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Marketing Online: Turning negative reviews into positive outcomes

July 31/Aug. 7: Volume 31, Issue 4

By Ken Ryan

 

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The above exchange between a would-be customer and specialty flooring retailer appeared on Yelp in June. While the complaint was relatively benign it nonetheless resulted in two dissatisfied customers walking away from a potential purchase.

The flooring retailer in question usually receives favorable reviews on Yelp, so the complaint was out of character. Still, even the best flooring dealers can receive negative online reviews no matter how great their intentions.

In this case, many social media experts say, the retailer responded appropriately.

“Nobody likes getting negative reviews,” said Taylor Cutler, demand-gen specialist for Podium, a company that specializes in social media and online marketing. “In fact, it can be hard to not get upset when a customer leaves a bad review. That being said, a small number of negative reviews adds to the authenticity of all your reviews. Consumers know that no business is going to be perfect, so they will be understanding when they see one pop up from time to time.”

The key to dealing with negative reviews, Cutler explains, is to view them as an opportunity to improve your business. “When responding to negative reviews the first thing you should do is remain calm. Lashing out at customers is never going to end well, even if you think the review is unwarranted.”

Here are a few tips from social media experts on dealing with negative reviews.

Be responsive. The age-old retort, “I am not even going to dignify that with a response,” might be a way to handle certain situations but not online complaints, experts say. It may be tempting to delete negative feedback. However, responding well to negatives can actually turn into a positive when other customers see a thoughtful and respectful response. “Typically when people come to social media with a complaint it is a result of some sort of miscommunication,” said Frank Chiera, senior vice president of marketing and advertising, Flooring America/Flooring Canada. He recommends flooring retailers reply as quickly as possible and do whatever they can to help the customer out. “Good service and a prompt response can go a long way to make that customer happy. In most cases, his members have already worked directly with the customers to resolve the issue they are experiencing, and they are a result of things outside of our store’s control—like subfloor problems or issues with independent contractors who installed our product. If you’ve done everything you can already to please the customer, we recommend you briefly recap the steps you’ve taken in your response and invite the person to get in touch directly if she would like to discuss it further.”

Screen Shot 2017-08-07 at 11.34.22 AMFlooring America’s F.A.S.T. (Flooring America Social Tools) program, for example, provides comprehensive monitoring across all social media platforms so the buying group is able to find and address these complaints quickly as they come in. The My Floor Story creates a place for reviews to live on all member microsites.

Don’t wait too long to act. Numerous surveys have found that a high proportion of customers regard online reviews as credible. While negative reviews still make up a relatively small portion of all reviews posted— according to the White House Office of Consumer Affairs, only one in 26 customers will take the time to complain publicly—when you do get a bad review you should take it very seriously.

Research the incident. If necessary, speak to your staff to get their side of the story, and communicate privately with the reviewer to find out more details. If you’ve joined a review site, you should be able to message reviewers privately. If you haven’t joined, you can post a public message asking the reviewer to contact you offline (i.e., by phone or email) to discuss her concern. If the negative comment is on a blog, Facebook page or Twitter, you may have to respond publicly and ask the writer to contact you privately. The last thing you want is a public he-said-she-said argument. You can respond to inaccurate reviews to set the record straight about facts without getting into a tit-for-tat conversation.

Learn from it. Successful business people learn from negative reviews, improve their business—if need be—and then move on.

Offer a solution. According to Podium’s Cutler, apologizing to your customers is great but what they really want is a solution. He recommends including a detailed plan of action to remediate the problem as part of your response.

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Technology: Podium places online reviews front and center

May 22/29, 2017: Volume 31, Issue 25

By Lindsay Baillie

 

Screen Shot 2017-05-30 at 10.25.11 AMPodium, a customer interaction platform, is looking to make it easier for flooring retailers to manage their online reviews and customer interaction. The company, which was founded in 2014 by Eric Rea and Dennis Steele, allows businesses to not only build and manage online reviews, but also drive interest with potential and existing customers through channels like text message. By collecting reviews, businesses can improve their local search optimization, which generally means they rank higher in search results to ultimately drive more business.

“We compare online reviews to the new word of mouth,” said Matt Boyce, director of demand generation. It is with this focus, he notes, that Podium has developed its platform and features.

Not to be confused with other platforms, Podium is not a traditional marketing company. What separates Podium from other platforms is its focus on helping businesses communicate and interact with their customers to get reviews and in-depth feedback.

“Podium offers a customer interaction platform that focuses on making the exchange of collecting customer feedback on key websites really easy,” Dallin Palmer, sales director, home services, explained. “We use a three-stage program to help retailers get found, get chosen and get insight into their business.”

One of Podium’s key features is its text messaging system that allows businesses to ask customers for reviews with a push of a button. By using this feature, businesses are able to request a customer review—to any device—seconds after a service is performed. According to the company, this increases the business’ probability of gaining more reviews.

Podium takes this feature a step further by generating an easy-to-use, interactive text message that allows the customer to choose which review site she would like to use. The list of review sites the customer sees is completely customizable by the business sending the text message. Podium has found that the top two platforms most businesses target are Facebook and Google. In addition, while the company doesn’t generate reviews on Yelp, it is an official Yelp Knowledge Partner, which means it can pull Yelp data for a business into the Podium platform, according to Palmer.

While the platform is available to all types of businesses, flooring retailers can really benefit from Podium’s products, Palmer explained. “For most flooring business owners in most areas you’ve got really stiff competition. We’ve found in situations where you’re selling a commoditized product, people are looking at the reviews and past experiences of others to learn about the services they will receive. Consumers leverage these reviews to make buying decisions.”

The ultimate goal, according to Palmer, is to change the paradigm. “We want to revolutionize the way local businesses go about communicating with their customers. It’s all about identifying the needs within this area.”

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Domotex sees surge in growth

Upbeat attitude seen throughout exhibit halls

Hannover, Germany—While the world’s economy may not be what it was five years ago, there are numerous signs pointing to better days ahead. For the flooring industry, trade shows are a key indicator of what people expect for the coming year. So when a reported 45,000 people attended Domotex Hannover 2012, a 12% increase over last year, it had officials elated. Continue reading Domotex sees surge in growth