The impact of word of mouth communication has multiplied exponentially as a result of social networks. Dissatisfied customers give their opinion and this affects the reputation and sales of the supplier companies. Entrepreneurs are concerned about this reality, which often do not know how to control. What to do about it?
A few days ago I saw a news in which hotel businessmen claimed that there is a tendency in customers to take advantage of the impact of their opinion on social networks, to claim discounts or benefits under threat of leaving a bad comment if they were not granted.
Beyond the legal issues and the concern that this may generate in those affected, I have been struck by the real impact that social networks have, as amplifiers of the word-of-mouth communication of customers, of any heading.
Word-of-mouth communication, before and after social media
Statistics on word of mouth communication before social networks told us that a satisfied customer spreads good comments about the service to 3 other people, while a dissatisfied customer spreads negative comments to 10 people from his closest circle.
However, this circle has multiplied exponentially as a result of social networks, and has changed these statistics, growing from 3 to 15 people in the case of the influence of satisfied customers, and from 10 to 24 people, customers dissatisfied.
As you will see, there are plenty of reasons for employers to be nervous about these negative comment threats. Because we are not only talking about the dissemination of these comments, but what they mean to potential customers. For 56% of people who want to contract a service, word of mouth is the most important source when making their purchase decision.
The impact of word-of-mouth communication on reputation and sales
I invite you to see this news, to later make a reflection:
Some hotel clients threaten to post negative comments on the web if they don't have discounts
I allow myself to disagree with those who have published this news from the hotel sector. They say that customers threaten to post negative comments if they don't get a discount.
However, it is seen throughout the events that they describe, a case of a client who has gone to breakfast after the hours stipulated for this service, and has complained that they have not allowed him to take his breakfast, arguing that they are a couple with a baby, and they did not contemplate their situation. As a result, they request a discount or compensation, and there appears the threat of the comment on social networks.
What would you say is the cause of this threat: not granting you a discount, or not having made the service more flexible for this client, who had a particular need?
How to deal with word of mouth communication
For this reason, my position is that negative word-of-mouth communication must be prevented, and positive communication must be encouraged (with excellent service) and encouraged (facilitating the means for its dissemination).
I think that, although there are malicious people, these comments are often the result of anger, rather than an intention to do harm for its own sake. Clients are becoming more demanding, and many times they have felt mistreated by other services, making them irritable and intolerant.
In this sense, we must aim at prevention, not allowing any client to leave the hotel, or your business, of any kind whatsoever, with that level of anger. This does not mean giving in to excessive demands, but taking a few minutes with that client to lower the temperature, demonstrate a willingness to help them, and find a solution that satisfies both parties.
For example, in this case, an after-hours breakfast could have been offered to the customer, even if it is reduced in a variety of options, but that allows him to meet that need.
For this, you have to be prepared not to put yourself at the same level in the attack, which is not easy, but it is smart, and it can be achieved with the correct training and focus.
