Finding the Opportunities in Online Complaints
By Sherry Heyl Founder & Consultant, Amplified Concepts | December 28, 2014
In the days before the Internet, there was an accepted wisdom that if a guest or customer had a good experience they might tell a few friends, but if they had a bad experience, they would tell everyone they know.
The average number of people a social customer will tell about a good customer experience: 42. ~ American Express® Global Customer Service Barometer
The average number of people a social customer will tell about a bad customer experience: 53. ~ American Express® Global Customer Service Barometer
Now that everyone has the ability to be an online publisher and reviewer, the story of one per-son's experience is no longer limited to who they know. Stories can grow into worldwide Internet sensations. There are also no shortages of sites where a guest can express their opinions to oth-er travelers. TripAdvisor leads the pack, but there's also Priceline, Orbitz, Expedia, hotels.com, booking.com, and many other smaller players, not to mention the reviews that pop up on Facebook pages, Google plus, and within Twitter and Instagram streams.
All these voices and all these sites can feel so overwhelming that anyone running a hotel may de-cide to just bury their head and pretend none of it is real, and that none of it matters. But it is real, and online reviews matter a lot. Take a look: