Tuesday, August 19, 2014

Management Response - Build Confidence

(1:09) It's been a month since we implemented the Management Response feature for Sponsor marinas. If you missed the announcement you can find it on the blog:

(1:04) Since then, I've been hearing from marinas looking for advice on how to best utilize a Management Response. It's a powerful feature but like all powerful things, if not used well it can hurt as easily as it can help. So I turned to some of the biggest names in the review world to see what advice they give. I found a great piece on TripAdvisor that discusses the single most important thing your response must do: build back confidence. I've pared the article to fit the Minute but you can find the full text here:

(0:53) When reviews surface an issue, it can open questions in travelers' minds. The unknown answers can weigh heavily on their planning and cause them to lose confidence in your property.

(0:47) The good news is that you have an easy way to remedy this uncertainty - by writing a Management Response. There's no better place to address the unknown and rebuild traveler confidence than to write a confidence-building response. Below are four questions to help you craft a confidence-building response:

(0:40) 1. Who am I writing this for? Businesses often respond to the reviewer. Keep in mind that your real audience is the wider population. Don't forget to consider how the specific details in the review apply to the average boater, what their concerns might be after reading it and the additional questions that this review might raise

(0:32) 2. Am I addressing their core concerns? Respond to the concerns in the original review in a way that appeals to the larger group of boaters and answers as many of their questions as possible. Concentrate on the concerns that have the biggest impact for future customers. If you've already remedied the problem or have a plan in place to address it, be sure to include that in your response.

(0:23) 3. Am I showing that we care? Every boater has different preferences but they all want to know that you care. When they read reviews, they are putting themselves in the shoes of the writer. If you didn't quite deliver during the original boater's stay, talk about the specific changes you're making so you'll do even better in the future. Readers will see your commitment to service and their confidence will build.

(0:14) 4. Are we truly sorry? A well-placed, heart-felt apology is never wrong and shows empathy to past and future guests. The key is to really mean it. There's nothing worse than the "We're sorry, but..." That "but" negates everything that comes before it and casts doubt on your entire response.

(0:07) Remember, boaters are looking for patterns. If the same issue keeps coming up in multiple reviews, it's more important than ever to tell a full customer service and problem-solving response.

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