Diagramming the Story of a 1-Star Review

August 02, 2016
Aaron Polmeer

By MiriamEllis

Posted by MiriamEllis

Researchers estimate that it’s up to 25 times more expensive for a company to acquire a new customer than to keep an existing one, making ongoing investments in consumer satisfaction a priority. There’s nothing more disheartening to a local business owner than receiving a very negative review — and given that as little as 13% of consumers will patronize a business with a 1- or 2-star rating, there may be nothing more important than the owner taking every possible step to resolve negative reviews with speed and skill.

Negative reviews don’t write themselves. While looking at restaurant reviews recently, I came across an owner-consumer interaction that perfectly encapsulates the typical steps that take a transaction from bad to worse. It serves as a diagram of how these costly scenarios begin, proceed, and escalate, ultimately resulting in permanent damage to the company’s reputation.

The blame isn’t one-sided, and my goal here isn’t to make the customer or the owner out to be “the villain.” Rather, I’d like to point out key elements that actually worsen the situation, rather than improving it. Both owners and consumers sincerely want to feel satisfied, and the good news is that, in most cases, the only thing standing in the way of this is responsible communication.

Let’s take a look!

Image courtesy of Blake Patterson on Flickr.


The key to the “Food Truck Fiasco”

This story begins at a family-owned Philly Cheesesteak food truck that signed up to be a concession at a festival in the Southwest. One customer describes what happened on the day of the event this way, with my interpretation to the right:

 
 
RESERVE MY SEAT NOW

Key to Review

Grabbed “The Storm” (cheesesteak with green chiles) for $9 when they were parked outside the bike and brew festival. Customer sets the scene for his story.
The woman told us it would take 20 minutes, but when we arrived back it took at least an additional 15 minutes to get our food. I’m sorry, but 45 minutes wait for a sandwich simply isn’t acceptable. The sandwich was super small for the price, I could’ve eaten 3 of these things easy and I’m not a big person. I expect more for a $9 sandwich The legitimate complaint in wait time, improper expectations being set, food portions, and pricing.

These are honest grievances.

from a crappy concession trailer with zero overhead. The revenge. Customer vents his disappointment with cutting, dismissive language. He insults the business.
EDIT: Like several other Yelpers, I had originally rated them higher, but reduced my rating after I received a nasty email from the owner shaming me for my feedback. Seriously, that is how you treat customers after making them wait 45 minutes for a super overpriced sandwich? If you can’t handle honest feedback, then you should probably find another line …read more

Source:: Moz Blog

      

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