Valley PR Blog

You’ve Been Yelped, Part II: Businesses

By ValleyPRblog on August 4th, 2010 In Advice

Yesterday, I talked about one half of the customer service experience, which is how to appropriately complain and maintain reasonable expectations for response from businesses. Surely though, the bigger half of the conversation is how businesses (specifically restaurants) should weigh, measure and respond to complaints, both in person and online. Bigger half? Absolutely, because many businesses have forgotten that customer service is not a reciprocal. In almost all cases, it doesn’t matter how a customer behaves in his complaint, you should still try to make amends to them.

When I meet with businesses, I’m the type of Marketing/PR girl who takes a look around. I test the service and particularly love working for businesses that I already love. Why? Because PR can’t fix a bad product. Point “A” for most businesses on the social media train is a fear of people “talking about them.” I am quick to point out that:

1. Customers are already talking about you. The option to “participate” in social media doesn’t exist anymore. Only choice is whether to listen or not. Not listening equates to laziness, fear and lack of responsibility. Customer service is a bridge, as the business you’ve got to be willing to walk halfway across, even if that means dealing with technology you find “bothersome” or “unhelpful.”
2. Social Media isn’t the problem. If people are complaining about your product, twitter and yelp aren’t the issue, your product is. Fix the product.
3. Social Media didn’t invent complaining. See social media as a gift to businesses. It allows you to listen in on customer opinion of your product in a way you never could before. When Sally goes home and complains about your tart lemonade to her knitting circle, you’d never know about it. When Sally posts on TripAdvisor, you are able to hear her critique, respond to the public, address the problem and even convince Sally to give you another chance to impress. If you’re really on the ball, you can correct the problem in real time.

My Top Ten Tips for Successful Business Response to Criticism, Online and Off

Staff training
When you are not at your business, your business ethic must be. It is unreasonable to expect the teenager you’ve hired to be vested in your business the way you are without incentivizing their investment either by praise, reward or finance. If your doors are open, someone on the physical grounds should have the authority to correct problems and offer recompense. If it’s not you, make sure that person knows what an appropriate response is (you are authorized to comp meals, to discount products accordingly, to offer gift certificates, etc.) and how to document what happened.
Be prepared to bend over
Backwards, that is (though it may feel differently). Whether or not it actually resets the relationship with the customer, it’s still a matter of rising above, and setting on record that you tried. That will go a long way if the issue is made public on a social media site. Whether its comping a $20 meal or a $200 meal, the consequences of not doing so are far more costly. “Money can’t buy you class” but class will definitely result in better customers.
It’s not all about you
Ask the customer what you can do to remedy the situation. Every minute of public outburst in your place of business costs you more than what they’re likely to ask for, and your time is worth something too. I can never understand why some businesses (cell phone companies, cable companies, airlines) make it SO difficult to get to an end result when you know that in the end, they are going to acquiesce. What a waste of man hours and good will. By the time I’ve gotten what I want, I’m exhausted and still angry. If they don’t know what they want, suggest a mix of solutions. Discount the meal heavily AND offer a heavy discount if they give you a second chance (gift certificates, etc.).
Never post the first draft
Fixing a problem in person is great, but lots of complaints come via mail, email, phone message, online review, etc. Don’t post your initial reaction. Sit on it a day and edit it. Edit out all the emotion and be objective, but remind the customer that you are trying hard, there are real people behind the business, and you will address the issues.
Don’t re-engage
Customers complain online, you respond. That’s the end of the road of productivity in these engagements. If a customer complains again or is unhappy with your response, it’s best to leave things be rather than engage in a flame war. Even if a customer expresses pleasure with your response, let their word be the last.
DO re-visit
Nothing says, “I took your complaint seriously” more  than a follow up later (weeks, months). A short email, a twitter, even a phone call just to simply say, “we’d love to have you back in again, please be sure to ask for me specifically, and let me know your thoughts afterward, here’s my phone number.” When I consider the hallmarks of the businesses I frequent and am loyal to, a proprietor willing to be invested personally is always in the mix.
Reward good behavior too
Nothing reminds me more how appreciated I am as a customer than the occasional thank you. Whether it’s the extra app that arrives because we couldn’t decide between two options, or a thank you glass of wine — even just the chef dropping by the table to ask our thoughts. These signals establish a relationship. In turn, their reward is my loyalty, and consistently sending new people into their establishment. This isn’t pay for play, this is a relationship — frequently I bring in gifts for proprietors as well as a thank you. I once hand carried oysters I’d dug up myself on a cross country flight for a local chef and owner to enjoy as a thank you.
Take it outside
Never engage with angry people in the middle of your business. Ask to have the conversation in your office, at the end of the bar, off to the side, etc. This is for your benefit and the customers. No one needs a spectacle.
You’re asking for it
Don’t wait for customers to engage with you. Ask for feedback often, and create those channels. Be available. Be present. Make sure you’re getting those alerts via google and social media monitoring so that you see the reviews. Don’t write them off. If it happens when people are in your establishment, correct it right there and then. The customer will never be as impressed.
Don’t be defensive
This is the best advice I can give. You are human, and this is a business you’ve put your heart and soul into, but taking it personally won’t imprint that on customers. As customers, we put our heart and soul into our jobs too, and the money that we’re spending at your establishment was hard earned. We have a right to our opinions and we’re doing you a favor by expressing them to you if done reasonably. It’s why we care enough to engage with you to help you improve your product.

We all have bad days — a reality we’re all aware of. But your bad day as a business isn’t my problem as a customer. I’d no sooner expect you to tolerate bad behavior or my refusing to pay a check because “it was a bad day.”  Own your actions, regardless of what side of the transaction you’re on.

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