Imagine a potential customer searching online for a restaurant, bar or hotel. They come across your business, take a look at your photos and then head straight to your reviews.
What they read next could be the difference between gaining a new customer and losing them to a competitor.
Online reviews have become an important part of the hospitality industry, yet we’re still hearing business owners say they don’t respond to them, or even pay much attention to what their customers have to say.
Some believe that once a guest has left their establishment, their opinion no longer matters.
A number of years ago, we worked with someone who felt exactly this way. When discussing customer feedback, their response was:
“I just don’t care what anyone has to say, really. Their words are not important to me.”
They were new to the hospitality industry, so we tried to understand their point of view. However, as a business that has always placed great importance on good customer service, we found their way of thinking difficult to understand.
The reality is that your guests are the very people who keep your business running. Their experiences, opinions and feedback matter more than anything, and how you respond to them can have a lasting impact on your reputation.
So, why are online reviews so important, and what could you be missing out on by ignoring them?
SHOW THAT YOU CARE AND MEAN IT
The hospitality industry can be extremely lucrative, as we’re sure you all know. However, if you’re only in it for the money, as many are, then at least hire someone who can deal with the public on your behalf online. Otherwise, you risk losing business due to poor customer relations.
Responding to online reviews shows that you care. It demonstrates that you’ve taken a genuine interest in your customers’ feedback. It also gives you an opportunity to learn, improve and potentially benefit your business in the long run.
We advise our clients to welcome constructive criticism and always offer an apology, along with a solution, to those who haven’t been satisfied with their experience.
It’s also easy to take negative feedback personally, especially when you’re putting so much time and effort into your business.
But you shouldn’t.
Keep every response professional, even when you feel like defending yourself or biting back.
People could choose to eat and drink anywhere, but they chose to come to you.
That’s more money in your pocket. It’s their hard-earned cash that they have personally chosen to spend at your establishment.
The least you can do is respond to their feedback if they leave a review online.
Some people don’t like to bring a bad experience to anyone’s attention at the time, especially British people. It’s a ‘thing’!
This can be really frustrating for business owners, as they may not realise there was a problem until after the guest has left the restaurant and posted a review online.
Why didn’t they say something at the time, you ask? Well, because they didn’t.
And unfortunately, there’s nothing you can do about that.
REMEMBER, DON’T TAKE THINGS PERSONALLY
You can, however, politely ask whether they raised the issue with a member of staff at the time.
Explain that, had they done so, you would have done your utmost to ensure the situation was resolved.
Tell them you’d love for them to return and give you another chance in the future. This can sometimes even encourage them to remove or update their negative review!
Ignoring them only reinforces their belief that they were right, while replying in anger demonstrates unprofessionalism.
Always remain polite.
Not only will this show potential future diners that you care, but responding to reviews can also contribute to your online visibility and local SEO.
If your venue needs support with PR, you can contact us for more information.