Everyone has a voice and at the moment, everyone has valuable tool to broadcast their voice and that tool is the web. Tune in as Chris Bucholtz, Editor-in-Chief of CRM Outsiders, joins Brent Leary to explore customer relationship and online reputation management, and one case mainly, the Casey Movers threat on Yelp.
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Small Business Trends: Chris, are you able to let us know a bit in regards to the case of the Casey Movers Yelp threat
Chris Bucholtz: I wrote a chunk on CRM Outsiders about Yelp and about how customers are becoming more sophisticated about what they see on the subject of comments.
Customers are learning to make use of it better. But for some reason, certain businesses simply aren’t learning how one can use this or know what the etiquette is. Frankly, as a result, i feel the corporate brought somewhat of bad manners in conjunction with them to the social media world.
Here is the placement. A customer and his parents had an experience with an outfit called Casey Movers. There have been some issues with the move and a few things got broken.
Small Business Trends: Moving is stressful. When you’re the child of elderly parents on the brink of make a large move and they’re really dependent on you to assist out, you switch to a moving company which you hope will make this experience as easy on them as possible.
Chris Bucholtz: And it wasn’t. It wasn’t the oldsters that put the Yelp review up. It was the son’s wife. It was a negative review and time passed.
Small Business Trends: quite a lot of time passed.
Chris Bucholtz: Eighteen months passed. That’s eons in business.
Small Business Trends: Let me read the letter that came a year and a half after the Yelp review. i need to stress the time here since it didn’t ask how do we make it better What are we able to do to relieve this case In the event that they were really thinking about helping, they might have done it well before a year and a half, correct Here’s one of the letter sent to the client:
“While we appreciate constructive feedback, it’s Casey Movers firm belief that your review is unnecessarily damaging to the corporate and to the workers and families that this company supports.
Although, we respect you could have opinions concerning the service, Casey Movers shall not be damaged by following Federal moving procedures as this review is unnecessarily deceiving to future clients.
I am politely asking you to take away the review. Please be advised that if the review remains online, Casey Movers would be filing a libel suit against you within which you would like to travel to Hingham District Court in Hingham, Massachusetts as a defendant.”
Chris Bucholtz: It is a letter sent to the client. So these people saw this review and in reality took the time and bother to peer up the guidelines at the customer – so that they could write them and deliver this excellent letter telling them that they will be sued in the event that they didn’t change their Yelp review.
Small Business Trends: And it’s from a sales manager. Not a legal counsel, not the president of the corporate, simply a sales manager.
Chris Bucholtz: Yes. Here’s precisely the way to not do it. You’re essentially blaming the victim. You’ve already caused some issues of these people and you have got already made them an unhappy customer.
Trying to intimidate people leaving reviews on Yelp, asking them to take their reviews down or modifying their review, is somewhat unsavory.
Small Business Trends: Everything was done wrong. The question is, given this history, what could an organization do differently
Chris Bucholtz: l think first thing to do is reach out to the client who’s wronged and take a look at to make it right with them. Just be creative in engaging directly with the client in a forthright way and if something went wrong, admit it went wrong. The shopper was there. The client is the only making the judgment call about how well you probably did.
In situations like that is by way of Yelp, in certain cases, you’ll get a negative review. It’s just how it works. In case you run a business, you’ll get a negative review here and there. Don’t freak out.
The people who find themselves motivated to jot down either had a very good time, or had a very bad time. Customers who’re reading Yelp nowadays are plenty smarter than they was. It’s not a specific thing where they fixate at the one bad review out of 30. You could have 29 positives and one bad one – don’t fixate at the bad one.
Small Business Trends: This brings up a talk I had with the CEO of a corporation called Boloco, a burrito chain. John Pepper said something i’ll never forget. He said, “When we get criticism for our service from a customer, I view it as the best opportunities we will be able to get. Because that permits us a chance to construct a relationship if we respond accordingly, fast, and show that we intend to modify and do it better the subsequent time.”
When you check out Casey Movers, threatening customers isn’t a terrific thing. Being a year and a half late to reply to a customer request, or a customer criticism isn’t a very good thing. Try to be responsive and you’ve got to be open to working with the purchasers. Not looking to force them to modify their negative opinion of a negative experience.
Why not think about changing the negative experience instead
Chris Bucholtz: Exactly. There are specific things that you’ve control of. Once something goes up on social media, you don’t have control over it anymore. But you may control your reaction to it and you may control it in a sense that’s positive, as lots of companies are doing nowadays, and taking the customer’s input to heart and using it to enhance do business.
Small Business Trends: Try to be a corporation that creates a culture of desirous to hearken to the client. a variety of companies haven’t. They talk an honest game, but if it comes right down to it, when it gets to the negative Yelp review, all bets are off.
Chris Bucholtz: Reviews may be stinging. But for this reason, i feel the pain really came from the response – not from the real review itself.
Small Business Trends: It came from the sales manager and it came a year and a half late. By the way in which, not just did the Yelp commenter not take down the comment – she added another review .
This interview is a part of our One on One series of conversations with one of the vital most thought-provoking entrepreneurs, authors and experts in business today. This interview have been edited for publication. To listen to audio of the entire interview, click an appropriate arrow at the gray player below. You too can see more interviews in our interview series .