When you aim to provide a five-star experience to every guest, a negative review can really sting. After all, the latest research shows that 89% of customers consider reviews to be an essential resource when making a purchasing decision. While you may wish you could wipe negative reviews from the face of the internet, that same research shows that 85% of consumers seek out negative reviews, as they can add a layer of transparency and trust to your business.
How property management companies can turn negative impressions into rave reviews
So how can you find the silver lining in a negative review?
Use feedback to improve your operations.
Negative reviews can help you identify what is causing guests to have a less than ideal experience. With those insights in tow, you can work to find the root cause of any issues and prevent any future frustrations. In addition, past and future guests will notice your ability to listen, respond, and improve.
Take the high road and let your brand shine.
The way you respond to reviews can leave an impression on both the reviewer and any potential future guests researching places to stay. Both good and bad reviews provide a chance to engage with your customers. When it comes to negative reviews, respond in a way that is consistent with your brand voice and shows that you’ve acknowledged the complaint. Travelers appreciate knowing that the company they are booking with will listen and treat them well.
Collect reviews earlier to make things right.
Reaching out earlier in the guest’s stay gives you a chance to resolve any issues before they fester into a bad review. For example, one GuestView Guide customer used GuestView Guide’s first impression survey to address negative impressions proactively and saw an increase in their reviews from a 4.4 average to 4.9. When you build in an opportunity to address any issues at the beginning of the stay, you can turn a frustrating experience into a positive one through prompt, caring customer service.
Embrace the opportunity to turn frustration into delight.
In the TED talk Turn Frustrations Into Delight: The Empathic Design Method, Clara Gaggaro Westaway talks about identifying a moment that makes someone unhappy and finding ways to make it into a moment of happiness instead. If you reframe a guest’s negative experience as an opportunity to add delight to the equation, negative reviews can translate into positive results.
While bad reviews can certainly hurt your bottom line, how you respond to that feedback publicly and privately with guests can often have a more significant impact than the review itself.
