When a customer leaves a negative review of your business online, it can have a profound effect on your reputation. Remember, unless the negative evaluation violates the terms and agreements of the review website, the site will not remove the review, and it can remain on the site for years after it was written.
Think about that for a while: A negative review hanging in cyberspace for years.
If you doubt the impact of reviews upon your dental or optometric practice, consider this:
• A study by Neilson’s Global Trust in Advertising reported that online consumer reviews are already the second most trusted source of brand information and messaging. Roughly 70 percent of global customers reported that they trust online reviews. This figure has increased by 15 percent in the last four years.
• A staggering 61 percent of consumers will read online reviews before making a purchase decision.
So what is the best way for your practice to manage negative reviews? The best way is to not get them in the first place. By being proactive and taking charge of your online reputation, you can build a loyal customer base, and you can avoid the pitfalls of having a bad review hanging around in cyberspace ad infinitum. Here are three useful tips about how to be proactive when it comes to your online reputation:
1. Don’t let disgruntled customers leave your office without some attempt at dispute resolution. According to Mikal Belicove, a writer for Entrepreneur magazine, 90 percent of disputes can be resolved before the customer leaves the office. Why? Because the client is happy that his or her concerns have been addressed.
2. If you do have a satisfied customer, encourage him or her to leave a positive review on any of the popular review sites (such as Yelp, Facebook, Google+ or Citysearch.) While you cannot offer anything in return for a good review, you can provide information on how to leave a good review if the patient has had a satisfactory experience.
3. Consider enhancing your customer service experience. Almost half of small retailers or smaller businesses say customer service is their biggest asset. Provide opportunities for staff members to expand their knowledge by offering customer service training.
Maintaining a successful dental or optometric practice can be a challenging, yet rewarding, experience. Consider outsourcing certain training or reputation management services so that you can spend more time doing what you enjoy doing — helping your patients.
