Tuesday, October 30, 2012

Can a Negative Review Be Positive?

(0:55) We all like to hear compliments. This is true personally and in our business lives. While it is always a good sign if your customers are happy and it's helpful to know what you are doing right, you can learn more from one honest negative review than from a dozen positive ones. Do not shrink from a negative review; embrace it, learn from it, react to it, and turn it into a positive for your marina.

(0:45) The issue is not receiving a negative review. You'll all get one sooner or later. It's what you do afterwards. Let's be honest, there's room for improvement in all of us. The best way to find out what you can do better is to listen to what your customers are saying.

(0:38) The reality is that you will find no more honest assessment of your marina than through boater reviews. The old channels of communication with customers tended to create a disconnect making it more difficult to discover your customers' honest feelings. That is no longer the case. Today your customers expect to communicate directly in ways that amplify their thoughts and opinions. You need to be listening.

(0:26) It is critical that you have a strategy for reacting to boater complaints. The simple act of acknowledging a complaint or problem will increase the goodwill boaters have for your marina. After all, we all want to be heard. By listening and responding to boaters' reviews, you can create long-term loyal customers.

(0:18) A study by Maritz Research conducted in 2011 on businesses response to negative reviews found that 83% of the survey participants who received a response said they liked or loved hearing from the company they complained about. Our experience is that many of these boaters will go on to modify their review making it more positive.

(0:10) Do not think of a negative review as all bad. They offer you the best opportunity to find out where you may be letting your customers down or what new amenities they are looking for. Use negative reviews as a guide for what you can do better. Knowing where and how boaters want you to improve allows you to focus on the improvements that will bring you more business.

(0:02) And that's the marina minute.