Nothing should be more important to a business than what its
customers have to say. In the era of social media, it is easier than ever for
customers to disseminate their thoughts around the globe. Just one poor review
from a customer can cripple a business. On the other hand, a shining review can
make a business popular overnight. Whether reviews are lackluster or good but not
great, several simple techniques can improve them.
First, never conclude a transaction with a customer without
asking for feedback. Use email, telephone, and face-to-face encounters to request
ratings from customers and suggestions for improvement. This small step can
prevent customers from posting their thoughts online. Let customers vent their
dissatisfaction and allow you to rectify the situation. In addition, ask them
to provide constructive ideas that can help the business improve.
Communication is a two-way street so make it just as easy
for customers to contact the business. Include the company telephone number,
email address, and social media pages on the company website and invoices. No
matter how feedback is received, take what customers have to say seriously and
act on constructive advice. If themes emerge in customer feedback, address
these areas first. Customers will realize that their input makes a difference
and appreciate the resulting improvements, leading to repeat business and
positive word-of-mouth.
Own social media rather than becoming a victim of it. Claim
the business on review sites like Yelp and Foursquare so customers have
somewhere to post online reviews. Check reviews regularly and respond in a
timely manner so customers see that the business is paying attention. Use the
business website, emails, invoices, and in-person conversations to direct
customers toward these review sites. When using online surveys, select software
with push-to-social question capabilities so survey takers will share positive
feedback via social media.
Whether the preferred online environment is a social media
account, a blog, or the business website, remain active. Customers feel more
comfortable contacting a business that maintains an online presence. This is
part of the corporate branding effort that personalizes the business to
consumers. Set up a Google Alert to monitor what customers are saying about the
business and respond to both positive and negative feedback.
If the business is not tied-in to the latest technology,
there are still ways to solicit customer feedback. Create comment cards and
insert them in shopping bags when purchases are made. If business is conducted
via telephone, make post-sale follow-up calls to find out whether customers are
satisfied with their purchases. During these conversations, direct customers to
online review sites, company social media pages, or the company website to
publish their thoughts.
Most businesses will receive at least one negative comment
during their lifetimes. Handle these with dignity, avoiding the urge to get
angry or defensive. Apologize, provide an explanation, and, if possible, offer
a solution. If the issue cannot be resolved quickly, respond that a resolution
is forthcoming and follow up once the issue is resolved. Decrease the
likelihood of future negative reviews by providing every customer with an
excellent experience!
Need more help creating a successful legitimate home business? Did you know that Stacy O'Quinn has helped dozens of small business
owners create financial freedom? For more information about Stacy and how he
can help you, click here.
*Photo Courtesy of Michael Dorausch via Creative Commons License
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