I recently read an article in Newsweek entitled “Is
the Web Driving Us Mad?”. The
article discusses new research that claims the extended use of tweets, texts,
emails, and the Web can make us lonely and depressed … or worse. It was an interesting read (you can find it,
of course, by Googling the title on the Internet, ha ha), but it really got me
thinking. More specifically, it got me
thinking of a related topic more pertinent to Metro Car Wash and small business
in general: the growing nastiness and irrationality behind online reviews.
Now, I want to be clear here: Metro Car Wash LOVES the
Internet. Our Company is a super user of
Google products, we use Facebook, update our website weekly, even have this
blog. This is not us complaining. But it is us making an observation, and
perhaps even a cautionary warning: think
twice before (1) posting an Internet review or (2) believing the reviews that
you read. Let me explain.
First off, let’s be honest.
No one is perfect, and no business is either. We all make mistakes. And on any given day, a business (whether a
manufacturer, a grocery store, or a restaurant) can underperform. Maybe the business is short-staffed, maybe
equipment is malfunctioning, maybe it’s just not somebody’s day. It doesn’t really matter; the end results are
usually similar: longer waits, less than friendly staff, a decrease in quality. And none of this is okay. Especially when you’re shelling out your
hard-earned money to receive professional goods and services. So … what’s a reasonable person supposed to
do?
Speaking personally, I can assure you that Metro Car Wash
wants to hear about any unsatisfactory visit or experience you have. We aren’t perfect and we know it. Getting negative customer feedback may not be
fun, but it’s necessary and welcomed. It
helps us get better. And my guess is,
most other businesses feel this way too.
As a matter of fact, most businesses (Metro included) go out
of their way to provide easy access for comments and complaints. The best way, of course, is to do so in
person – grab a manager, ask to speak to an owner, etc. But a lot of us, understandably, like to
avoid conflict. Perhaps “complaining” in
person is just too uncomfortable. And we
get it. Which is why most Companies
provide an easy means to get in touch with them via the Internet (anonymously,
if you prefer). At Metro, for example,
we include our General Manager’s email, a list of all managers (and their cell
phone numbers), and if you prefer anonymity, then you can complete a SecretShopper Survey (online) that also comes with a $10 Gift Card. If you prefer social media, there’s always an
open forum on our Google+ Page, Facebook Page, or Twitter. We’re trying to tell you: we want to hear from you. We’re trying to tell you: we want to help resolve any issues.
It seems to me, this is a reasonable first means of dealing
with a problem. At least give us a shot
at fixing things, right? And then, if
after this, we still can’t get it correct (if we ignore you, say we don’t care,
call you a name and kick you in the shin, or hide behind a fichus tree), then
by all means, take to the online review sites!
Go rip us up on Google Places or Yelp or Yahoo. Let us have it on Bing or Angie’s List or the
Better Business Bureau. We totally understand. Go for it!
But here’s the thing.
In the last few years, we’ve been noticing more and more negative
reviews based on first time or single time users. And before you say to me: “Hey, Buddy, maybe
your business is going down hill!” let me tell you that we’ve already thought
of that too. I gave a lot of thought to writing
this. I wouldn’t have done it if our
Secret Shopper Scores weren’t actually up significantly, if feedback from
regular customers wasn’t so positive.
Again, we’re not perfect. But
what’s really disappointing, is that none of these negative reviewers ever
tried to contact us first. In almost
every case, someone came in for the first time (a lot of Groupon users, if that
means anything), then took to the Internet to fire a lethal bullet, telling
others “not to come to Metro”.
As an owner of a small business, I can assure you: nothing
feels worse than negative online reviews.
The truth is, you feel as if you’ve had your pants pulled down in front
of the cheerleading squad and they’re laughing.
It’s horrible. Especially when
you read the reviews and you think: I could have easily amended this, if only
I’d known. Or: Obviously, they don’t
understand what kind of service they purchased, if only I’d been able to
explain myself. But of course, now it’s
too late.
And for the most part, I think it is really unfair. I often wonder when reading these: Has this
person ever had a bad day? Have they
ever made a mistake at work? Have they
ever not performed perfectly on a given day behind their desk, their counter, their
computer, wherever. And if so, how would
they feel if a scathing criticism was written about them, an email sent
throughout the Company or to a future employer, without even so much as a
warning or a second chance? Wouldn’t
such behavior seem unnecessarily nasty? Unnecessarily
vindictive?
And yet this is exactly what a lot of Internet reviewers are
doing: to restaurants, car washes, hotels, etc.
It’s almost as if the Internet has provided these people a cowardly
place from which to lob bombs, an exaggerated feeling of importance as they
find they have the world as their platform.
Had bad service? I know, they think, I’ll trash them on the Internet.
But why?
Why so
instantaneously angry? Why the need to
tell people never to go to Metro because we missed the tire shine on one wheel?
(Yup, an actual review. No, not happy
about the fact that we missed the tire shine.
But really? You want to tell the
world not to come here?) It really makes
me wonder if these individuals are actually thinking about what they’re
doing. Giving low marks to a business is
affecting that business negatively.
It’s hurting them. If they
deserve to be punished or “hurt,” I guess I get it. But if you’ve only visited a business once,
and if you’re giving one star out of five because the wait was too long, you
also might be doing damage to a good business in the community, a business
providing jobs, charity donations, etc.
And it’s also quite possible you simply caught them on their one bad day
of the month. How do you know they
wouldn’t have bent over backwards to solve the problem?
It get’s me back to that opening paragraph: Is the Internet
Driving Us Mad?
I don’t know. But I
do know it’s making it too easy to let off steam when there are actual
financial futures at stake. So, before
slamming that next business on Yelp, just remember: there’s a good chance that
you’ll be taken care of if you just give yourself a little time to cool down
and contact the business again.
No one’s perfect. But
speaking from Metro’s perspective, we’ll do just about anything to make things
right for you. Please, come to us first
if you have an issue. We value your
feedback: the good, the bad, and yes even the ugly.
Sincerely,
DJ DripDry
