Are your negative reviews damaging your brand’s image and perception? If so, you shouldn’t stress too much over what is being said about your business. Do not think that a few undesirable remarks about your product or service marks the end of your career. In fact, it can be a new opportunity to be seized as a success story. The best solution for this type of situation is to view the negative feedback as constructive criticism, and be confident that you can take this information, turn it around, and only improve your business.
Not every customer is going to have the same experience while engaging with your business and it is extremely difficult to please every single customer all at once. Therefore, it is important to pay close attention to those customers who are unsatisfied. One can become very educated on what they are doing well, what needs to improved, and what needs to be completely changed by constantly reading over their ratings and reviews on their websites, social media outlets, magazines, newspapers, etc.
Domino’s is an excellent example of a company who re-evaluated those negative reviews, turned a negative into a positive, and eventually repositioned their entire brand in the marketplace as well as in the mind of consumers. First, according to statistics, Domino’s realized that their sales had declined 6% in 2009. After this realization Domino’s began the process of researching rates and reviews to find out that they were ranked the worst tasting pizza from the consumer perspective. Furthermore, they discovered extremely harsh reviews on social media such as, “The pizza I bought today was horrible…I have always bought from Domino’s. I will not go back again.” There were many reviews like this on Twitter and Facebook. Therefore, Domino’s executives used these negative reviews as valuable information on what they could improve. The company’s solution was to simply listen to what their customers had to say, and from there they repositioned the Domino’s brand. Since then Domino’s revenues have had a consistent growth rate of 7% and overall revenue has increased from $38 million to $485 million. These major increases were all due to Domino’s paying close attention to their negative reviews and ultimately giving their customers what they truly wanted.
Although Domino’s is a large scale, international company, their repositioning strategies and positive outlook for the future is a lesson that can be taught to any business at any size. The moral of the story is to be confident that your business can turn around for the better, and that receiving negative criticisms should be viewed as motivation to only improve your business as a whole. Overall, the main lessons to take away from re-evaluating those negative reviews are:
- Do not become discouraged.
- Turn the negative into a positive.
- Ask yourself, what should my next move be? What do my customers truly need or want?
- Develop a strategy that is tailored to fix those negative reviews and then execute that strategy.
- Do everything with confidence.
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