Constructive Criticism: Use Reviews to Improve Business Practises

February 18, 2014
No small business owner can fail to be aware of the increasing use of online reviews by potential customers. All kinds of businesses have reviews online, from shops, hotels and restaurants to mobile phone providers and energy suppliers. Having an online presence is more important than ever, but it is likely that many customers will consult review sites as well as the business’s own website for further information on what to expect – this is very important for utility providers, with many customers lately resorting to comparison sites to gauge public reception on EDF or read Ovo energy customer reviews, for instance.


Customer reviews contain several aspects, including ratings for factors such as customer service, reliability, value for money, comfort and cleanliness. They also contain written comments on these aspects and others. While many customer reviews can be quite concise, others can go into detail about the experience encountered.


No aspect of a business can be overlooked if customer reviews are to be consistently good to excellent. A restaurant may serve up great food, but if the customer service is lacking then this will be picked up and noted online, and probably sooner rather than later. To be assured of good reviews, a business needs to be consistently good, and this point is of vital importance. On the rare occasion of substandard service the customer concerned may not put their experience into print, but equally it might also be one of the first reviews that a business receives. Mixed reviews can put potential customers off, as they don’t know what to expect.


But reviews should not be passively viewed as simply praise or criticism. There are many ways in which companies can use customer reviews to actively improve their business practices.


Firstly, it’s good to get into the practice of responding to customer reviews. Professionalism here is of key importance. Especially if it is a bad review, prospective customers want to be able to see that the business has taken criticism on board and has taken, or is taking, appropriate measures to improve. Transparency can be attractive, so long as the information is relevant. Keep responses concise but to the point, greet and sign off from customers politely, and check your spelling. Respond to good reviews too, even if just to say thank you and, if appropriate, you hope to see them again soon. Responding to all reviews is a chance to promote your business, and you could also look on it as building relationships.


Secondly, look through all reviews in an unbiased way. It is easy, and natural, for small business owners to become attached to their business, but this shouldn’t get in the way of knowing your strengths and weaknesses and responding to criticism in a constructive way. It’s actually a good thing to hear bad points if they exist, rather than not knowing about them. Note all the points that customers have flagged up for improvement, and put steps in place to address them. This is especially important if they are recurring points in reviews from different customers. Reviews are actually a great opportunity for business owners to put themselves in the customer’s shoes and view their business from the outside – don’t let this opportunity pass you by.


Thirdly, compare yourself to similar businesses. What good points have customers noted about other businesses that they haven’t about yours? Some customer reviews may only focus on the positive things, others only on the negative, but there is always room for comparison and improvement. You might get some helpful ideas from reviews, whether they are of your business or a competitor’s, for example, ideas about promotions, special offers, customer service, decor or menus.

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