Feedback is necessary for improvement, especially in one’s business. While positive reviews are always welcome, one cannot avoid getting unsavoury comments as it is not all the time that customers and clients have happy experiences with a service or product. When this happens, how do you deal with them?
Respond and acknowledge the remark
There may be various reasons behind every negative comment, but the best way to approach it is to face it head-on. Lauren Staley, Managing Director of Infolio Property Advisors, sometimes encounter situations where they receive feedback on issues beyond their scope.
“This is a tricky one and often frustrating as I operate a property advisory and property management firm, so we can get tenants frustrated with something and wanting to express frustrations on Google reviews and it's typically about the landlord or maintenance issues which are mostly out of our control. My approach is to write back that we acknowledge their frustration, however, suggest that anyone reading the review contact me directly for a more informed and balanced view of the situation,” she stated.
Reach out to the customer
Getting complaints or unfavourable reviews are not uncommon in the hospitality industry where impeccable and quality service is of the utmost standard. Malcolm Bean, Director at Beanmkrgy, a company that is into hospitality consulting and investment, shared what they do whenever they get into this situation.
“We strive to recognise with a response from a senior manager as immediately as possible. The goal is for it to be a real response (not an obvious corporate robot type) addressing the specific issue/s and what the rectification/next steps are (sometimes to call out an untruth, too). I think being candid is appreciated by most. Often the response is a great marketing opportunity to let any reader know we are committed, will take action and also to lengthen the response to talk about our broader offering, too. In the hotel/hospitality industry, our goal is to then have the customer come back again and give them a normal experience. The most loyal customers are those who started as unsatisfied,” Malcolm explained.
Address the concern and resolve the issue
Similarly, Rahul Kale, Director at Sunpower Renewables, believed to tackle the issue as soon as possible by taking the first step in knowing the motive behind the feedback.
“Get in touch with the customer. Understand the reason for their unsavoury comments. Unsavoury feedback is not meant to hurt your ego and make you recoil - it is important feedback that benefits the company to get better, improve and grow. Ignoring the issue or defending your position does not help – instead, address the concern and work with them to resolve the issue. Nine out of ten times this has worked for us,” he remarked.
Learn and understand, then pivot if needed
Oftentimes, receiving feedback from a dissatisfied customer is an opportunity to step back, review your business and see if there’s anything that needs to be changed.
Meirav Ambar, Partner at Trendtrade International, take this as a learning exercise to know more about their customers and have a better look at their services. “It's very hard, especially when you are truly passionate about what you do. But by definition, a brand doesn't target everybody. I take the feedback, sometimes have a one-on-one discussion with that customer to understand more, learn from it and pivot if needed and move on,” Meirav shared.
Take as an opportunity to improve
Some feedback may affect a business positively or adversely. But even negative reviews can be turned into something positive by making improvements in the business.
Aaron Smith, Founder of KX Pilates understands this and makes it a motivation to better the offerings he extends to his target clients. “Productive feedback is the pathway to and necessary for continuous improvement, which is what KX is all about. Look at these reviews as a direct line from your customers on how you can improve, but make sure that this feedback is coming from a customer you want to retain. Remember, the customer is not always right, but the RIGHT customer is always right.”
In all these, discernment is key to taking whatever step you believe suits the negative feedback you receive. As shared by our members above, it is important to know where the comment is coming from and the details or reason behind them. If they are valid and justifiable, waste no time in taking action to lessen any adverse effect it may have on your business. Moreover, open communication can help in turning the situation around and resolving whatever issue was raised. Lastly, take it as a learning experience where you can further develop and improve your business.
If you have a similar experience, share with us below how you managed the situation.