Skip to main content

Respond to Online Negative Reviews

Web 2.0 (social media) allows customers to post their reviews online, which creates Word-of-Mouth (WOM) marketing effect for hotels and restaurants. As managers, we certainly want our guests to post positive comments and hopefully, spread such positive feedback to as many people as possible. However, no matter how hard we try, we may occasionally see some negative reviews. The questions are when we shall respond to a negative review and when we should NOT respond to a negative review.

Lisa Barone initiated a discussion at SmallBuzTrends.com on March 17. I think she made some really good points. I agree with her that we shall respond to a negative review when
(1) we made a mistake --- then fix it,
(2) guests made a false claim --- then defend for ourselves,
(3) more and more guests agree to a negative comment --- probably that is real problem. Then, acknowledge the problem and fix it,
(4) we are certain that we can win back the customers by addressing the problem --- then address the problem for the guest.

More importantly, we should NOT respond to a negative review when
(1) the reviewer has a tendency of posting negative comments everywhere --- please ignore him/her and focus our positive energy in something else more important, or encourage more positive feedback from other guests.
(2) “it will do more harm than good” --- please use our best judgment and not to irritate a guest who is already on fire.
(3) we still feel angry about a comment --- please calm down before we respond to it.

These are excellent suggestions. I just would like to add two more comments:
(1) From our previous discussion in this blog, we found guests also pay attention to consistency of our hotels’ or restaurants’ reviews and ratings. While we should take negative feedback seriously, we shall not feel bad for only one or two random negative feedback.
(2) We need to be proactive and try to lead our guests to follow our discussion. In my opinions, managing a good Facebook and Twitter account to engage with our “loyal” fans could be more beneficial than passively responding to guest feedback.

References:
Small Business Trends: http://tinyurl.com/LinchiKwok03232010

Picture was copied from: http://tinyurl.com/LinchiKwok03232010P

Comments

  1. U.S.A. Today discussed a similar topic today (03/23).

    http://www.usatoday.com/travel/hotels/2010-03-23-businesstravel23_ST_N.htm

    ReplyDelete
  2. Open Forum by American Express discusses 5 ways to manage critics:

    http://ow.ly/1qu8Fj

    ReplyDelete
  3. Employing social media to promote a business is the best choice that you can have.

    ReplyDelete
  4. Point well made.It'll help if you acknowledge your mistake and fix it.

    ReplyDelete

Post a Comment

Popular posts from this blog

Luxury vs. Millennials and Their Technology: The Ritz-Carlton (By Julia Shorr)

Embodying the finest luxury experience, The Ritz-Carlton Hotel Company, LLC has been established since 1983. In 1998, Marriott International purchased the brand offering it more opportunity for growth while being independently owned and operated. They are known for their enhanced service level as the motto states, “Ladies and Gentlemen serving Ladies and Gentlemen”. The luxury brand now carries 97 hotels and resorts internationally and is attempting to keep the aspects of luxury while keeping up with the trends of the technologically improving generations. The Varying Demographics of the Target Market The Ritz-Carlton’s typical target market includes: business executives, corporate, leisure travelers, typically middle-aged persons and elders, and families from the upper and upper-middle class section of society .   This infers a large range of types of travelers in which all are similar in that they are not opposed to spending extra for the luxurious ambiance. However, with

How to choose the best credit cards for travel (By David Mai)

  Traveling in a Post-Pandemic World If there was one thing the pandemic taught us, it was that everybody became hesitant and unwilling to travel. Shaver (2020) of The Washington Post shared an interesting tidbit in which Americans were actually staying home less during the pandemic, according to research that tracks users' smartphone data.  The quarantine fatigue affected nearly everyone who lived an active lifestyle or loved to be out and about in the world. It was simply not a safe time, and too many regulations were in place that deterred consumers from traveling for leisure. Consequently, the COVID-19 pandemic significantly impacted the travel and hospitality industry. Yet, there is no doubt that people will yearn to travel again when the pandemic is fully lifted. Around this same time, credit card companies have developed unique ways to retain business with consumers who look to maximize rewards and benefits for their journey. A Little Preparation Goes a Long Way      

Want your employees to voice suggestions when customers treat them poorly? The double-edged effects of felt trust

  "The customer  is not always right , but your job is never to show them how they're wrong. Your job is to be professional, courteous, accommodating … even (and especially) under stress."   — Steve Dorfman, Driven to Excel When consumers know they are always right, they may breed a sense of superiority or entitlement, expecting the frontline employees to comply with any customer behaviors. A  report  shows that 98% of service employees had experienced unpleasant customer behaviors; over 50% of employees encountered rude customers at least once a week. In  a more recent case , a female customer pulled out a gun and fired shots at Burger King because she felt it took too long to receive the order. In organizational research, consumers' unpleasant behaviors toward the service staff are often referred to as either consumer incivility or consumer mistreatment. Current literature has identified customer mistreatment's negative effects on employees' psychological st