When was the last time you read through your Facebook reviews? Or (please don't quit reading now) hopped over to your business page on Yelp? Taking a few minutes to address your customers' feedback on review sites is literally the last thing on the priority list of "things to do" for most businesses, but I will maintain that it's essential.
First of all, these unicorn people who take the time to leave feedback about your business are the minority. For every one person that leaves a review, there are a million (this is not scientific) others that have their own opinion on their experience, good or bad, that just go on with their day. Don't you think those that let you know their thoughts deserve to be recognized? I do. Plus, you wouldn't ghost your guests and customers if they were standing in front of you, so why do it online?
Regardless of what I think, I know that when you make it a point to respond, even with a simple "thank you", you're doing more than most others do. And that makes you look good.
Of course, there are a bunch of other reasons to read and respond to your reviews. Free feedback on products or services, insights to trends within your business you can capitalize on, an opportunity to learn something about a customer that you can hold on to and surprise them with when you see them next, etc.
MAKE IT HAPPEN
Have you claimed your accounts on all the review sites? If not, start here with this list of the most popular:
- Google My Business
- Facebook (you've claimed if you have a Facebook Page)
- Yelp (restaurants, local service businesses)
- Amazon (if you sell products through Amazon)
- TripAdvisor (places, destinations, hotels, restaurants)
- Better Business Bureau
- Houzz (home, design, construction)
Restaurants, read more here.
- Identify someone on your team who'd be the best fit to own the responsibility of monitoring and responding to reviews. Hint: this person is someone whose role is already about customer service. It doesn't have to be your marketing person just because it's online!
- Have a plan for negative feedback.