You need to know what people say about your business. Manage your reputation with proven-to-work tips that will thread seamlessly into your daily business routine.
All local small business owners need to understand that any blow to your reputation will hurt your business. Whether or not your business is resilient enough to bounce back has everything to do with what you are doing now to manage your reputation proactively. Your customers and employees and others are talking about your business. They are writing reviews, mentioning your business on social media, commenting on your content and defining your reputation all the time for better or worse.
If you are like most your business does not have a proactive approach to reputation management, and like most businesses you probably give it little thought that is until your reputation is at risk. At that point, all that can be managed is the crisis at hand. Reputation management, when done right, is proactive, not reactive.
When an upset customer takes their dissatisfaction online do not ignore it. Address the issue immediately by responding online to the customer directly.
If you cringe at the thought of responding to negative reviews or comments online you are not alone. There are steps you can take and systems you can put in place to avoid being in situations like this in the future.
The first step in managing your business reputation is to find what people think of your business.
You need to know how your business is generally perceived by your community and compare that to how your business performs in real life.
If your business is known as the top provider in your area, but in reality, your business has the worst customer service around reality will change the perception. Not living up to expectations and poor service damages reputations online and offline.
On the other hand, if people generally think your business is lousy, but you really deliver A+ quality service public perception will improve as word spreads about your business exceeding expectations. It is common sense.
Reputation Reality Check Survey
One of the best ways to find out what people think is to ask them. Get ready to ask what people think about your business by taking a survey. If you have a brick and mortar business with customers, employees, and vendors that you interact with regularly ask your customers, vendors, and team members to complete a simple anonymous survey. You can offer the survey online, but you will get better participation in-person with a printed survey.
- Use postcard sized surveys professionally printed on cardstock.
- It helps if the survey cards are printed in full color and represent your brand well.
- Survey cards that are cheery and inviting show your customers, vendors, and employees that you value their opinion.
Example Survey
Rate each statement from 0 to 10 using this scale:
| —-(0)—-(1)—-(2)—-(3)—-(4)—-(5)—-(6)—-(7)—-(8)—-(9)—-(10)– |
| –Never—————————Sometimes————————–Always– |
- This business is known for completing projects ahead of schedule
- When people talk about this business what they say is true.
- This business gives customers their money’s worth.
- This business treats people like I want to be treated.
- Most people would feel good recommending this business to a friend.
- This business does not show interest in the community.
The survey will offer insight into how people perceive your business and how that perception stacks up to your business in the real world. Remember, the survey is part of your reputation management gameplan. It is an on-going effort, so do the survey at least once a quarter.
Stop Complaining
Keep in mind that your online and in-person reputations are equally important. Being engaging and memorable face to face with customers is half the battle. Your brand personality must also shine online. This is especially true when dealing with complaints.
Every business needs a highly visible and easy to use complaint form on their website. Make sure complaints are answered daily and respond to them all.
Approach every complaint you receive as a chance to make improvements to better your business and brand. You may or may not win an unhappy customer over; but, a mutual understanding is highly likely when you focus on listening respectfully and finding out what it is that the unhappy customer wants to be made whole.
Communicating with unhappy customers promptly is the best way to reduce their desire to post reputation-damaging negative reviews about your business. If you cannot resolve the problem immediately, most customers will feel better knowing you are working to resolve the issue.
A handwritten note on an exquisite card branded with your company logo with matching envelope expresses your sincerity in a personal way.
If gift certificates for future services help you resolve complaints, restore your reputation with professionally printed gift certificates with raised lettering on textured paper. Plastic gift cards branded with your logo are also a professional way to not only give the gift of your services but also keep track of what you give from an accounting standpoint.
When you address complaints before they go online you have a chance to improve your reputation.
After you resolve the issue in person many previously unhappy customers will post glowing reviews about the excellent customer service experience they had with your business.
Reputation Alert
To keep a more careful eye on your business reputation you will need to use social media monitoring tools. Start by setting up Google Alerts for the name of your business and any other relevant terms. Google will email you when the terms you entered about your business are mentioned online.
Go to google.com/alerts in your browser.
Enter a term for the topic you want to monitor such as your company name.
Choose Show Options for alert option selection.
Select Create Alert.
The survey will offer insight into how people perceive your business and how that perception stacks up to your business in the real world. Remember, the survey is part of your reputation management gameplan. It is an on-going effort, so do the survey at least once a quarter.
Stop Complaining
Keep in mind that your online and in-person reputations are equally important. Being engaging and memorable face to face with customers is half the battle. Your brand personality must also shine online. This is especially true when dealing with complaints.
Every business needs a highly visible and easy to use complaint form on their website. Make sure complaints are answered daily and respond to them all.
Approach every complaint you receive as a chance to make improvements to better your business and brand. You may or may not win an unhappy customer over; but, a mutual understanding is highly likely when you focus on listening respectfully and finding out what it is that the unhappy customer wants to be made whole.
Communicating with unhappy customers promptly is the best way to reduce their desire to post reputation-damaging negative reviews about your business. If you cannot resolve the problem immediately, most customers will feel better knowing you are working to resolve the issue.
A handwritten note on an exquisite card branded with your company logo with matching envelope expresses your sincerity in a personal way.
If gift certificates for future services help you resolve complaints, restore your reputation with professionally printed gift certificates with raised lettering on textured paper. Plastic gift cards branded with your logo are also a professional way to not only give the gift of your services but also keep track of what you give from an accounting standpoint.
When you address complaints before they go online you have a chance to improve your reputation.
After you resolve the issue in person many previously unhappy customers will post glowing reviews about the excellent customer service experience they had with your business.
Reputation Alert
To keep a more careful eye on your business reputation you will need to use social media monitoring tools. Start by setting up Google Alerts for the name of your business and any other relevant terms. Google will email you when the terms you entered about your business are mentioned online.
Go to google.com/alerts in your browser.
Enter a term for the topic you want to monitor such as your company name.
Choose Show Options for alert option selection.
Select Create Alert.