Business Builder

Bad Reviews, Positive Outcomes | HEARD Technique from Disney

By October 28, 2017 No Comments

Bad Reviews of Your Business: Negative Reviews Happen. Positive Outcomes are Possible with Reputation Management

If you missed Anthony Bourdain talking about bad reviews on Yelp and what chefs think of negative Yelp reviews, you should take a moment and watch the video on Business Insider for yourself. Yelp is considered to be challenging for business owners because of the way their algorithm is engineered.

The casual observation of a business listing demonstrates that while some positive reviews do make it through, a majority of negative reviews (even poorly written ones) rise to the top. A recent question was asked on social media, and from the responses we received at FullServiceReview, many people reading reviews understand there may be factors that aren’t described in the negative reviews for a business. More than anything, this information allows for more perspective on the business, but doesn’t prevent the prospective customer from forming an opinion on their own.

Bad Reviews of Your Business are Opportunities!

It might not seem like it at the time, but the most important thing to keep in mind is that the negative review you receive means there are many more people that didn’t take the time to share their experience. This is why FullServiceReview is important. Yes, there are many reputation management software options available, but FullServiceReview has become one of the most popular solutions because of ease of use. Before bad reviews happen, FullServiceReview offers a way to measure how your customers feel about the services and/or products you provide, and for you to connect in an authentic manner to make a difference.

When a bad review does appear on a public-facing page like Yelp, Facebook, Google or Tripadvisor, there are simple steps that will help your customer service shine. Remember, it’s not possible to make everyone happy all the time; it’s important to demonstrate your commitment to customer service and the way you address issues will increase trust and understanding from the public. In addition, if you respond well, you could implement a service recovery paradox – in that the customer that complained could be won over by your response to their concern, and you could elevate their opinion of your business higher than before the negative experience.

Bad Reviews? Consider the HEARD Technique from Disney for crisis communications.

Hear – Listen to your customer, don’t interrupt, and allow them to fully articulate their complaint. For online communications, this could mean waiting a few minutes after a review is posted, or if you are using FullServiceReview, the entirety of their initial feedback will be received by you immediately.

Empathize – Offering empathy and an emotional bond delivers trust and demonstrates a willingness to offer support.

Apologize – The apology can sometimes deliver more significance than the solution. Offering an apology demonstrates you care about your customer and are assuming ownership of the issue to resolve their problem or align it with reasonable expectations.

Resolve – Disney empowers their front-facing personnel with some latitude to solve problems. The importance of speed in resolution is that it elicits higher rates of service recovery paradox (the customer having an even-better-than-before-the-issue opinion of your business).

Diagnose – The final step in resolving the complaint is to reflect on the processes that are in place. What caused this complaint? Can it be permanently addressed with a change in procedure? Disney employees are encouraged to seek perfection and settle for excellence, which is a motto we should all embrace more often.

If you are interested in learning more about ways to authentically connect with customers, check out Business Builders as well as the Marketing Toolbox for timely topics and tactics offering insights for improvement and growth.