On Friday, we discussed the importance of online reviews, the sheer numbers involved and influence reviews have on potential customers. Today we will learn how to properly manage them.
Some basics things that every hotel should do or know:
Most Importantly: LISTEN – Angry customers can be scathing, but that doesn’t mean they’re wrong. Listen to your customers’ feedback, and then take action to fix any problems.
Verify the details of your listings – The people that enter your listings are not affiliated with your hotel. Don’t trust them to get the details right. Check addresses, phone numbers, links, everything.
Solicit reviews from your guests – It is perfectly acceptable to encourage your guests to submit a review.
Do NOT incentivize reviews – Offering incentives for positive reviews is a conflict of interest, and is against the rules of most review sites. It can get you punished or even banned.
Respond to ALL negative reviews – A courteous, gracious and, if necessary, apologetic response can make all the difference in the world. If the guest’s experience was bad enough, you may never get him or her back, but your well-written response can lessen the impact of that guest’s review. In fact, you can even come out looking better for it.
The Customer is Always Right – Customers aren’t looking for an argument; they’re looking for an apology. If a customer’s complaints are blown a little out of proportion, bite the bullet and apologize while providing a reasoned explanation, if possible. If you have certain cause to believe the complaints are a fabrication, contact the website and request to have the review removed.
Respond to positive reviews at your discretion – Responding to all reviews is ideal, but if it’s not feasible, at least try to be consistent about what you do and don’t respond to.
Do NOT use canned responses – When customers see the exact same response ten times in a row, they interpret it as laziness. Produce individual responses for every review.
Timely professional responses from hotels can reclaim lost clients as well as generate new bookings. With 60 million reviews, it’s obvious that this generation depends heavily on online research. Reach your customers in a way that emphasizes your commitment, and you will improve your business.
