This article was originally published on FranchiseWire.
In any franchise business, customer reviews can make or break your brand’s reputation.
It’s like a high-stakes dance where all the parts need to move in perfect harmony to keep your reputation shining. But if those steps falter, your brand could become notorious for handling customer feedback poorly, potentially leading to public relations disasters, or tarnishing your brand’s image.
That’s why effectively addressing negative customer feedback, when it inevitably comes, can turn a potential disaster into an opportunity for growth.
So, on that note, let me prepare you with my 8 ways to turn those lemons into lemonade.
Online reviews play a powerful role in managing a franchise brand’s reputation. Potential customers often rely on reviews to gauge a business’s reliability and quality. According to an article in Search Engine Journal, more than 99.9% of customers read reviews when they shop online, and nearly half of them trust online reviews as much as recommendations from a loved one.
Online reviews can start with the in-person experience. If a customer voices concerns directly to your staff, it creates an immediate opportunity to address and resolve issues on the spot.
Handling in-person customer feedback effectively can prevent negative reviews from being posted online in the first place.
For example, if a customer complains about slow service while dining at your restaurant, addressing their concerns immediately by apologizing and perhaps offering a complimentary dessert can turn a negative experience into a positive one. This satisfies the customer and demonstrates your commitment to excellent service in front of other patrons.
Responding promptly and professionally to negative customer feedback, both online and in person, shows that you value customer opinions and are committed to improving their experience. This proactive approach can enhance your reputation and foster customer loyalty.
Create a Feedback Response Policy: Develop a standard procedure for handling negative customer feedback. This should include who responds, the tone of the response and steps to take to make things right.
Train Your Staff: Ensure that all employees understand the importance of customer feedback and know how to handle negative reviews based on your policy. Role-playing exercises can be a helpful training tool.
Respond Promptly: If the feedback is in-person, make sure your staff does everything in their power to resolve the issue on the spot. If it’s an online review, responding quickly is crucial. Most consumers expect a response within the same day. This shows that you value customer feedback and are committed to addressing their concerns. Don’t miss anything by setting up alerts for when new online reviews are posted.
Be Professional and Empathetic: This one should be obvious. But I’m adding it here because it is absolutely crucial. When replying to negative reviews, keep a professional tone and show empathy. Avoid personal attacks, acknowledge the customer’s experience, and express your willingness to resolve the issue. Never, I repeat NEVER argue with a customer in an online review.
Keep It Brief and to the Point: A concise response is more effective. Address the main issue and suggest moving the conversation offline to resolve the matter more personally. This not only shows that you take the feedback seriously but also helps in mitigating further public scrutiny. For example, “We’re sorry to hear about your experience. Please contact us at [email/phone] so we can make this right.” Check out these response templates for more tips.
Offer a Solution: Provide a clear path to resolution. This could involve offering a refund, a discount on future services, or replacing a defective product. The key is to show that you are willing to make amends and improve the customer experience.
Take the Conversation Offline: While responding publicly to show transparency is important, taking the conversation offline can help resolve the issue more effectively. Once resolved, return to the online review and thank the customer for the opportunity to make things right. For example, after resolving a complaint privately, post a follow-up comment thanking the customer for their patience and feedback.
Regularly Update your Business Information: Use common issues from negative reviews to update your company info and FAQ section. This can help address customer concerns before they escalate to negative reviews.
Learn from Legitimate Negative Online Reviews: Negative feedback can provide valuable insights into areas needing improvement. Use this feedback to reflect on and improve your services. Remember, every negative review is a chance to learn and grow, ultimately improving your business and customer satisfaction. For instance, if several reviews mention slow service during peak hours, consider revising staff schedules, creating better workflows or giving more training.
Continuous Monitoring and Adjusting Systems: Regularly monitor and adjust your automated systems so they serve your customers effectively. Over-reliance on “set it and forget it“ automation can lead to unnoticed issues. Periodic checks can prevent potential problems and ensure your franchise remains responsive to customer needs. For example, have you ever heard an automated message on a business’s phone line saying they are closed for the holidays, but it is weeks after the holiday? Don’t let this be you.
Navigating negative customer feedback is crucial for your franchise’s success. Like a high-stakes dance, every step in handling customer interactions must be right to keep your reputation shining. By responding promptly, professionally, and empathetically, you can turn negative situations into opportunities for growth.
Using feedback to enhance your services and maintaining a proactive approach to reputation management leads to long-term growth and customer loyalty.
By incorporating my eight ways to handle negative customer feedback into your franchise processes, you can effectively transform potential pitfalls into opportunities for growth, creating lasting customer loyalty and a positive brand image. Who doesn’t love lemonade?