Wolfgang Amadeus Mozart and Bill Gates were born two centuries apart, but the two shared some really close similarities and marked differences. Both were brilliant and experts on the keyboard, albeit one was on a piano and the other, a computer. However, when it came to reviews, they were miles apart. “I pay no attention whatsoever to anybody’s praise or blame,” said Mozart. “I simply follow my own feelings.”
The success of movies, stage shows, and authors often rests on how good their reviews are. With stage shows, there is the opportunity to improve performances and recapture audiences, but once books and movies are out, their fate pretty much rests solely on reviews.
Today’s marketers who follow the Mozart philosophy can quickly find themselves in a deep hole with brands. SEO software firm Brighttlocal’s survey last December revealed results that made many CMOs take notice.
BrightLocal reported that 82% of consumers read reviews, with more than half (52%) between 18 and 54 years of age admitting they always read reviews. The firm went on to say that the average consumer reads 10 reviews before feeling they can trust a business and invests 13 minutes and 45 seconds reading them before reaching a decision. Only 53% said they would consider a brand with less than four stars.
As reported in earlier articles, today’s consumers are more open to trying brands other than their favorites, so good reviews matter even more than ever. The reality is that not every review is likely to be a glowing one. How a brand responds to the occasional negative review can make a huge difference.
While no one welcomes bad reviews, they also open a window of opportunity for a brand to display its character and values. Apologizing for something gone awry shows the disgruntled customer that the brand cares about and those who read the brand’s response. Words alone won’t resolve the issue, and a solution is still awaiting.
After the apology is given, attempts to reach a satisfactory resolution must still be attempted. Any public response should display empathy and be tailored to the complaint. People recognize canned responses. Why does this matter? Of those consumers who read reviews, 97% told BrightLocal they also read the brand’s response to negative reviews. Follow-through is critical.
After publicly pledging to resolve the customer’s complaint, schedule a private conversation to gather more information and determine what could be done to satisfactorily close the matter. If the issue is resolved to the customer’s satisfaction, ask if they wouldn’t mind returning to their original review and adding some closing comments about its resolution.
And if it’s not already being done, encourage reviews on the brand’s social media platforms and website. BrightLocal’s survey revealed that 67% of respondents were asked to leave reviews for a local business. As an incentive, 24% were offered discounts, cash, or a gift to share their opinion.
To quote Mozart’s atypical keyboard genius, “We all need people who will give us feedback. That’s how we improve.” Bill Gates