“Angered by what she thought was shoddy work on her home, Fairfax resident Jane Perez did what has become the go-to form of retail vengeance in the Internet age: She logged on to Yelp and posted scathing reviews of the D.C. firm that did the job.
Perez ticked off a list of accusations, including damage to her home, an invoice for work the contractor did not perform and jewelry that disappeared. She closed one post by fuming, “Bottom line do not put yourself through this nightmare of a contractor.” – Washington Post – http://articles.washingtonpost.com/2012-12-04/local/35625084_1_yelp-online-reviews-defamation
I don’t know if you read the Yelp review that virtually rocked the online review – http://articles.washingtonpost.com/2012-12-04/local/35625084_1_yelp-online-reviews-defamation world last year, but there’s something we can all learn from it. When Ms. Perez took to the internets to write the scathing review about Christopher Dietz’s construction company based out of Fairfax, Virginia, it nearly cost him his livelihood. Had he done a poor job? Maybe. But it doesn’t matter if he did or didn’t – the internet said he did so it was fact (even if it wasn’t).
Online review websites have cropped up within only the last few years. Yelp – http://www.yelp.com/about was founded in 2004. Angie’s List – https://www.google.com/search?q=angies+list+founded&aq=f&oq=angies+list+founded&aqs=chrome.0.57j65l2j5j0l2.2024j0&sourceid=chrome&ie=UTF-8 was founded in 2005. The world of online reviews is here, and it’s here to stay so as a business owner / restoration marketer, there are a few things YOU can do now. You must prepare yourself for that inevitable customer that will take to the internets for online vindication of a drywall installer they thought got dust on their precious antique furniture past down from their great great great aunt twice removed or a plumber who didn’t fix a leak – I guarantee you it’ll happen to you if it hasn’t already. They’ll get their 5 minutes of venting out, but you’ll be paying the price year later unless… you
Stack your Positive Reviews
This sounds bad… some what like stacking the odds, but it’s completely playing by the rules. Stack your reviews simply means go back into your customer archives – send out a newsletter asking past happy clients to write a review about their experience with you. Send them links to your Angie’s List account, Yelp account, and Google Places account. Add a monetary incentive if you have to (no one says no to a $5 Starbucks gift card). Ask your Facebook fans. Tell them exactly why you want a review – because that online reputation means far more than the handwritten letter. Stack your review accounts with positive feedback. This will keep your scores high when someone jumps on Angie’s list to give you an unwarranted “D” rating down the road.
Apologize
Finally, apologize. Most online review sites allow the business owner to write one response to the reviewer. Please don’t be that business owner who uses this area to write up a list of excuses and reasons why the reviewer is wrong / an idiot / partially insane, etc. Nothing is more embarrassing than a company who can’t take criticism and grow from it – even if that person is insane. Your response should include an apology, a thanks to the writer for taking their time to help you better your customer experience, and a list of changes you implemented after reading their feedback. Let them know their time is appreciated and you as a company are doing everything in your power to keep the customer experience top notch. Believe me – it’ll make that egg on your face look a lot more appealing as well as look good to others researching your company on review sites. “A company that learned from it’s mistakes? Fired the sub who messed up the drywall? Apologized?!” Believe me… you’ll come out looking like the shining star.
Offer to Fix the Issues in Exchange for an Updated Review
This sounds like a bribe because it some what is. I know what you’re thinking “Gasp! How could you!? We would never!” So you’re saying you’re conscience would feel better with that big fat “F” review sitting on Angie’s List? Great… you have fun with that. For the rest of us sane people, offering to fix the issues in exchange for an updated review is completely fair. I’ve actually removed reviews when the company offers to rectify a situation that led me to write a pretty rough review. And you know what I did for companies who didn’t offer to fix a situation? Nothing. I left the review to sit there – smoldering in its online fire pit of revenge. So try it – have a client who thought you tracked in mud during a pack back? Send a cleaning service compliments of you.
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FAQ
What is Yelp?
Yelp is an online platform where users can write and read reviews of local businesses, including restaurants, retail stores, and service providers.
Why are Yelp reviews important for businesses?
Yelp reviews are important for businesses because they can influence potential customers’ perceptions of the business, impact search engine rankings, and provide valuable feedback for improving customer experience.
How can businesses encourage customers to leave Yelp reviews?
Businesses can encourage customers to leave Yelp reviews by including a link to their Yelp page on their website and in email newsletters, displaying signage in their physical location, and offering incentives or discounts for leaving a review.
What are some tips for responding to Yelp reviews?
Tips for responding to Yelp reviews include thanking customers for their feedback, addressing any negative comments or concerns in a professional and courteous manner, and offering to make amends for any negative experiences.
How can businesses use Yelp reviews to improve customer experience?
Businesses can use Yelp reviews to improve customer experience by identifying common themes or issues in reviews and addressing them through staff training, process improvements, or changes in product or service offerings.
Can businesses remove negative Yelp reviews?
Businesses cannot remove negative Yelp reviews, but they can respond to the review and address any concerns or issues raised by the customer.
How can businesses monitor their Yelp reviews and ratings?
Businesses can monitor their Yelp reviews and ratings by creating a business account on Yelp and setting up email alerts for new reviews or messages.
What are some common mistakes businesses make in responding to Yelp reviews?
Common mistakes businesses make in responding to Yelp reviews include being defensive or dismissive of negative feedback, failing to address specific concerns raised by customers, and not acknowledging positive feedback or reviews.
Is Yelp the only platform for online reviews?
No, there are other platforms for online reviews such as Google My Business, TripAdvisor, and Facebook, but Yelp is one of the most widely used and influential platforms.
Can businesses advertise on Yelp?
Yes, businesses can advertise on Yelp through sponsored search results or display ads, which can help increase visibility and drive more traffic to their Yelp page.
