These reviewers seem to be fairly young, maybe in the 20’s-30’s age range. For the most part they seem to be people that are familiar with their local surroundings and are active online. None of the 4 reviewers had reviewed only on business, and in fact one has over 230 reviews. This seems to reflect that they were not people so incensed by a single experience that they were driven to write an online review, but rather are people who review most places they go to. The two men who wrote reviews are far less active on yelp than the two women are and the only positive review of the four was from one of the men.
The main complaint seems to be customer service, although quality relative to price would be a close second. Overall, this nail salon has a terrible online buzz with comments ranging from the place was unfriendly to the place was scary.
For the most part, these people seemed to be split by gender on their motivation to write the reviews. The two women are both regular contributors to Yelp, one has 65 reviews and the other has 238. This shows that they probably didn’t write the review simply because they were angry, but because doing this sort of thing is part of their regular routine. The men on the other hand have written 12 reviews and 15 reviews. Doug, the user that has written 15 reviews, was the only positive reviewer and the review was short with no specifics. It almost seems like he has an affiliation with Hollywood Nails and Spa and just went on Yelp to provide a good review. The other man that wrote a review is not a regular user on Yelp and most likely wrote the review because his experience was so negative.
The apparent motivations seem to be to inform others and to warn them before other consumers stubble into this particular nail salon. One reviewer simply states that Hollywood Nails and Spa isn’t worth the money, but two others go much further and actively try to dissuade people from going. As far as hidden motivations, I think that Walt was blowing off steam a little bit with his negative review and Doug may have gotten lucky with his experience but as he was the only positive review in a sea of scathing reviews, it seems a little suspicious.
Most of the reviews for Hollywood Nails and Spa were very negative and could be a potential problem of in finding new customers. Seeing as we are smart marketers now would be the time to engage our customers and develop a more personal relationship. Who are we or what have we become would be the first question asked in developing a new movement for Hollywood. Like Brian Solis said “give it a person, personality, voice, and presence”. Right now this company has a presence and a personality which people are not satisfied with. How do we change that, well good thing we are the owners and we can take action at our salon.
From what we learned by listening to our previous customers is that the salon is a bit frightening and it seems that the customers are seen as dollars. Being a salon tends to demand a more personal approach to each customer and make them feel more like your friend instead of client. In order to change this it must begin with management. They have to take the first step in making the clients feel like part of the Hollywood Nail and Spa family. If the current management can not accomplish this then new management must be hired. Now that the atmosphere has changed it time to engage the customers.
Word of mouth would be the strongest tool that is used if a better experience was encounter by the customers. Employees would also be another great tool to engage customers online. Employees should take the time to get personal with the customers in which a friendship could be developed as opposed to being another manicurist. Making that connection could potentially lead to engagement online such as Facebook or Twitter. Once that connection is established Hollywood Nails is making its presence online through employees. Facebook would be used to promote the company and also develop a sense of belonging with the customer. With the permission of the customers we would post pictures of them on our page as to market our products and services. By doing this you would make the customer feel like a part of something, and by involving them it will encourage the customer interact more.
http://www.yelp.com/biz/hollywood-nails-and-spa-dallas
Solis, Brian. Engage!: the Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. Hoboken, NJ: Wiley, 2011.
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