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The Busy PT's Guide to Finding Balance

Business Cyber Bully

Published March 29, 2012 12:41 PM by Janey Goude

"...dissatisfied customers with even an ounce of Internet savvy can create an unfair disadvantage for [small] businesses. [Small business owners] argue customers are too quick to zap off a bad review, poor rating, or negative ‘word of mouth' without ever giving the business a chance to make it right. ...these highly visible online rants and ravings of the unhappy and dissatisfied can be a real detriment to acquiring new customers." (WordServe Water Cooler)

I posted my first medical review this week -- for an orthodontist (Dr. Smiley*). He's wonderful. But I only found him because I was uncomfortable with the lack of communication that occurred with the orthodontist (Dr. Frowny*) who provided care for our oldest daughter. While her orthodontic needs had been straightforward, our next child in the orthodontic line had complications from a nasty fall as a toddler.

Before I wrote the review, I deliberated about how much information to include. The appreciation I hold for Dr. Smiley comes, in part, as a result of the difficulties I experienced with Dr. Frowny. When I asked Dr. Frowny basic questions, he was dismissive and irrationally defensive. I talked with other moms who had similar experiences. Yet, I doubted my instinct to get a second opinion. So, on the one hand, I felt an obligation to be a voice of encouragement to parents who might be battling that same tug-of-war.

On the other hand, Dr. Frowny has a great reputation, is good with the kids, and produced a favorable outcome for our oldest daughter. So it isn't like the guy's a complete quack. I didn't feel right trashing him.

I decided to share my feedback anonymously. I referred to my children in gender-neutral terms. Dr. Smiley was the only identifiable entity. I gave the facts that led us to him and my conclusion of how the care provided by the two orthodontists differed.

Medical referral sites are a dime a dozen, not to mention individual practitioner's websites and social media pages. Feedback that is honest and objective is a gift to the business owner, the consumer or both. Careless feedback acts like an explosive. The detriment of a slanderous review is obvious. A misleading glowing review encourages trusting consumers to spend resources unwisely.

Has your business been helped or adversely affected by online reviews? What motivates you to leave feedback? Is your feedback a gift or an explosive?

*Not their real names

2 comments

Dean,

Thanks for your comments. Like you, I also try to take the time to praise when I get exceptional service. I've not thought about it from the perspective you mention, but that is a very good point.

I think it is important to let managers/owners and patrons know about positive and negative experiences. Those in leadership need to know what the employees are getting right and where they are costing the company business.

I think the point the small business owners were making, and where bullying comes in to play, is that some reviewers post hasty comments before giving businesses the opportunity to make it right. Humans make errors and they have bad days. Those situations deserve a different response from an employee who is habitually rude or one who has poor performance with no regard for improvement. Management who bends over backwards to earn the client's business after a bad experience does not deserve the same reaming as management with an arrogant attitude that dismisses complaints, acting like they did customers a favor by letting them spend their money at that establishment.

There are people who are trying to do the right thing by the business and other patrons. They do their due diligence before they post. There are other people who are careless with their words, or worse - vindictive. While I don't think every negative post constitutes bullying, I don't doubt some of them fall into this category.

Thanks again for your comments.

Jane Goude April 3, 2012 10:00 PM

"If 99 people are happy with your service, nobody will know. If 1 person is unhappy though, everybody will know." I remember hearing this at a marketing seminar many years ago and it stuck with me. People seem to want to take action more readily when it is punitive rather than rewarding.

Me? I do write letters of praise or post online reviews when I've had a particularly good meal, hotel experience or health care intervention. I would love to say that it is completely altruistic, but its not. I want the business to thrive so that they will still be there when I need or want them again. I also believe in Karma so what I put out comes back to me.

I can also write scathing reviews as well. I once posted a tirade on TripAdvisor about a company that rents vacation apartments in Spain when they did a bait and switch and I wound up with a rathole when I ordered a penthouse.

Is it bullying? NO. I think honest reviews are helpful to those who are deserving and helpful to consumers when providers are substandard. Darwin at its finest...let the fittest survive.

Good for you for having the constitution to write an honest review without getting aggressive about it!

Dean Metz March 29, 2012 3:43 PM

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