ONLINE REVIEWS AND WHAT TO DO TO HELP YOUR SHOP
Keeping up with the ever shifting culture can be overwhelming. Over the last several years we have continued to see more importance placed on online reviews. Floral shops should not underestimate the importance of understanding and responding to these reviews. According to statistics, over 84% of potential customers will check your online reviews prior to purchasing from your shop. The current thought is that what others say about your place of business is more trusted than what we say about ourselves.
Even more, Google utilizes algorithms that place those with a higher customer satisfaction higher on the search list than those with poorer ratings and/or stars. Florists work hard to create amazing designs that should be celebrated through reviews. The truth is your reviews affect your bottom line. Yes, you will always get some people that you will never make happy. But you already know that. At times, there may even be a less than favorable review that is justified. How do you increase your ratings, affect your search results, and increase income? It is estimated that every star represents 5-9% possible boost in income. And that is also true of negative reviews. That being said, it is vitally important that you manage your online reputation. Here are a few suggestions.
Designate someone who will handle your online reputation.
Always respond to all reviews.
When a review is negative, always acknowledge that you have received their review. Apologize that it did not meet their expectations, and offer a solution.
NEVER show attitude in responding to a negative review.
Resist the urge to provide a lengthy online defense. It will look defensive and will not help your cause.
Extend an invitation for them to call you.
However, it is just important to respond to positive reviews. Don’t take the patrons, who take their time to provide a positive review, for granted. Many of these same rules apply to negative reviews as well.
All utilize a greeting and the reviewers first name whenever possible.
Show gratitude for gratitude.
Acknowledge their response.
Encourage contact and close with your first name.
Thank you so much for choosing Anywhere Florists. We are so happy that you loved the dozen roses that we designed for you. If we can help you in any way, don’t hesitate to contact us.
— Warmest Regards, Jane, Anywhere Florist.
Now for an example of a response to a negative review,
Thank you for sharing your concerns. We sincerely apologize that your order did not meet your expectations. At Anywhere florist, we work really hard to provide only the best in customer service and designs. We would love the opportunity to make this right. Please contact us at 555-555-5555.
Sincerely, Gloria, Anywhere florist.
And finally, just a couple of more thoughts. Be sure and ask happy customers to provide a review on google, and/or yelp. It is never appropriate to ask for a positive review, but simply a review. Happy customers leave less reviews than unhappy ones. So ask! Train your staff to ask! When those positive reviews start rolling in, not only will it encourage your staff, but it has the potential to make your shop more profitable. As much as the review process can be incredible frustrating, it is still something that we must embrace to manage our online reputation. Don’t get left behind.
Go get those reviews— Eric Johnson, TSFA Marketing