The Perils of Social Media Reviews
We have all heard the old adage, “The customer is always right”. It’s hogwash. The customer isn’t always right. If you are in the transportation business, you may have experienced the irrational decisions of a drunk passenger. They certainly can’t be right when they are intoxicated. Or, perhaps your customer signed a contract with you and didn’t read the fine print about late fees or other terms of the contract and now wants to argue about it. No matter what industry you are in, the customer isn’t always right.
But, right or wrong, the customer now has access to a weapon of destruction. Social media reviews. They can be a two-edged sword and make your company glow or destroy your business with words. Monitoring social media is an important part of your business. We monitor our ratings regularly and recognize that we can’t please 100% of the people we serve 100% of the time. However, our ratings are impressive: Facebook (4.8), BBB (4.8), Yelp (4.5) and Trustlink (5.0).
All review sites use a 5-star rating system. Any rating above a 4.0 clearly indicates you are doing things right. This rating system can be a huge plus when a dissatisfied client takes to the “airwaves” to spout off about his grudges with your company. If the majority of your ratings are 5 star reviews, the guy dissing your company comes off like a jerk to everyone else that reads it.
More and more, people are threatening to post negative reviews on sites like Yelp. In fact, a new term has been invented. “I’ll Yelp you”. It’s a reference made to indicate that the person is going to put you on blast on Yelp and share the story of whatever it was that upset him. When a customer does this, it is in your best interest to try to resolve the issue BEFORE he makes a post that will no doubt include embellishments about how bad the situation was.
Worst case scenario, he carries through with the threat and you need to respond on social media with your position so it doesn’t seem like you just blew off the complaint. However, remember, if the majority of the people who post are saying good things, this person will come off as the party who was difficult to work with.
Merchant Business Tips