By Mike Falconer
The most popular post to date on my site is: “Why I hate Yelp (and you should too!).”
I still do by the way; and everything is that post still stands today three years later; however, I have grown to accept it as part of the daily life of being in business and feel that, a few road bumps aside, I’ve made my peace with online reviews and even with Yelp.
That mighty sound a little contradictory, but the bottom line is that reviews are here to stay so we all have to deal with it.
“Scott, we have a Yelp problem. We keep getting these horrible reviews what can we do about it?”
” – Build a better product.”
There is no strategy or tip that I, or anyone else, can give you that will fix your business and your online reviews overnight (those that promise to do so are scamming you). If you are a horrible business the chances are you will have horrible reviews online.
Now you can write your own reviews, and risk the wrath of companies like Yelp or Google which are filled with people smarter than you or I (sorry it’s true) who spend a lot of time and energy trying to foil the attempts of those gaming their systems. If you are really unlucky you could also find yourself the subject of a FTC investigation and slapped with a serious fine. It has happened a few times already to those trying to buy or reward those for reviews (many thanks to he great Mike Blumenthal @mblumenthal for this awesome nugget of info and indeed for solidifying my thoughts on Yelp, and online reviews, in general) and expect it to happen a lot more when the government figures out how prevalent it is and how much money can be made. But why bother? It is simpler, easier, and better for your business to just fix the problems in the first place.
Think Yelp or Google (or whatever review site you feel tortures you on a regular basis) does not accurately reflect what your clients think of your business? Prove it! Survey your clients. Make it easy for them to complain and give you feedback. Have a policy to deal with complaints. And, of course, read, learn, and above all, reply to your reviews. If your survey results really are different from what you are seeing from the review sites then publish the data and be honest about what people were complaining about and what you are doing to fix it.
When I started reviewing my business’s clients what I found from the was that they wanted to respond. The feedback I got was overwhelmingly positive, and it allowed me to fix issues, even minor ones, quickly before they blew up online. It also provided real data about what problems we did have and where we were excelling.
A splash page with links to review sites helped make it easy for those who already reviewing us privately to review us in public. As a rule I and not a big fan of asking for reviews – particularly when companies just try to flood one channel. (400 reviews on Google and 10 on Yelp just makes you look shady.) However, a simple splash page with three or four links is tasteful and is the least spam-like way I have found and does not seem to offend anyone.
Unhappy clients will, of course, still happen. How you respond to them is all important, not just for the client, but your future clients who will read your response and see how you deal with complaints.
Apologize – it costs you nothing.
Try to resolve the issue – D’uh!
If you can’t resolve the issue – apologize again!
Do not get into a protracted fight online – would you rather be right or have an unhappy client, a bad review, and maybe worse? Genuinely apologize and try to make things right.
And never, never ever, send, say, or do anything that that you are not completely happy with being splashed all over the Internet. “If you take your review down we will give you your money back” means you care more about the bad review than the unhappy client. If the client deserves their money back – give them their money back!
I am a big fan of responding to even positive reviews – a simple thank you goes a long way. The interesting thing about responding to every review and trying to keep clients happy is that it is not just new clients that notice. Potential new employees use the tools available to them when researching their potential new employer. Those tools are Yelp and Google.
While I still hate Yelp – it really is a flawed product. It exists because customers used to basically be powerless. The balance may have shifted but I know at my business we try to solve issues, I know that we sometimes succeed and sometimes we fail. We are not perfect, but we have not stopped trying and I think even those that view us on Yelp can see it.
And I can live with that.