These days there are blogs and review sites popping up everywhere and the chances that your establishment will get a glowing review 100% of the time, is slim to none. However, in the unfortunate circumstance of an unfavourable review, how you deal with it says more about your business than the review itself.
Firstly, is it true?
Read the review carefully, consider the comments that have been made. Is this a genuine review or a malicious attack? Most of the time, the reviewer does not have something against your business or enterprise – they are simply being honest about their experience. Does some of what they are saying ring true?
Secondly, reach out to the reviewer
This obviously all comes down to your PR guidelines, but we would suggest contacting the reviewer – not in a public forum (i.e. send direct messages not Facebook posts or tweets). Thank them for their review. Ask them if they would be willing to set up a call or a meeting to discuss the review.
Listen to what they have said
This is valuable information on your client / customer’s experience. Put away any anger or embarrassment you may feel and address the concerns raised. Often the issues are very easy and simple to fix and improve the overall experience.
Fix the problem
Remember that although it might seem like a PR nightmare, the problem is actually not the poor review. The problem is the poor experience one of your client’s had at your establishment, and the likelihood that others feel the same but are just not voicing their concerns, but they will talk with their feet…
Once you have reached out to the reviewer in question, consider a public response. Something along of the lines of an apology to the reviewer for the awful experience, thanking them for bringing this to your attention and followed by an undertaking to rectify the issues.
Invite the reviewer again
Once you have addressed the concerns raised, invite the reviewer to come and try your establishment again. Throw in a free night’s stay or some other encouraging factor to get them to come back and ask them to let you know how they have experienced their second stay at your hotel, meal at your restaurant or spa experience.
We are not suggesting you specifically ask the reviewer to write a positive review, but hopefully they will be so pleased with the changes that they will want to let their readers know that you have taken their criticism to heart and improved the customer experience for everyone!
What not to do :
- act in a defensive manner, sub-tweet, defame the reviewer;
- ignore the review altogether, block the reviewer and put your head in the sand;
- send threatening letters to the reviewer demanding they remove the post/publish an apology (this will only result in them writing further articles or posts about how poor your management style really is and how you have threatened them…);
- any other action that is aimed at trying to “silence” the reviewer and/or the bad review.
Prevention is better than cure
Of course, your best option is to ensure that you never receive such a review, by contacting Guestwho Mystery Guest Services to come into your organization and conduct a review for you. Remember that our reviews are confidential and private and will not be published – the information is for your eyes only, so you can rectify any issues and ensure that you only receive a sparkling review from the public!