Are Online Reviews Causing You Issues?
Thomas Dock CVJ
Managing Editor, Veterinary News Network
Practice Manager, Mobile PetDocs
Board of Certification, American Society of Veterinary Journalists For more than a year now, you have heard both Dr. Humphries and me discuss the importance of managing your reputation online.
The ability of posting online from computers, tablets or even most phones has made it easy for upset clients to vent their frustrations to hundreds or even thousands of people within a matter of seconds. Moreover, if the review doesn't violate any terms of service of the review site, that hate filled comment could live on the Internet for a long time.
Do you have a plan for finding those bad reviews, responding to them (if appropriate) and then working on removing them from sight?
Recent events have prompted us to decide that now is a good time to remind you of some of the resources that are available to you through VNN to help with this very issue. By reviewing some of Dr. Jim's columns and then making sure all of your team members are aware of the proper methods of dealing with negative online review, you can be ahead of the curve and properly prepared when the time comes for you to respond to a complaint online.
First, and this is very obvious but still needs to be stated, focus your team on providing the very best and most compassionate service that you can imagine. We can give you LOTS of tips and ideas for removing negative online reviews, but if your underlying client service is lacking, you will be fighting a continual losing battle and these reviews sites/blogs/online comments will hurt your business.
Next, print out and review Dr. Humphries' articles on
The Power and Danger of Complaints as well as
Handling Complaints, Protecting Your Reputation. These great guides will give you some pointers on finding and responding to negative reviews online. You also need to make sure you are "claiming" your business on the various review sites so that you will have a voice to respond.
Another good article to review....
Crisis Communications. Even though it doesn't directly deal with the specifics of online review sites, it's a great document to keep handy. Believe me, some of these reviews can seem like a major crisis and you need to be ready for them. Within this document are some key tips to remember, most importantly, the skill of not becoming emotionally involved with the response. We know that it's YOUR business and you want to defend it, but off the cuff emotionally charged responses only play into the hands of the reviewer.
All of the above linked articles can be found in the Media Training Library at MyVNN.com.
Finally, don't forget that we are on your side. We are happy to help you craft responses and move the conversation from an online discussion to a one on one talk offline. All it takes is a
phone call or email!
Dr. Humphries will be adding to this short column in the coming weeks. This is a vital topic and one that should not catch you unprepared.
Until next time...
Tom
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