In the past, we may have relied on a critic for the local newspaper to let us know if the new restaurant opening in the high street was worth a visit – but now, we can be our own critics. The internet has led to a stream of popular comparison websites, such as Tripadvisor, that allow us to rank our opinions of accommodation, restaurants and attractions. If we love something, we can now easily upload photos and tell others why it’s so fabulous and deserves people to visit, but on the flip-side, if we dislike something or somewhere, we can semi-anonymously post our thoughts online.
This is great for the consumer; at last our voice is heard! We can now all be master critics and play God with the local establishments, using our opinions to determine where the number one place to go out for breakfast is, the best hotel for a good night’s sleep or which restaurant served you soup with a hair in it. Popularity will win out.
However, for the owners of these establishments, what should they do? Should they sit by while their reputation slowly falls away? Should they shout and stomp their feet and tell people they’re wrong?
It is how these business owners deal with negative criticism that is of the upmost importance to protecting their reputation. We’d hope that good business owners will take criticism on board in a constructive manner. If people are saying the toilets are dirty, then respond with an apology, thank them for their observation and above all, do something about it! Make sure the toilets are spotlessly clean so that no one else need criticise your business for avoidable errors. Some clever reputation management will ensure that negative comments can actually help make your business the best that it can be.
Another important factor to remember is that words will remain online for the foreseeable future. Business owners or employees that respond to criticism with outrage and complete disbelief in someone’s opinion are doing their business more harm than good. In their bid to defend the organisation, they are actually putting off potential customers that visit the website. People don't want to visit somewhere with rude staff. Replying to a review with vitriol says more about the business than one negative review does.
People are entitled to their opinions, whether you agree with them or not. It is impossible to please everyone. A polite and apologetic reply will impress new customers, and maybe even encourage the one negative reviewer to give you another go.
Some dos and don’ts to remember:
DO thank people for positive reviews or drawing your attention to an amendable fault.
DON’T reply to reviewers with anger.
DO embrace the internet!
DON’T forget that criticism can be constructive – use it to better yourself!
DO be polite at all times.
Remember, good customer service and reputation management will lead to success.
