Do not underestimate the power of word of mouth
Good or bad, what people are saying about your company is spread faster than ever before. In our recent post we discussed the fact that customers now have a Megaphone not just a voice! (https://creatively-yours.co.uk/importance-of-customer-service/ and we pointed out that, rightly or wrongly, social media has given many more people a voice to a wider audience.
It is far too easy to look at your reviews and decide that Person ‘x’ was always going to find fault, or person ‘y’ is not being completely fair and either ignore, which seems to be the default position, or ‘come out swinging’ and attack. But can we suggest a third way?
Definitely check on reviews, but make sure you answer criticism without attacking the reviewers point of view. Their opinion, one sided as it may be, is still valid for them. The key is to take on board their comments and suggest a solution or, if it will take some time to fully investigate, then tell them that, but keep to it. How many times have you been promised that ‘we will carry out a thorough investigation’ and that is the last you hear about it.
The key is to be straight and honest and keep communicating. Even in the most tense situations that we have witnessed, thankfully outside of our company, the energy leaves the mob as soon as they feel you are being completely honest with people.
It might be distasteful to you, but how about offering a discount on their next purchase. They probably will not take you up on this, but how can they still argue that you do not take service and quality seriously. But offer something of value to the reviewer, there is no point offering a free drink when they live 30 miles from your establishment and only visit while on a weekend break. But equally try and illicit something back from them, perhaps a new review, or at least a softening of their complaint from ‘always’ to ‘on this particular occasion it seems…’
So why focus on reviews and social media, is word of mouth really so important? At the time of writing there is a petition in the UK being held on the Government’s own website which is gathering considerable traction. Not through advertising or marketing but purely through social media and word of mouth, which was then picked up by the mainstream television and media. A petition that would normally struggle to garner enough signatures to even generate a response (10,000 signatories) has exceeded the amount needed for a possible debate in parliament (100,000 signatories), not by a few but by a couple of million and still climbing.
Now we are not saying that this form of online mob-rule is right or wrong nor even if it is positive or negative, but more that you need to be aware of the potentially crippling effects that ignoring the damage that this can have on your business reputation for long into the future.
Creatively Yours…
Creatively Yours Ltd helps businesses like yours succeed online through website design, website development, and our Helponomics system that offers support and training as you need it and highlights areas that could increase your sales.
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