Like it or not, online reviews have a huge influence on customers.
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“Over 80 percent of consumers will research a service company online before deciding to make a purchasing decision or do business with them,” says Caleb Tennenbaum, owner, Marketing for the Future, Tucson, Ariz., and a second-generation pest management professional (PMP). “If they see a bunch of bad online reviews, do you think they will want to do business with you?”
The following 5 tips may help you maintain your stellar reputation as a reliable and trusted PMP, despite a negative review.
1. Keep track of what customers say about your company online.
Regularly monitor websites that offer reviews so you won’t miss a chance to make a bad situation better. Register for accounts with such websites as Angie’s List, Yelp, Google, Facebook and Yellow Pages. Tennenbaum suggests subscribing to notifications, so you will know when a review about your company goes live. For reviews posted on websites with which you don’t have an account, sign up for Google Alerts using your company name. That way, you’ll be aware of every online post that mentions your company.
2. Research the reason for the bad review.
Don’t respond until you fully comprehend what happened. Talk to the employee involved and check your service records. Only then will you be able to craft an appropriate response.
3. Respond right away.
If you determine the customer has a valid point, offer an apology. If the problem was your company’s fault, say you’re sorry for the misstep and offer to make it right. “If the complaint is legitimate, you should rectify the situation how you normally would if the customer called in to complain about something,” Tennenbaum says. “After all, isn’t that how you built a successful company in the first place — by admitting when you’ve messed up and fixing the situation ASAP?”
If the complaint is due to a misunderstanding, say you’re sorry he feels that way and then share your side of the story. For example, if a customer complains your prices are higher than the competition’s, explain why. Tennenbaum suggests telling the customer — and everyone else who reads the review — your technicians receive more training and use higher quality products than other PMPs.
4. Keep your emotions in check.
Your response should reflect your values and professional experience. Do not call the customer names or use profanities. Keep the tone pleasant, not accusatory. Craft a response that showcases your company’s strong points. Something like this should suffice: “We service more than 500 customers in a tri-state area, and work hard to ensure each one has a positive experience. I’m sorry your experience was not one of them.”
5. Know when to move the conversation offline.
If your online response does not resolve the customer’s complaint, contact him via email or phone. Privately ask how you can make the situation right, and follow through when appropriate.
Managing Editor Sofranec can be reached at dsofranec@northcoastmedia.net or 216-706-3793.
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