How to use Amazon advertising’s dynamic bidding feature

Hoe bescherm je je gezond verstand tijdens de quarantaine?

Ik weet zeker dat je dit thuis leest en alles al een sleur is geworden. Elke dag is hetzelfde als de vorige en als je echt eerlijk naar jezelf bent, heb je constant het gevoel dat je nu iets productiever zou moeten doen. Laten we het erover eens zijn, dat dit het beste scenario is. We hopen dat jij en je familie veilig en gezond zijn en dat verveling het monster is waar je nu mee te maken hebt. Als dat zo is, lees dan verder en kijk wat je daadwerkelijk kunt doen om je eigen geestelijke gezondheid te beschermen. Als je kinderen hebt, dan gelden sowieso hele andere regels en sta je weer voor hele andere problemen (grapje).

• Houd de vinger aan de pols. Blijf in contact met de buitenwereld. Als je thuis een slechte ontvangst hebt, regel het dan en koop een repeater. Doe gewoon wat nodig is, zodat je mensen gemakkelijk kunt bereiken en andersom. Een goede GSM signaal versterker werkt zonder storingen en verhoogt het signaal binnenin tot volle 4-5 streepjes.
• Als jet thuis werkt, zorg dan dat je voldoende pauzes neemt. Soms kan het allemaal te veel worden, zeker als er ook nog een gezin rondloopt. Je bent waarschijnlijk niet gewend om al je tijd thuis door te brengen. Maar dat is tijdelijk en binnenkort komt je normale leven weer op gang.

• Stort je op je hobby's. In het geval dat je nu niet werkt en door je nieuwsfeed op sociale media scrolt, stop er dan gewoon mee. Ik zeg niet dat je de hele tijd iets superproductief moet doen en Dikke pillen moet lezen, maar stop alsjeblieft met scrollen op je telefoon. Dat heet gewoon je ogen beschadigen. Je hebt toch hobby's? Pak die weer op en hou je daarmee bezig. Nogmaals, het hoeft niet productief te zijn, het moet gewoon leuk zijn. Vind je het leuk om te lezen? Geweldig! Als je het leuk vindt om te tekenen, ga je gang. Alles wat binnenshuis kan worden gedaan is goed. Breng anderen of jezelf niet in gevaar, al dan niet opzettelijk!

• Sport. Dit is een must. Als je normale dagelijkse leven enige vorm van beweging met zich meebrengt, dan is het nu tijd om het gebrek daaraan te compenseren. En het is ernstiger dan je denkt. Je mentale gezondheid hangt sterk af van je fysieke gezondheid. En om gezond te blijven, hebben we beweging nodig. Zoveel mogelijk. Tijdens de quarantaine betekent dat dat je thuis moet trainen. Je hoeft niet elke dag uren te trainen, en ook geen dure apparatuur aan te schaffen. Gelukkig zijn er online talloze trainingen te vinden. Als je van dansen houdt, is dat een grote stressverlagende factor en je hoeft niet op een feestje te zijn om helemaal los te gaan!

• Heb geduld met jezelf en je geliefden. Het is nu moeilijk voor iedereen. En, laten we eerlijk zijn, het is waarschijnlijk niet zo erg als je dit leest. Wees niet te hard voor jezelf en verwacht niet te veel. Als je denkt "ik had mijn scriptie al af kunnen ronden", of "ik had Spaans kunnen leren", dan is dat waarschijnlijk niet op het juiste moment, en het menselijk brein werkt niet op die manier. Je moet je ontspannen in iets productiefs. Verwacht geen urenlang briljant werk of een nieuwe skill in minder dan een week. Doe het stap voor stap en je zult de resultaten zien! Zorg ervoor dat je begint met een kleine inzet en bouw dan je weg op naar grootsheid!

Wees geduldig met je familie. Als je nu al je echtgenoot wilt vermoorden, is het een goed idee om dingen uit te praten. Je brengt waarschijnlijk veel meer tijd samen door dan je normaal zou doen, en de woede betekent niet dat je niet meer van je echtgenoot houdt. Het betekent alleen dat je elk je ruimte en stille tijd nodig hebt, wat absoluut normaal is en je kunt dat met minimale inspanning regelen. Wat de kinderen betreft, ze hebben je tijd nodig, het is waar, maar laten we eerlijk zijn, ze gaan tegenwoordig wat meer tekenfilms kijken en dat is ook goed. Haal diep adem. We zijn geen superhelden. En het gaat niet perfect zijn.

We hebben allemaal bewustzijn, begrip, saamhorigheid, liefde en een beetje geluk nodig. Dus blijf veilig, bescherm de mensen om je heen en vergeet niet om af en toe te glimlachen!
How to protect your sanity during the quarantine

How to Get a Customer to Edit Their Negative Review

How to Get a Customer to Edit Their Negative Review


“When you forgive, you in no way change the past — but you sure do change the future.” — Bernard Meltzer

Your brand inhabits a challenging world in which its consumers’ words make up the bulk of your reputation. Negative reviews can feel like the ultimate revenge, punishing dissatisfactory experiences with public shaming, eroded local rankings, and attendant revenue loss. Some business owners become so worried about negative reviews, they head to fora asking if there is any way to opt-out and even querying whether they should simply remove their business listings altogether rather than face the discordant music.

But hang in there. Local business customers may be more forgiving than you think. In fact, your customers may think differently than you might think. 

I’ve just completed a study of consumer behavior as it relates to negative reviews becoming positive ones and I believe this blog post will hold some very welcome surprises for concerned local business owners and their marketers — I know that some of what I learned both surprised and delighted me. In fact, it’s convinced me that, in case after case, negative reviews aren’t what we might think they are at all.

Let’s study this together, with real-world examples, data, a poll, and takeaways that could transform your outlook. 

Stats to start with

Your company winds up with a negative review, and the possibility of a permanently lost customer. Marketing wisdom tells us that it’s more costly to acquire a new customer than to keep an existing one happy. But it's actually more far-reaching. The following list of stats tells the story of why you want to do anything you can to get the customer to edit a bad review to reflect more positive sentiment:

  • 57 percent of consumers will only use a business if it has four or more stars — (BrightLocal)
  • One study showed that ~1.5-star rating increase improved conversions from 10.4 percent to 12.8 percent, representing about 13,000 more leads for the brand. — (Location3)
  • 73.8 percent of customers are either likely or extremely likely to continue doing business with a brand that resolves their complaints. — (GatherUp)
  • A typical business only hears from four percent of its dissatisfied customers, meaning that the negative reviews you rectify for outspoken people could solve problems for silent ones. — (Ruby Newell-Lerner)
  • 89 percent of consumers read businesses' responses to reviews. — (BrightLocal)

The impact of ratings, reviews, and responses are so clear that every local brand needs to devote resources to better understanding this scenario of sentiment and customer retention.

People power: One reason consumers love reviews

The Better Business Bureau was founded in 1912. The Federal Trade Commission made its debut just two years later. Consumer protections are deemed a necessity, but until the internet put the potential of mass reviews directly into individuals hands, the “little guy” often felt he lacked a truly audible voice when the “big guy” (business) didn’t do right by him.

You can see how local business review platforms have become a bully pulpit, empowering everyday people to make their feelings known to a large audience. And, you can see from reviews, like the one below, the relish with which some consumers embrace that power:

Here, a customer is boasting the belief that they outwitted an entity which would otherwise have defrauded them, if not for the influence of a review platform. That’s our first impression. But if we look a little closer, what we’re really seeing here is that the platform is a communications tool between consumer and brand. The reviewer is saying:

“The business has to do right by me if I put this on Yelp!”

What they’re communicating isn’t nice, and may well be untrue, but it is certainly a message they want to be amplified.

And this is where things get interesting.

Brand power: Full of surprises!

This month, I created a spreadsheet to organize data I was collecting about negative reviews being transformed into positive ones. I searched Yelp for the phrase “edited my review” in cities in every region of the United States and quickly amassed 50 examples for in-depth analysis. In the process, I discovered three pieces of information that could be relevant to your brand.

Surprise #1: Many consumers think of their reviews as living documents

In this first example, we see a customer who left a review after having trouble making an appointment and promising to update their content once they’d experienced actual service. As I combed through consumer sentiment, I was enlightened to discover that many people treat reviews as live objects, updating them over time to reflect evolving experiences. How far do reviewers go with this approach? Just look:

In the above example, the customer has handled their review in four separate updates spanning several days. If you look at the stars, they went from high to low to high again. It’s akin to live updates from a sporting event, and that honestly surprised me to see.

Brands should see this as good news because it means an initial negative review doesn’t have to be set in stone.

Surprise #2: Consumers can be incredibly forgiving

“What really defines you is how you handle the situation after you realize you made a mistake.”

I couldn’t have said it better myself, and this edited review typifies for me the reasonableness I saw in case after case. Far from being the scary, irrational customers that business owners dread, it's clear that many people have the basic understanding that mistakes can happen… and can be rectified. I even saw people forgiving auto dealerships for damaging their cars, once things had been made right.

Surprise #3: Consumers can be self-correcting.

The customer apparently isn’t “always right,” and some of them know it. I saw several instances of customers editing their reviews after realizing that they were the ones who made a mistake. For example, one rather long review saga contained this:

“I didn't realize they had an hourly option so my initial review was 3 stars. However, after the company letting me know they'd be happy to modify my charges since I overlooked the hourly option, it was only fair to edit my review. I thought that was really nice of them. 5 stars and will be using them again in the future.”

When a customer has initially misunderstood a policy or offering and the business in question takes the time to clarify things, fair-minded individuals can feel honor-bound to update their reviews. Many updated reviews contained phrases like “in good conscience” and “in all fairness.”

Overall, in studying this group of reviewers, I found them to be reasonable people, meaning that your brand has (surprising) significant power to work with dissatisfied customers to win back their respect and their business.

How negative reviews become positive: Identifying winning patterns

In my case study, the dominant, overall pattern of negative reviews being transformed into positive ones consisted of these three Rs:

  1. Reach — the customer reaches out with their negative experience, often knowing that, in this day and age, powerful review platforms are a way to reach brands.
  2. Remedy — Some type of fix occurs, whether this results from intervention on the part of the brand, a second positive experience outweighing an initial negative one, or the consumer self-correcting their own misunderstanding.
  3. Restoration — The unhappy customer is restored to the business as a happy one, hopefully, ready to trust the brand for future transactions, and the reputation of the brand is restored by an edited review reflecting better satisfaction.

Now, let’s bucket this general pattern into smaller segments for a more nuanced understanding. Note: There is an overlap in the following information, as some customers experienced multiple positive elements that convinced them to update their reviews.

Key to review transformation:

  • 70 percent mentioned poor service/rude service rectified by a second experience in which staff demonstrated caring.
  • 64 percent mentioned the owner/manager/staff proactively, directly reached out to the customer with a remedy.
  • 32 percent mentioned item replaced or job re-done for free.
  • 20 percent mentioned customer decided to give a business a second chance on their own and was better-pleased by a second experience.
  • 6 percent mentioned customer realized the fault for a misunderstanding was theirs.

From this data, two insights become clear and belong at the core of your reputation strategy:

Poor and rude service seriously fuel negative reviews

This correlates well with the findings of an earlier GatherUp study demonstrating that 57 percent of consumer complaints revolve around customer service and employee behavior. It’s critical to realize that nearly three-quarters of these disasters could be turned around with subsequent excellent service. As one customer in my study phrased it:

“X has since gone above and beyond to resolve the issue and make me feel like they cared.”

Proactive outreach is your negative review repair kit

Well over half of the subjects in my study specifically mentioned that the business had reached out to them in some way. I suspect many instances of such outreach went undocumented in the review updates, so the number may actually be much higher than represented.

Outreach can happen in a variety of ways:

  • The business may recognize who the customer is and have their name and number on file due to a contract.
  • The business may not know who the customer is but can provide an owner response to the review that includes the company’s contact information and an earnest request to get in touch.
  • The business can DM the customer if the negative review is on Yelp.

You’re being given a second chance if you get the customer’s ear a second time. It’s then up to your brand to do everything you can to change their opinion. Here’s one customer’s description of how far a local business was willing to go to get back into his good graces:

“X made every effort to make up for the failed programming and the lack of customer service the night before. My sales rep, his manager and even the finance rep reached out by phone, text and email. I was actually in meetings all morning, watching my phone buzz with what turned out to be their calls, as they attempted to find out what they could do to make amends. Mark came over on my lunch break, fixed/reprogrammed the remote and even comped me a free tank of gas for my next fill up. I appreciated his sincere apologies and wanted to update/revise my review as a token of my appreciation.”

What a great example of dedication to earning forgiveness!

Should you actively ask restored customers to edit their negative reviews?

I confess — this setup makes me a bit nervous. I took Twitter poll to gauge sentiment among my followers:

Respondents showed strong support for asking a customer who has been restored to happiness to edit their review. However, I would add a few provisos.

Firstly, not one of the subjects in my study mentioned that the business requested they update their review. Perhaps it went undocumented, but there was absolutely zero suggestion that restored customers had been prompted to re-review the business.

Secondly, I would want to be 100 percent certain that the customer is, indeed, delighted again. Otherwise, you could end up with something truly awful on your review profile, like this:

Suffice it to say, never demand an edited review, and certainly don’t use one as blackmail!

With a nod to the Twitter poll, I think it might be alright to mention you’d appreciate an updated review. I’d be extremely choosy about how you word your request so as not to make the customer feel obligated in any way. And I’d only do so if the customer was truly, sincerely restored to a sense of trust and well-being by the brand.

So what are negative reviews, really?

In so many cases, negative reviews are neither punishment nor the end of the road.

They are, in fact, a form of customer outreach that’s often akin to a cry for help.

Someone trusted your business and was disappointed. Your brand needs to equip itself to ride to the rescue. I was struck by how many reviewers said they felt uncared-for, and impressed by how business owners like this one completely turned things around:

In this light, review platforms are simply a communications medium hosting back-and-forth between customer people and business people. Communicate with a rescue plan and your reputation can “sparkle like diamonds”, too.

Reviews-in-progress

I want to close by mentioning how evident it was to me, upon completing this study, that reviewers take their task seriously. The average word count of the Yelp reviews I surveyed was about 250 words. If half of the 12,584 words I examined expressed disappointment, your brand is empowered to make the other half express forgiveness for mistakes and restoration of trust.

It could well be that the industry term “negative” review is misleading, causing unnecessary fear for local brands and their marketers. What if, instead, we thought of this influential content as “reviews-in-progress,” with the potential for transformation charting the mastery of your brand at customer service.

The short road is that you prevent negative experiences by doubling down on staff hiring and training practices that leave people with nothing to complain about in the entire customer service ecosystem. But re-dubbing online records of inevitable mistakes as “reviews-in-progress” simply means treading a slightly longer road to reputation, retention, and revenue. If your local brand is in business for the long haul, you’ve got this!

Vertaald van MOZ

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