Turning A One-Star Review Into A Five-Star Opportunity

The below article was the inspiration for this post.  It covered just one aspect of online reviews.
Many business overlook their online reputation.  Yes, they review the comments on Facebook & Twitter, but what about the business reviews on sites such as Yelp, FourSquare, Google Places, Citysearch, and Yahoo reviews?
There are so many sites out there where discruntled customers can voice their opinions and a business might not even now about it.  One bad apple CAN spoil the whole bunch!  One bad review can effect the next person who looks up information on your company.  They might have came into your business, but this one bad apple spoiled it.
Business owners need to be proactive in making sure all their (past, current & prospective) customers are happy.   Never mind the time it takes to constantly review these sites.  Owners don’t always have the time to constantly visit these sites and followup with the reviewers.
That’s where Clark Virtual Business Solutions comes in.  We review your current online reputation and make sure that all your customers are happy.  If there is an issue, we let you know and advise you on what steps to take to make the customer happy.  If you’d like, we will even take care of it for you!
Once an initial review is done, Clark Virtual Business Solutions can manage your online reputation.  We will constantly review your online reputation and manage to keep your business reviews positive.
Happy customers lead to more customers and we all know that leads to SALES!

Mike Michalowicz

CEO, Provendus Group

October 17, 2013
Don’t let a negative online review scare off other customers. Instead, use these specific steps to turn that review to your advantage.  With the number of public review sites, it’s increasingly difficult to sweep customer complaints under the rug, and your very best move is to tackle the problem openly and honestly.

One-star online reviews are inevitable for active, successful businesses. Whether you operate a food truck or run a housecleaning business, someone, somewhere will find a reason to criticize your business or your staff and they’ll post about it online.

Before you decide how to address the lousy review, it’s important to understand just how potential consumers process the information they read on review sites.

The first thing consumers look for is the ratio of good reviews to bad reviews. For our purposes, we’re going to assume that one-star ratings aren’t the norm for your business and that your ratio is heavily skewed in favor of good reviews. So potential customers look at the ratio of good to bad reviews to determine if bad service is the norm for your business. Once they’ve figured out that it’s not, then they read the lousy reviews—it’s a train wreck that savvy consumers have learned to examine carefully.

What they’ll discover is one of two things: Either your one-star review is warranted—someone has a legitimate gripe—or it’s a flagrant, unwarranted attack. In either case, your response will guide the consumer’s decision to trust you with their business. Let’s look at how you should handle each of these cases.
Making Lemonade Out Of Lemons
If the one-star review is unwarranted—posted either by a jealous competitor or an unreasonable customer—your response can help potential clients see the truth of the situation. Let’s say you run a cleaning service and there’s a complaint from an anonymous user who claims you neglected to clean all of their rooms, damaged their office equipment and overcharged them for your services.

First of all, your response should never be argumentative, and you should never justify your behavior. Most times—especially when you suspect the complaint isn’t from a legitimate customer—your first step should be to professionally and clearly ask them to help you sort out the problem. Explain that you have no record of the transaction (or of them as a client) but that you’re committed to making the situation right. Give them your contact information and ask them to contact you. If a reasonable period of time elapses without contact from this “customer,” then you can post a follow-up, explaining that you have done everything in your power to locate the customer and have been unable to.

Since the complaint about your service has been made publicly, you have the opportunity to demonstrate that you work hard to ensure that your legitimate customers are more than pleased with your product. Potential customers who read online reviews know that some reviewers are impossible to please, and your reasoned, professional response will help differentiate the reasonable complaints from the unreasonable ones.

From time to time, even the very best businesses make mistakes, and occasionally you’ll have a customer with a legitimate gripe. With the number of public review sites, it’s increasingly difficult to sweep customer complaints under the rug, and your very best move is to tackle the problem openly and honestly.

Say you own a bed and breakfast and you have a legitimate customer complaint about bedbugs in one of your rooms. How you handle this complaint will have a very real effect on prospective visitors, so you need to get it right. Don’t deny the problem, but instead accept responsibility and discuss the solution you’ve implemented. Explain that a traveler did indeed introduce bedbugs to one of your rooms and that you’ve paid to completely remedy the problem.

If it’s appropriate, you can also offer to compensate a customer who’s had a bad experience; the offer of a free night’s stay may well soothe even the most irate customer. The very best outcome of one of these justified negative reviews is to show that you’re honest, thorough and respectable.

In general, the proliferation of public consumer reviews is a very good thing because it gets customers to participate in the success of businesses they support. It’s also a useful source of information about parts of your business that you might not otherwise be aware of. Repeated complaints about a surly bartender in your restaurant might warrant a little investigation, and you may actually have the chance to improve your customers’ satisfaction.

No business owner is thrilled to see a lousy review, but smart business owners use the lousy reviews as an opportunity to shine.

Why Social Media Is Not Working For Small Business

I found this article on Eelan Media.  Although it is focusing on UK small businesses, the same is true for small businesses in the US.  Owners don’t have time to focus on social media marketing.  It is very time consuming.  That is where Clark Virtual Business Solutions comes in.  We take care of your social media management and give you the return on investment that you want.

We partner with your small business and work hand-in-hand with improving your social media marketing.


Why Social Media Is Not Working For Small Business

"Business Man Using A Tablet Sitting On A Cloud With Social Media

According to a survey by Sage 51% of  UK small business owners use social media for acquiring new customers or generating sales lead, however despite the enthusiasm many are struggling to navigate the online ‘jungle’ and obtain benefits from the growth in social media and its use for marketing. Similar findings were also reflected a recent report published by Manta.  55% of business entrepreneurs they surveyed were using these platforms even though more than 60% of the group said that they were not seeing a return on investment from their online engagement.  Clearly from the outside looking it this is not a good signal for those who have a small business and want to gain a competitive advantage via the online market, therefore it is worth taking a closer look at why social media marketing is not working for some companies.

Infographic about SME use of social media

Research indicates that one of the primary reasons why social media is not as productive for small business as many believe is the amount of time small businesses are spending on social media.  The Manta’s survey, points out that more than half of small business owners spend less than three hours a week online despite this representing an increase in time from 2012-2013. This statistic has been reinforced by Dave Kerpen, founder and CEO of Likeable Media and author of the New York Times best seller Likeable Social Media, who explains that many small business that are still failing at social media, either do not spend enough productive time on the right platforms to bring about significant results or they spend time doing the wrong things,  such as selling before listening. To get the best returns from the time and resources invested in social media it is extremely important that companies set themselves SMART (specific measurable achievable realistic timetabled) targets at the outset, take the time to fully  understand the various social networks they intend to engage with and develop different and appropriate information for each of them.

The utilisation of word of mouth marketing, the spreading of valuable information on Twitter, Facebook, and beyond are the central topics of “Likeable Social Media”. In his book, Kerpen contrasts the growing expertise of the consumer, their increasing desire to be heard and the growing popularity of social media with the lack of knowledge amongst small and large corporations many of whom are struggling with the use of social networks in a business environment. Kerpen encourages companies to deliver exciting and attractive online material for their clients and suggests that entrepreneurs should think of Social Media as if it is a cocktail party, where everyone is happy to listen to what others have to say (so long as they are boring and talking about themselves all the time), rather than seeing it as a sale platform.

Kerpen suggest that businesses focus on the following three actions if they want to see an improvement in the return on their investment in social media and build a more active on line community of raving fans:

1) Always start with your current customers. It is far easier to persuade people who have already done business with you to do more. Identify ways to offer incentives for taking action on line e.g. put up signs in your store offering 10% off to those who like you on Facebook, follow you on Twitter etc. Your customers’ friends on their social networks will notice  and be encourage to take similar action which this will help generate more qualified fans.

2) Use Facebook’s targeting system to reach people who like things related to your business, products or services. Then keep them on the platform by driving them to like your page rather than your website. Facebook users spend on average 405 minutes per month on the platform so it is much easier to encourage them to take action towards your brand on the site then off it.

3) Share great content with your fans, e.g. pictures of people, videos and comments related to the kind of services you offer. Better yet, ask your customers and fans to share their best photos.

Another reason why social media hasn’t been favourable for some small companies has been put forward by Ted Rubin, social media expert and regular contributor on Mashable. Rubin suggests that being on social media is a patience game and therefore “return on relationship takes time”. In other words companies should focus on building loyal relationships with their clients, answering customer services questions and building a community instead of  just seeing these platforms as places to obtain leads.

Both Kerpen and Rubin views are in line with our philosophy at Eelan Media. Customers are the central assets of every business, therefore entrepreneurs should bear in mind that obtaining a return on investment from the online market place (which when translated means happy satisfied customers who buy more) is only sustainable if they embrace the customers needs by implementing what we call the Business HUG strategy. Business HUGs are all about hearing, understanding and giving back incredible value to your customers in a way that makes your company stand out in the crowd.

How is social media working for your business? What tips can you share with other small businesses for getting the best return on social media investment? Please share your thoughts we love reading them