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May 26, 2017
When Apple sell their products, they don’t just list the specifications of each new device and ask you to buy it.
Learn MoreIn the age of digital communication, online reviews have become a powerful tool for consumers to share their experiences and influence the decision making of other customers which can in turn lead to the success or demise of businesses. While leaving a bad review can be a way to voice dissatisfaction, it’s crucial to understand that there are consequences, both for reviewers and the businesses that they are critiquing. In this blog, we’ll explore real-world examples of where bad reviews have backfired and provide guidance on how businesses can effectively respond to negative feedback.
Let’s examine a few real-world cases where bad reviews have had unexpected consequences.
A plastic surgeon and his wife thought they could get the upper hand by pretending to be a patient that left a review about how they were sexually assaulted by a competing plastic surgeon on the Gold Coast. In writing the false review, the couple were on a mission to “cause Dr Colagrande the most possible harm by inducing readers to believe that the sexual assault had occurred”.
The action led to a defamation suit against the couple who were slapped with $450,000 in damages to be paid to their ‘fellow’ surgeon.
It goes to show that keeping on top of your business reviews is important, especially when malicious comments like the one exhibited above are occurring.
The Lying Yelp Review – Investigating The Issue And Responding Accordingly
An apparent dissatisfied customer claimed that a maggot was found in their burger, whilst also providing a photo of the meal. They made sweeping claims about the restaurant’s lack of hygiene too. The review quickly garnered attention, but upon further investigation, it was discovered that the customer had never visited the burger restaurant as you’ll see from the restaurant managers response.
Consequences:
An unsatisfied customer ordered takeaway on one day but expected it to be available two days later. We can all agree this is an unrealistic expectation, and one that probably deserves to be mocked and laughed at. Instead, this restaurant owner politely responded to the customer rationalising the issue in a way that would make total sense to most readers.
Consequences:
A displeased potential house buyer attending a Plum Property auction decided to leave a negative Google review highlighting their displeasure at the number of other bidders she had to compete with. Plum Property decided that instead of responding to the review directly, they would plaster the review on billboards around Brisbane. This masterstroke of advertising genius not only made Karen look like a complete tit but showed potential house sellers that Plum Property generates excellent buyer interest for house auctions and aren’t afraid to have a little fun along the way!
Consequences:
As we can see, receiving a bad review, that isn’t in actual fact ‘bad’ can be a scary, frustrating moment for any businessowner, even those that have established themselves as being reputable online. How a business responds to a wrongful negative review can make a huge difference for other reviewers that are scanning your product or service for potential purchase. Here are several ways to address a negative review so that you can maintain your brand image and not unintentionally miss out on future sales:
Bad reviews can indeed have consequences for both the reviewer and your business. When handled professionally and thoughtfully, negative feedback can be an opportunity for growth and improvement, and in the case of Plum Property, some nifty advertising material to build up even more awareness of your brand. Ultimately, in a world where online reviews wield significant influence and have become necessary in decision making, understanding the nuances of this digital landscape is crucial for businesses and consumers alike.
Content
When Apple sell their products, they don’t just list the specifications of each new device and ask you to buy it.
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Combine Instagram’s incredible reach, continuing growth, it’s something every company should be using.
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