I’ve been thinking a lot lately about my travels to various events and how I’ve encounter some B2C people that are absolutely terrified of consumers. No, not actually the consumers themselves - their reviews. That’s stating it strongly perhaps, but at the root of it, behind every negative Yelp review (for example) you’ll find a traumatized vendor.
Read on, traumatized vendors: This post is for you.
Businesses know they need a way to get ahead of these negative reviews, but there’s very little effort to do so. So instead, we see businesses with social savvy go above and beyond to remedy a poor experience posted online and the businesses with less tact fighting back and forth.
The former may be patting itself on the back, but neither is exceptional – because both could have have been prevented. Exceptional customer service is proactive.
Restaurants and hotels, specifically, have been searching for better ways to understand guest experience and most importantly keep their guests happy – and it seems the Fusion Cross-Media Team has found it, offering 5Star GEM.
What’s so great about it? 5Star GEM encourages customers to provide feedback to establishments in real-time – and allows establishments to react before the feedback is posted everywhere online and becomes a bigger problem than it needs to be.
Understanding what’s happening in real-time is essential. Conversations are taking place every second of every day and thanks to the immediacy of email, texting and social sharing people are quick to share their displeasure. There’s little room for error.
Mobile is taking over and so is texting (over talking), so doesn’t it make sense that guests in a restaurant wielding phones and tablets would prefer using their mobile phones to share guest experience when asked instead of calling an 800 number or going home to receive a survey via email? Oddly enough, that is the predominant method right now and it’s pretty nonsensical.
When’s the last time you called an 800 number or visited the URL at the bottom of a receipt to give feedback? Who does that?
“Relevance is the key,” shared Zach Schwartz, CEO of Fusion Cross-Media, the parent company behind 5Star GEM. “We match our technology to the right demographic, at the right time to gain insight and deliver actionable data”
And besides, as Schwartz points out, “it’s easier and more effective to recover one guest than to recover your brand reputation after its been strewn online to thousands of people.”
Do you know of other industry-specific services that are helping B2C provide proactive customer service and regain their sanity?