Online Reviews are Vital: Here's Why
Online reviews play a pivotal role in shaping your business's reputation. Google factors in these reviews when calculating your average rating, meaning the more positive reviews you garner, the higher your star rating will soar. Conversely, if your business has only a handful of reviews, a single negative comment can significantly impact your overall score. According to SEO experts at Moz, both review quantity and recency are critical factors influencing your page ranking. Customers heavily rely on online reviews when making decisions. Many will choose a restaurant based on good reviews while avoiding those with negative feedback. Unsurprisingly, positive reviews can translate into increased sales. Notably, recent reviews hold more weight; a study by Search Engine Land found that 69% of consumers consider reviews older than three months to be irrelevant.
Monitor & Respond To Reviews
Good customer reviews on platforms like Google, Yelp, Facebook, and TripAdvisor serve as powerful social proof. Positive peer recommendations signal value to prospective customers, so acknowledging these reviews is essential. Roger Yu from USA Today highlights the danger of neglecting your online reputation: “While it may be tempting for small-business owners to shrug off a few lousy reviews, industry research shows that benign neglect could quickly hurt sales—especially given the new normal of customers consulting their smartphones for even the smallest purchases.” Moreover, the White House Office of Consumer Affairs reports that a dissatisfied customer will tell between 9 to 15 people about their negative experience. In the digital realm, one customer can equate to hundreds of views over time, making it imperative to manage your online reputation actively.
Make It Easy for Customers to Review
Encouraging reviews should be a seamless process for your customers. Consider placing a poster at your registration desk with a QR code that directs them to a landing page for their reviews. Following an event, send out a follow-up email or text message inviting customers to share their experiences. If someone makes a booking with your battlefield business, thank them in a follow-up message and request a review. Ensure the review link points to the specific platform where you want them to share their feedback—opt for one or two options, such as Facebook or Google Maps. Google Maps is particularly effective, as customers can be prompted to recommend your venue when checking in on Facebook.
What Not To Do With Bad or Ugly Reviews
You've worked hard on your business to get where it is today. So if a customer gives you negative feedback it is hard.
However, issuing a knee-jerk reaction online can amplify the negativity and further damage your reputation. A notorious example is a Welsh caravan park owner's response to a negative TripAdvisor review. After a guest compared the site to a concentration camp, the owner replied in character as a Nazi SS Guard, referencing his staff as "armed guards with bad dogs." This ill-advised response not only drew backlash from the Jewish community but also highlighted the dangers of unprofessional online conduct.
The review and Brookshaw's response have been deleted from the TripAdvisor website, but not before a backlash from the Jewish community.
How To Address Bad Reviews
Try as you might, you can't please all the people all of the time.
Here's how to deal with a bad review:
Despite your best efforts, you can't please everyone all the time. Here are steps to deal with a bad review effectively:
1. Don't Panic: Resist the urge to post an impulsive reply that is defensive, overly apologetic, or angry.
2. Take Time to Analyze: Reflect on the feedback and assess whether it raises a genuine issue.
3. Acknowledge the Review: Respond to all reviews, whether they're 1-star or 5-star. If a review has only stars without comments, a simple "like" or thumbs-up will do. For written comments, craft a thoughtful reply.
4. Resolve the Issue: If the customer raises a valid concern, invite them to call you or reach out if you have their contact information.
How To Deal With Fake Reviews
Fake reviews have unfortunately become a part of the online landscape. For instance, our battlefield business received a 2-star review from a user who claimed they were unhappy about being banned from melee attacks. My response was straightforward: "Hi Angus, we are a rental service, so you play at your place with your house rules. Perhaps you are confusing us with a laser tag arena?" The same reviewer also left a 1-star review across multiple venues, claiming a great experience the first time but lamenting poor service on subsequent visits. In response, I said: "Hi Sandy, I'm sorry to hear that your experience wasn't perfect. I’m keen to investigate how we can improve our service for guests at Laser Skirmish. I couldn’t find your name in our database, so could you provide the dates of your recent birthday parties? Please give us a call at the office at 1300666559. We’re dedicated to creating unforgettable birthday parties and are eager to make things right." Responding to even bogus reviews shows potential customers how you handle real complaints and reinforces your commitment to customer service. If you encounter fake reviews, you can request Google or Facebook to flag them as inappropriate. Stay vigilant, flag and report these reviews, and establish a review policy for your business. Though social media giants often don’t respond promptly, it’s still important to take action against fake feedback.
It's Not All Doom & Gloom
Despite the challenges posed by negative reviews, it’s essential to encourage your customers to share their positive experiences. For example, one 5-star reviewer, Elise, shared: "We loved our Laser Tag party. The easiest party I have done for a group of 15 children. They had so much fun; I highly recommend it!" Our response was enthusiastic: "Hi Elise, we’re so glad to hear that your crew loved the laser tag party!" Another happy customer, Leia, said: "Had a 22nd birthday party here. We had a great time, and the staff was really friendly. Good venue too, but it works you hard with all the running." We replied: "Hi Leia, thank you for your feedback! We’re thrilled that you and your friends had a fantastic time."
