Who are these people? Where do they belong?
These people are younger (mid-to-late 20’s), opinionated, and in tuned with what they want. They feel that everyone needs to know about their experiences whether good or bad. They all seem to be funny and outgoing not only from their post but from the information panel that is provided on the left hand side or from the quote under their profile picture. One of the reviewer’s profile quote states, “I love to write, I love to eat/explore and I’m opinionated. Triple Threat.” Most of the reviewers though featured on Yelp are not one time reviewers that had an amazing experience or a horrible experience but people who post a review about everywhere they go. These reviewers are people who are involved, up to date, and active where they live and online. One of the reviewers even linked her website, which is a blog about her life & her “word vomit” or opinion on everything. Most of the Yelp reviewers just seem enjoy posting about their experiences because of their extroverted personalities.
What is their main complaint?
To begin from reading all the Hollywood Nail & Spa negative reviews I will never go there. All of the reviewers except two bashed the customer service whether it was a horrible manicure/pedicure, or the atmosphere of the place. All of the reviews were along the same lines on complaints. The issue is evidently the people that are working there do not know what they are doing.
Some of the reviews contained comments such as:
“I have given Hollywood nails a more than fair shot at getting it right, and I have always left incredibly disappointed, disgusted, frustrated. I do not see how anyone is even remotely satisfied with such poor service/work. This last visit for me was the last straw—I will never ever go back to Hollywood Nails.” – 1 Star
“The second I walked in to the salon, I was immediately less than thrilled, as it was loud, crowded, and not even a little bit relaxing.” -1 Star
“The quality of the pedicure was ok but the quality of the attitude and service staff is not what I’d anxiously return for.” -2 Stars
What do you think motivated them to write such an extensive review?
I have always heard about online review websites but I never really took the time to look at one in-depth and read the reviews. It’s almost like a Facebook post or Twitter status about where you went and the experience you had but to a whole other level. I have always previously heard that people usually only post reviews if they had extremely amazing experiences or terribly bad experiences but that is not the only reason anymore. People’s motivation is not only to advise others but to also share where they have been and what they experience.
What are the most apparent and some hidden motivations?
The most apparent reason is the one most already know, and that is dissatisfaction with the service provided. The reviews are way to inform or caution in this case others of the quality of their services. A hidden motivation is that Yelp reviews almost serve as a form of venting to others about their experience. This would be in relation to the one star reviews that are a stream of never ending complaints.
As a marketer….
How do you deal with this information?
What are your courses of action?
How do you engage with these potential ‘influencers’ so that you develop a steady stream of positive feedback/WOM loop that will stay online and attract other consumers?
From Chapter 1, Brian Solis says he likes to ask business leaders, “If a conversation takes place online, and you weren’t there to hear it, did it actually happen?” He responded by saying, “Yes. Yes, it did still does.” He continues to explain that with every negative discussion should be seen as an opportunity. A conversation good or bad is an opportunity for businesses to learn and take part in the discussion whether it is to shift the direction its going, contributing to it is key. It seems that they need to work on their customer service from their attitude to the techniques they use in general. We would first suggest to Hollywood Nails & Spa to read the reviews that are being posted about them and fix the issues that customers are having with their services. Improving the quality of their product is a key part in changing perceptions because no matter how much good stuff you say about something if it falls short in the end people will always have the opportunity to talk negatively about it. Even though some of the reviewers posts say that they will never return to Hollywood Nails & Spa they should try and reach out to those customers who had a terrible experience. This is important because although these customers may never want their service again due to that one bad experience if Hollywood Nails & Spa does not fix that bad perception they have these customers continue to spread negative word of mouth. Another suggestion we would tell Hollywood Nails & Spa to do is to build a relationship with their customers in a way that the customer can feel comfortable giving feedback to them during or after their visit. This will help them receive immediate feedback and know which customers to reach out to. The main way to engage with these potential ‘influencers’ is for Hollywood Nails & Spa management start reviewing the Yelp and other online reviews. They should post to both positive and negative comments. They should thank the positive comments and always invite them back. Then they should apologize and ask those customers to give them a second chance and come back in for another visit to changer their mind. By doing this Hollywood Nails & Spa will be able to see that they genuinely care about their customers. It will also show that they want feedback in a way to improve in providing higher quality services.
The Brown Bunch
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