Dealing with Negative On-Line Reviews

1. Dealing with Negative On-Line Reviews Dean Landers Landers Appliance

2. Here is What You Will Learn: • How to avoid negative on-line reviews • On-line review websites • Why Customers Write on-line reviews • Examples of on-line reviews • How to deal with on-line reviews • Effectively • Not so Effectively • How to take control of websites with reviews • Examples of businesses that have taken control of reviews

3. Now to avoid Negative On-Line Reviews • Deliver a great service product! • Don’t ignore or avoid dealing with complaints! • Train your staff to address ALL complaints! Practice Conflict Resolution Call all customers back • Stand behind your guarantee! • Do what you say you are going to do!

4. Google (www.google.com) • Angies list (www.angieslist.com) • Yelp (www.yelp.com) • Yahoo (www.local.yahoo.com) • City search (www.citysearch.com) • Merchant Circle (www.merchantcircle.com) • Yellow pages (www.yellowpages.com) • Judy’s book (www.judysbook.com) • BBB (www.bbb.org)

5. Why customers write on-line reviews A way of expressing either extreme satisfaction or extreme dissatisfaction in a service provided A way of expressing their opinion A competitors advantage

6. Good business site review • Shows hours and business categories • Owner has verified listing and taken control

7. Good business site review – cont. • Ability to enter offers and photos

8. Angie’s List • BARBARA K. • 4028 R. AVEBALTIMORE, MD 21211 • Category: Appliance Repair - Large • Services Performed: No • * More Weight is given to a report where work has been completed.

9. Angie’s List • Work Completed Date: January 04, 2012 • Hire Again: Yes • Home Build Year: 1880 • Description Of Work:

10. Angie’s List • Member Comments: I called this company to get some questions answered regarding a cooktop that wasn't working correctly. They were prompt in returning my call and the tech answered my questions. The only hesitancy that I have in using them was their price quote. It seemed high to me but I haven't checked out other company's. I was able to get my cooktop working after doing some self-cleaning.

11. Angie’s List RATINGS • Overall B • Price C • Quality N/A • Responsiveness B • Punctuality B • Professionalism B

12. Angie’s List • Company Response: • Thanks for calling us and using our free phone and e-mail consultation service. Whenever we are dealing with a customer over the phone or by e-mail it is, as you can imagine, exceptionally difficult to determine a problem without having a professional service technician examine the appliance in person. Our goal is to ask as many questions as we can and to give as realistic a perspective as is possible from our own expertise. Because we have a tremendous

13. Angie’s List • amount of service experience our recommendations are normally accurate, but as with anything else that is done in this manner it is still a best guess situation. Whenever we send out a technician to determine the cause of the problem we guarantee our diagnosis. If we are wrong in our diagnosis, as happens from time to time, we will return for free and re-diagnose the appliance.

14. Angie’s List • If parts have been replaced that were not needed we will determine the correct cause and re-quote the repair as if we had made the correct diagnosis in the first place. If the repair price is too expensive, we will remove the parts and refund the original repair money (parts and labor) except for the initial service charge. You can read more about our policies on our web site. and as always feel free to contact me if you have any questions or concerns about our service. Dean Landers, President, CSM, CAT

15. How to take control of websites with reviews • What does it mean to “take control of your reputation/review” • How to take control of your reputation/reviews • Any website that offers reviews allows the business owner to claim ownership of review site

16. How to take control of websites with reviews • Do I have to sign up for receiving reviews? • Once you take ownership every time a review is written you will be notified

17. Business review site opportunity • No one has claimed business • Category and what services are performed are based on Google opinion

18. How to be proactive to avoid negative reviews • Follow-up after your service call with a phone call to the customer • Send Survey via mail for customer to fill out if you don’t have e-mail address • E-mail customer to fill out survey about experience • Have link to survey noted on service invoice

19. Satisfaction Survey - sample • If you prefer, you may click here to print out our customer satisfaction survey and fax it to 410-682-5952 or email it to dlanders@landersappliance.com • Your information • First Name: • Last Name: • Address: • E-mail:

20. Satisfaction Survey - sample • About your experience • Using the scale below, click on the appropriate number as it corresponds to your rating. • Scale:5 = Completely Satisfied4 = Mostly Satisfied3 = Somewhat Satisfied2 = Mostly Dissatisfied1 = Completely Dissatisfied

21. Satisfaction Survey - sample • About your experience 1. Was your call answered in a friendly, helpful and efficient manner? 5 4 3 2 1 2. Was your service appointment convenient for you? 5 4 3 2 1 3. Did we repair and/or diagnose your appliance in a timely manner? 5 4 3 2 1 4. Was our technician clean, neat, professional and friendly? 5 4 3 2 1 5. Did our technician leave the work area and the appliance clean? 5 4 3 2 1

22. Satisfaction Survey – sample • 6. Was your appliance repaired or diagnosed to your satisfaction? 5 4 3 2 1 • 7. How would you rate your overall experience with our company? 5 4 3 2 1 • 8. Did our technician explain that we service all types of appliances and/or ask If any other appliances need attention? Yes / No • 9. Did our technician leave you a sticker, magnet or business card? Yes / No • 10. Would you use our company again and recommend us to others? Yes / No

23. Examples of Surveys

24. Example of a Good Review

25. Example of a Bad Review

26. How to deal with on-line reviews • Always address a negative review • Speak about the facts • If you are wrong, apologize and make it right. • If you are right make your case, without attacking the customer. • Never send a response immediately after writing it – Let it sit • If you tend to be defensive get someone else to review what you’ve written

27. Other avenues of On-line reviews • Twitter

28. Other avenues of On-line reviews • Facebook

29. Examples of on-line self destruction • http://www.cbsnews.com/8301-505143_162-57351776/pr-apocalypse-watch-a-business-self-destruct-in-just-a-few-emails/?tag=nl.e808 (Did a rogue marketer torpedo an entire company? It's possible) • http://www.businessinsider.com/7-very-public-lessons-in-customer-service-2011-6 • United Airlines • Toyota

30. Take Aways • Live and breathe professionalism! • Address ALL issues, even the little ones! • Empower your staff to address compaints head on! • Become familiar with all On-Line sites! • Don’t hide from the social media craze. It’s not going away! • Respond, don’t react to complaints!