting that pat on the back is always great, but should you do anything when the feedback is not so good?
YES, you should and here are just a few reasons why:
- Retaining a client is much less expensive than attracting a new one.
- Up-sales and repeat customers are two of the most common reasons for business growth.
- Prospective customers are using review websites to decide if they should trust you or your product - good customer service is important for others to see.
- Critical feedback can give you the information you need to grow and offer better services - engaging in the conversation will give you valuable insights.
- The conversation will take place with or without you - your choice is whether or not you want to have a hand in steering the conversation to your favor.
Every business will have its ups and downs and a negative review is sure to come along. Here are some basic do's and don'ts when handling a negative review:
DO
- Reach out to the customer and try to mend bridges - try a simple reply to the negative post that says something to the effect of, "I am SO sorry that this happened to you! I would like to gather some more information about what took place so we can make sure it doesn't happen to anyone else - would you be willing to give me a call?" Leave the business phone number and your extension, or let your staff know that the call may be coming through and they should send it through to you right away. Even if the person does not call, everyone else reading along will see that you are trying to work out a solution and that kind of customer service elicits trust.
- Find something for which to apologize. Even if you feel you have no fault in the situation, saying that you are sorry can deflate the anger and tension your customer is feeling. You can always find something to apologize for like: "I'm sorry you left here upset," "I'm sorry that we didn't meet your needs," or "I'm sorry we were not able to correct the situation to your satisfaction."
- Own up if you made a mistake. Most customers know that sometimes things just don't go like we want them to and they are much more willing to mend bridges when they feel you are being honest and taking responsibility.
DON'T
- Take it personally. You pour your life into your business and it is very easy to feel like it is a slap in the face when someone writes a negative review. Take some time and get away from the situation before you respond.
- Post anything publicly that sounds angry, defensive, or accusatory. A good rule is to take what you plan to post publicly and hand it off to someone you trust who is not emotionally involved in the situation. Let him or her give you feedback on how the post sounds and make corrections before you post your reply online.
- Despair. Everyone gets a negative review once in awhile. Take the feedback, make any changes to your practices that you need to, pick yourself up, dust yourself off, and do your best to provide quality services and products and you will find positives coming in again.
About 75-80% of the reviews online are positive reviews, so while business owners get worried about acknowledging that some clients may be unhappy, most customers are pleased and enjoy sharing their insights about their favorite places. Engage in the conversations with those positive reviewers too and watch how their recommendations spread the great news about what you are doing!
Ann Pearson is the CEO of Impressions Review Managing, LLC - a company committed to empowering businesses to manage their online reputations. For more information about the services IRM offers, visit www.impressionsrm.com or email Ann at impressionsrm@gmail.com.
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