There are
dozens of online resources and social networking sites based on user-generated
reviews. Yelp is one such site. It is an online urban city guide, assisting
users in finding places to eat, drink, shop, play, and much more. Services such
as Yelp grant users the ability to search by location or cuisine, providing detailed
knowledge of a business before they venture into a store to shop the aisle, or
before they reserve a seat at a local bistro.
There are
intricate systems of rating to determine the quality of service, the noise
level, decor, prices, coupons, accessibility, menu, taste, and many other
categories. Many of these elements can be controlled within the walls of your
restaurant, if the menu is lacking, you have the power to change the recipes,
if the decor is poor, you could hang new wallpaper. But, you cannot as
easily control or change the virtual appearance and reputation of your
restaurant. You can review and approve each bottle of wine that enters the
restaurants inventory room, but, how can you review and approve the hundreds of
public reviews before they are posted online, spoken on the radio, or published
in print?
It only
takes one negative review to taint your online reputation. One over-cooked
steak, a weak drink, a rainy day that closes your patio seating section. One
unsatisfied customer or disgruntled employee. Even a well-meaning patron,
attempting to give constructive criticism, could ruin your restaurants onlinereputation.
A hiccup
in your online reputation, such as a negative review on social networking sites
like Yelp, can decrease the number of patrons coming through your doors,
determine the type and amount of food they order, these sales can affect the
type of staff you have the ability to employ, and eventually corrupt your
business so deeply that you may be forced to close your doors and lose your
dream.
That may
sound extreme; it may sound like a mountain being made from a mole hill, the
enormous loss of a business from online reviews and ratings. Unfortunately,
this scenario is not uncommon and does not unfold slowly.
You
cannot ignore negative reviews; you cannot expect your customers to ignore
negative reviews. You must confront them, and confronting negative reviews
takes time and patience. It is important to respond to all reviews, negative
and positive. Build an open and respectful online dialog between your business
and the public.
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