Retail Observer

RETAILOBSERVER.COM FEBRUARY 2019 56 Mike Whitaker Consumer Electronics Trends C onsumer reviews have reached an extremely high level of influence in today's complex marketing world. Reviews, and how we handle them, are hotly debated topics and pose a real challenge for today's independent CE dealers. As I shared in a recent article, the influence that an individual consumer can have when reviewing your company, favorably or not, is almost limitless. Add the ever-increasing number of folks who are turning to Google, Facebook and Yelp to decide where to shop, and you know it's time to start making the most of those review platforms. When I talk with retailers at conventions and executive summits, one of the most common questions they ask is about the best way to handle online reviews. Naturally, the initial challenge is to get reviewed in the first place. But then the real challenge becomes what you should do with your growing review portfolio. First off, you do need to respond. You must respond to every review of your business, good or bad. That's because, by responding, you're showing that your business is engaged with its customers, that you are listening to them and understand their thoughts and needs. This has to be done in a timely manner, the faster the better. Best practice suggests a same-day response is most acceptable and effective. Now then, responding to the positive reviews is easy and fun! When a customer leaves a glowing description of the great experience they had with your business, the best reply is a sincere thank-you. Simply thank them for the review and the opportunity to serve them. And while you're at it, why not invite them back when a future need arises? Make your replies personal — resist the urge to cut-and-paste a canned reply. Authenticity is as important as engagement, and taking the time to be sincere and personal is a classy touch. Negative reviews are another story. They're bound to happen to the best retail operations. We can't be all things to all people, and there will be disappointed customers. Unfortunately, these folks can be vocal, and they may sometimes share very accurate and real disappointments. Or they might submit highly imaginative, completely unfair feedback. You might even find non-customers (can you spell "competitors") leaving nefarious reviews. For many of us, our initial reaction to a negative review may be emotional, especially if our family name is on the business. How can you help but take it personally when they're saying unfair or untrue things about you, your family, and/or your business? At all times, I urge you to resist the temptation to respond emotionally! A quality, classy response to a negative review is a lot simpler to write than you might think. Quality responses to negative reviews have three parts. First (and this can be tough), thank the customer for the review. I know it sounds crazy, but it's very important. You aren't thanking them for sharing a negative experience, but for sharing their feedback and giving you an opportunity to further serve them. Second, you need to apologize. This is true, even and especially if you weren't at fault! Again, you are not apologizing for the specific issues cited in the review. Apologize instead for the fact that they were disappointed with their experience. They are expressing a simple truth according to their own lights, and we are never out to disappoint a customer. So, aren't we sorry when it happens? Sure we are! Finally, wrap up your reply by taking the conversation offline. This is easily done by letting the reviewer know that a member of your team will be in touch to explore how their issue can be resolved and what solutions may be offered. Keep it simple, avoid making promises, and you'll open a door to potentially save an unhappy customer, and at the same time show future prospects that you are engaged, you care, and you're responsive. A few final tips. In your reply to a negative review, never try to argue that the customer is wrong and you are right — don't try to litigate your way to a resolution. No good can possibly come from doing so. Responding to stinker reviews becomes a lot easier when you remember that your reply will not only be read by the individual reviewer but will definitely be read by prospects who'll be checking out your business down the road. Also, make sure to keep your word and follow up with the customer who left the negative review. There might be a path to save the relationship. Or there may not be, but you lose nothing by doing your best to find out. MANAGING ONLINE REVIEWS Best practices for responding to your fans and detractors Mike Whitaker, Nationwide Primemedia RO

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