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When it comes to setting up and establishing a local business, there are a number of milestones. Getting your business letterhead, a merchant bank account and customers who aren’t family members, are just some of the hurdles that spring to mind. As soon as your business has grown sufficiently to warrant a mention on Google Places or Yelp, then you start to get customers’ versions or reviews of their experiences. The comments on your Yelp page should make you smile due to your conviction that you’ve provided people with excellent service.
The initial glow of customer reviews may not last, while it’s great to read the rave reviews about your business, it’s likely that you’ll see some that are bad, and possibly even a fiction of the writer’s imagination. The following should give you an inkling of the experiences of review sites that have befallen business consulting clients of mine.
We could go on, but you get the picture. To some extent the kind of reviews you get will vary depending on what type of business you’re in and where it’s located. In some cities bar owners try to get along by arranging to have special nights or offers at different times, while in others the thing is to try and beat your competitors to the floor. No matter what your experience, you will need to find means of dealing with reviews of your business, and below are a few tips.
1. Even if a Customer Declares War, They are not Your Enemy
When there is a customer dispute, especially in the current economic crisis, and following reports of labor abuses, the business owner is always in the wrong.
Don’t respond to negative reviews and even downright lies with more of the same, if you do, you will harm your business even further. Take an approach that assumes the customer is genuinely mistaken, and maintain a professional manner.
2. Offer to Find a Solution to the Problem
If you want to safeguard your reputation, don’t admit to any wrongdoing, but offer to help the customer with their problem. If you’ve had a false detrimental review, try responding with something like the following (depending on what business you’re in)
Hi Paul, sorry to hear you thought we overcharged for your Pizza. We do our best to ensure that customers get exactly the toppings they order and all the prices are listed on our menu. We’re actually on the list good value for money pizza parlours. Please contact me, either by coming into the pizza parlour or giving me a call on the above number to see whether we can resolve this situation. Look forward to hearing from you, Steve.
If you already know the customer, it’s probably easy to get hold of them, sort out the problem and you may even persuade them to take the review down. You need to be careful when you contact a customer directly as it requires more tact than you might need on a review site, so take a sympathetic approach to the issue.
3. Be Ready to Accept that There Might be a Real Problem
While I’m not suggesting that the customer is right, if there is even a hint that the complaint is legitimate, then you still have to resolve the situation, and you need to ensure that the same thing never happens with another customer. You may find that your staff need retraining or you might even have to let a person go. Managing and training staff is extremely important, especially when they are in constant contact with customers and only earning minimum wage.
Perhaps your ingredients are not as good as you thought and you either need to improve them, change the supplier, or lower the price you charge. Sometimes it is possible to contact the review site and have a review removed, especially if the reviewer seems to be making a personal attack on you alone. If you have lots of positive reviews than the impact of one bad one should be minimal, ask all your satisfied customers to leave reviews as this will further boost your credibility against the occasional bad one.