Posted by MiriamEllis Researchers estimate that it’s up to 25 times more expensive for a company to acquire a new customer than to keep an existing one, making ongoing investments in consumer satisfaction a priority. There's nothing more disheartening to a local business owner than receiving a very negative review — and given that as little as 13% of consumers will patronize a business with a 1- or 2-star rating, there may be nothing more important than the owner taking every possible step to resolve negative reviews with speed and skill. Negative reviews don’t write themselves. While looking at restaurant reviews recently, I came across an owner-consumer interaction that perfectly encapsulates the typical steps that take a transaction from bad to worse. It serves as a diagram of how these costly scenarios begin, proceed, and escalate, ultimately resulting in permanent damage to the company’s reputation. The blame isn’t one-sided, and my goal here isn't to make the customer or the owner out to be "the villain." Rather, I'd like to point out key elements that actually worsen the situation, rather than improving it. Both owners and consumers sincerely want to feel satisfied, and the good news is that, in most cases, the only thing standing in the way of this is responsible communication. Let’s take a look! The key to the "Food Truck Fiasco"This story begins at a family-owned Philly Cheesesteak food truck that signed up to be a concession at a festival in the Southwest. One customer describes what happened on the day of the event this way, with my interpretation to the right:
The customer’s complaints are certainly understandable: he was honestly disappointed that it took so long for his food to be ready and then felt the portions were overpriced. It didn’t help matters that the staff over-promised and under-delivered in estimating the wait time. Up until this point, the consumer is blameless. But then he makes two mistakes:
Regardless of the customer’s tone, the owner’s job is to be professional at all times. I’ve seen adept business owners handle even the rudest customers with a skill that leaves me in awe, but in this case, the owner of the food truck went down the worst possible road. Far from remedying the initial negative review, the owner’s response brought the customer back with further negativity, including taking off stars. Here’s how the owner responded (Eds. note: original spelling and grammar intact), with my interpretation on the right:
Reading between the lines of the owner’s response, a picture emerges of a business that underestimated how busy it would be at an event and did not have adequate cooking facilities or staff to fulfill orders within a normal timeframe. This was the initial mistake that set the stage for all that transpired. Unfortunately, the owner then worsened the scenario by making the following additional mistakes:
Perhaps the most powerful element of the owner response function is that it is not just for a single customer to read, but for all future customers to read. Respond well, and you may not only win a second chance with the customer, but also prove to all future potential customers that they will be treated with respect, empathy, and fairness by your company. Crafting a powerful owner responseIf the food truck owner were my client, this is a sample of how I would have helped him respond, with my key on the right:
Contrast the owner’s real response with this sample suggested response, and you are likely to come away with a completely different, more positive impression of the business. A few quick suggestions for coming across well:
Those are quick tips that should immediately help you to improve your reputation in the eyes of all who read your owner responses. Ready to dig deeper into developing a powerful, permanent mindset for all future tough transactions? Read on. 3 empowering tactics for better reputation managementEvery business encounters criticism. Meet this reality better prepared with these three tips: 1. In business, we wear the mask.When your spouse tells you're inattentive, when your friend points out that you chew with your mouth open, when your children berate you for not letting them adopt another dog, it’s personal. It’s your privilege to respond with tears, embarrassment, a lecture, or whatever you feel you need to express at that moment, reacting to personal criticism in your private life. In business, it’s different. In a civil society, and particularly in a business setting, it’s simple reality that we tend to suppress strong reactions and strong words for the sake of professionalism. If you feel the color rising to your face when a customer insinuates that you actually founded your whole company for the purpose of ripping him off for $9.99, try picturing in your mind the image of the most serene, inscrutable face of a statue you’ve ever seen. Perhaps it’s the face of the Buddha, or a classical Greek god, or a Tlingit totem being. Imagine donning that mask, like a zone of safety, between the disgruntled customer’s business complaint and your personal life. It’s cooler behind the mask and you can respond to almost any commercial criticism, knowing your personal feelings are completely safe behind the barrier you’ve established. 2. Muster empathy to integrate as much of yourself into the interaction as you feel comfortable with.Now that you’ve tried on the mask, and you’ve got your worries, your insecurities, loves, family, and everything else personal safely behind its barrier, see how much of yourself you feel safe putting outside the mask for the world to see. Your life may feel too divided if your business and personal worlds are kept 100% separate, and you may not be able to pour the full passion of your heart and intellect into the business you are building if you have to be a statue at all times. Some customers may be so irrational in their expectations or conduct that the only way to manage them is with a marble coolness or a wooden face, but hopefully that will be the exception. For most customers, this technique will help you integrate your genuine human feelings into a situation in which distress is being expressed. Picture a person you not only really love, but also of whom you feel protective. For just a moment, substitute that special person for the complaining customer. Imagine that it is your grandmother who had to wait in line for 45 minutes (she might have gotten heat stroke), or your nephew who was still hungry after being overcharged for lunch (he’s had trouble getting up to a healthy weight), or your spouse who was treated rudely (how dare someone disrespect him/her), or your friend whose product broke after a week of use (she can’t afford to replace it). Suddenly, that customer is transformed from an unknown complainer into an important person who deserves fair, empathetic treatment. Integrate as much of the empathy you’d feel for a friend or relative as you can for the customer. The health of your local business, and your good feelings about the way you conduct it, depend upon turning as many unknown neighbors as you can into loyal customers and, hopefully, friends. 3. Master catching complaints before they become negative reviews.It may seem counterintuitive to want to receive as many complaints as possible, but when you consider that they are your best safeguard against the publication of negative reviews, making your business complaint-friendly is incredibly smart! Implement these tips:
Speaking of GetFiveStars, I highly recommend taking the time to read the series of articles they’ve been publishing regarding the subject of consumer complaints, including some really insightful surveys. My favorite tip from co-founder Mike Blumenthal is this one: “Make a complainer feel like your most valued customer because, in some ways, they are.” Happier endings for everybodyThe art of customer service is one you’ll be training yourself and your staff in for as long as you serve the public. Even if you’ve made every effort to catch complaints on the spot, no method is foolproof and every business is almost guaranteed to have to deal with a negative review here and there. Some customers will not speak up for themselves, even when expressly invited to do so, because they are shy, dread confrontation, or are so accustomed to being treated poorly that they don’t believe their voice will be genuinely heard. They may utilize online reviews as substitute for having to "make a fuss" in person about their dissatisfaction. Then there are those truly awful customers no business can avoid. They may have entitlement issues, unrealistic expectations, unpleasant personalities, or even have made it a life practice to throw tantrums in hopes of receiving free stuff. They may utilize online reviews as a place to spew rude language and invent false accusations because they have personal problems. No business is immune to either type of customer, but if you plot out your company’s reputation management course, you can weather most storms and end up looking like one smooth sailor! Your plan might look something like this timeline: I continue to be amazed at how many negative reviews slip through and sit unanswered on major review platforms, raising doubts in potential customers’ minds and giving a neglectful impression of the business. With the right mindset that delineates comfortable boundaries between your personal and business worlds, cultivation of empathy, a clear plan, and concentrated devotion to staff training, no business need suffer dread of negative feedback, and can, in fact, view it as a powerful resource for making meaningful improvements pre-guaranteed to resolve existing issues. And when those negative reviews do squeak through your process, a beautiful, professional response can write a happy ending, just like this one: *Review star screenshots used in this post from Yelp. Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! via The Moz Blog http://tracking.feedpress.it/link/9375/4049037
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