Hate Trip Advisory?   Turnaround Strategies   Comments can destroy or make a business
Negative comments?What should you do?There is only one rule and one rule ONLY.  DON’T respond instantly!• Take a break.• Y...
So what are you to do?Reflect upon this sayingYou can please some of the peopleall of the time and all of the peoplesome o...
Turning negative comments           in to positive outcome• Register with Trip Advisory as an owner.  – Doing so allows yo...
Approaches for long-term           customer retentionCustomer Stage   Strategic guidelines                Operational obje...
Further Resources• Systems management  http://tinyurl.com/b2vaxxl• Product service perception http://bit.ly/TlUBDv• The on...
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Hate trip advisory

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Trip Advisory can destroy or make a business. This presentation seeks to provide you with pointers to convert negative reviews to glowing customer reports.
PowerPoint notes: http://sdrv.ms/WqGH1l - Blog article http://bit.ly/Wde8

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  • http://foodbeveragemanager.com
  • Perhaps business rivals are submitting negative comments to Trip Advisoror malicious customers’ claim weeks after their visit they suffered food poisoning. Alternatively customers have been escorted off the premises by the police for misconduct then they go on to contact you to say "they want a refund in exchange for not submitting a bad review to Trip Advisor.” Alternatively customers claim money or items went missing from their room but they didn’t report this during their stay.Perhaps inappropriate pictures were submitted to a website falsely stating they were taken at your venue. Maybe your product service offering has been compared to Fawlty Towers.Poor & awful serviceStaff branded as rude and unhelpfulFront desk staff don’t smileWaiter insulted my wife to her faceStaff could have easily resolved the problems but they appear not to be botheredUntrained service staffService staff were unable to tell customers what they were servingService staff asked by the customer to find out what they were serving didn’t Food service spasmodic, service staff indifferent Dirty bathroomTowels too small Towels were abrasive and dampDirty bedroom Bedroom made me feel quite depressed I felt uncared forMusty smell in the roomThe room reminded me of a student room.Beds to small or lumpy or just uncomfortable Carpets and curtains in poor stateSize of rooms, far too smallBedroom smelt of cigarette smokeHeating, fridge, kettle, trouser press not workingRoom dampBedding dampAfter a nights sleep covered in bites Bed bugsDirty public roomsToo many people for the size of roomMelon wasn’t ripePoor quality fruit or rotten fruitPaucity of vegetarian and or gluten-free offerings Poor standard of breakfastPitiful brand of coffeeDrinks severed with two ice cubes Plates dirtyNo china, cutlery, serviettes etc. Buffet area cluttered and dirtyBuffet not refreshed, containers just left emptyRivals submit comments to Trip AdvisorMalicious customers’ say they have suffered food poisoning or they have been escorted off the premises by the police for misconduct then send an email saying "they want a refund in exchange for not submitting a bad review to Trip Advisor.” In high season a customer requests a particular room and being unable to provide the room they go on to submit a poor Trip Advisor review. Customers claim money or items went missing from their room but didn’t report this during their stay.Complaint not made to Rep or the travel company.Submitted pictures reportedly taken at the venue were NOT. Poor mobile-phone reception Product service compared to Fawlty Towershttp://foodbeveragemanager.com
  • Bad comments well managed can lead to a positive outcome. Your first step to turn around negative reviews is to accept responsibility. The second step dispassionately review comments. Ignore the emotion elements and objectively tease out factors of compliant. However unpalatable if numerous customer comments have a theme they may not be malicious in nature. It’s imperative you take action to redress such failings. Assuming remedial action is implemented and the problems are either partially or likely to be resolved in the very near future ‘What can you do, to turnaround negative comments into positive outcome?’ http://foodbeveragemanager.com
  • As Winston Churchill said in May, 1940 "I have nothing to offer but blood, toil, tears and sweat. “ Thankfully our lives are not in peril but we dohave before us an ordeal of the most grievous kind. In other words silver bullet solutions are a fantasy. Make TripAdvisor work for you by registering as an owner and use your right to reply. However before you do respond, I urge you to take the time to analysis complaints. Depending upon how you choose to view customer comments ever compliant contains an obstacle or an opportunity. Think of it as a list of tasks. Each tick off your list reduces the possibility a similar compliant could be repeated in the future. Make TripAdvisor work for you http://bit.ly/nma3DJ Management response guidelines http://bit.ly/UUMVoOSystems management http://bit.ly/10RQWR9http://foodbeveragemanager.com
  • If you have friends in the hospitality industry ask them to evaluate your business from a customer’s view point. Alternatively consider employing a secret shopper. Why, think of it this way you’re in a forest and you can’t see the wood for the trees. In other words your emotional attachment isn’t allowing you to view the business from your customer’s perspective. However unpleasant the truth might be you cannot solve problems unless you really understand the issues. I knew one entrepreneur who brought a profitable market town restaurant. Within three months no customers. Talking to the owners I was told under their management costs were reduced yet they were still able to offer the previous owners menu to their customers. Research revealed inferior ingredients for example butter was substituted for margarine. Most of their customers were farmer’s wives. These customers know the difference between good and inferior ingredients. Their takings proved that. Within a year the restaurant was sold at a significant loss. The new owners were friendly. They introduced a basic menu similar to the original owners menu using the best local available ingredients. They made money from day one. Essentially customers seek hospitality a clean environment, friendly service and reasonably priced good food. Delivery these factors and your business vision will become a reality. Of course one establishment can serve the same dish but charge significantly more. The reason why the customer is willing to pay a higher margin is they are seeking a different experience and environment. They value the difference for that particularly occasion they are happy to pay the higher premium. http://foodbeveragemanager.com
  • Thank you for taking the time to review these slides. Hospitality is a challenging and complex industry the principal reason you are working with and serving people. People have different perceptions of what they want. You can never please everyone. These few slides by themselves cannot hope to solve poor customer reviews. Hopefully the slides can point you towards finding a solution. This last slide provides links to pertinent supporting blog articles. You might like to bookmark the website as articles are constantly being updated and new ones published. Systems management http://tinyurl.com/b2vaxxlProduct service perception http://bit.ly/TlUBDvThe once over http://bit.ly/V74b8tThe nature of customer demand http://bit.ly/11RhYr0Hospitality product, place, price, promotion http://bit.ly/VVVtNjMarketing food services http://bit.ly/WUVRs1Business environment http://bit.ly/11RkQEnhttp://foodbeveragemanager.com
  • Hate trip advisory

    1. 1. Hate Trip Advisory? Turnaround Strategies Comments can destroy or make a business
    2. 2. Negative comments?What should you do?There is only one rule and one rule ONLY. DON’T respond instantly!• Take a break.• Your emotional reactions need time to recede.• Replies require logical rational thought – You need a Strategy http://foodbeveragemanager.com/ Tel: 020 3011 5863 Page 2
    3. 3. So what are you to do?Reflect upon this sayingYou can please some of the peopleall of the time and all of the peoplesome of the time but you cantplease all of the people all of thetime.AND TAKE A BREAK http://foodbeveragemanager.com/ Tel: 020 3011 5863 Page 3
    4. 4. Turning negative comments in to positive outcome• Register with Trip Advisory as an owner. – Doing so allows you to respond (guidelines) Procedural stages Key objectives and tasks Analysis Consumer complaints and Aggregate complaints, apply critical identify the real problem (Systems incident technique management article may help you) Evaluate problems and solution Identify common and related causes implications of problems plus likely solutions Develop alternative service - design Design a Quality Matrix (weight solutions problems to judge solution priority) Implement and evaluate Measure performance and satisfaction; adjust strategy or tactics as required http://foodbeveragemanager.com/ Tel: 020 3011 5863 Page 4
    5. 5. Approaches for long-term customer retentionCustomer Stage Strategic guidelines Operational objective Web mechanism(1) Identify Start with customers. Exploit Compile information on what an Incentivise face to face & online unique properties of Internet individual purchases or may questionnaire. technology – social media etc. want. Create a profile of the customer.(2) Improve Exploit unique properties of Improve aspects of the service Customise online questionnaire. Internet technology. Build that are not meeting or Use incentivised E-mails. relationships with customers. exceeding the expectation of customers(3) Inform Exploit unique properties of Increase the knowledge of Direct e-mailing, CRM, Mail Internet technology. Build customers about the hotels and Chimp, Electronic newsletters, relationships with customers. the loyalty scheme to enhance Online noticeboards add website Leverage existing business. brand loyalty. videos, podcasts.(4) Tempt Exploit unique properties of Persuade customers to try new Direct cloud e-mailing marketing Internet technology. Build service, product or sector. (Dot Mailer). Special electronic relationships with customers. Persuade customers to purchase promotion, PPC, SEO, leaflets. Leverage existing business. Build more through personalised Automated cross-selling. a service, not a web site. contact.(5) Retain Exploit unique properties of Develop new loyalty building Exclusive Web site and services Internet technology. Build schemes aimed at retaining and for loyalty scheme members. relationships with customers. reinforcing the link with Online members’ magazines Leverage existing business. Build customers. Online members-only customer a service, not a Web site. Think services. CRM systems. radically http://foodbeveragemanager.com/ Tel: 020 3011 5863 Page 5
    6. 6. Further Resources• Systems management http://tinyurl.com/b2vaxxl• Product service perception http://bit.ly/TlUBDv• The once over http://bit.ly/V74b8t• The nature of customer demand http://bit.ly/11RhYr0• Hospitality product, place, price, promotion http://bit.ly/VVVtNj• Marketing food services http://bit.ly/WUVRs1• Business environment http://bit.ly/11RkQEn http://foodbeveragemanager.com/ Tel: 020 3011 5863 Page 6

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