A strong brand reputation and customer satisfaction are crucial for maintaining a strong reputation in hospitality. Negative feedback, in particular, can pose significant challenges, but when handled properly, it also presents opportunities for improvement and growth.
This article outlines comprehensive procedures for managing internal negative feedback using two proven frameworks: EASE and TIP. These strategies will help hospitality marketers and managers respond promptly and professionally to negative reviews, turn dissatisfied customers into loyal advocates, and continuously refine their service quality. By implementing these best practices, businesses can protect their reputation, enhance customer experiences, and drive long-term success.
On the Menu
Review Management Process
TIP for Positive Reviews
How to Handle Negative Reviews with EASE
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Common Complaints & Remedies
Real World Scenarios
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Review Management Process
Effective review management is the cornerstone of maintaining a positive reputation in the hospitality industry. Whether the feedback is positive or negative, handling it can significantly impact customer perceptions and loyalty.
Timing
Check the time and date of when the feedback was left.
Respond as quickly as possible to minimise potential brand damage.
To ascertain whether it's a genuine review or not, check:
The Reviewer
Has the reviewer been leaving a large number of negative comments?
Are they targeting similar businesses or brands?
Do they have connections with a competitor?
Have they filled in their profile?
Do they have a Profile Picture?
Have they written more than one review?
The Content of the Review
Do they speak in generalisations?
Does the text read like it's been copied/pasted?
Are they correctly referencing the goods/services/products you sell?
If they discuss a time frame (such as "We came in last night"), does it match the opening hours and service?
When reviewing the content of the text, most genuine reviewers will use names such as menu items, room types, pricing, and what happened. If these items are missing from the review and the text is vague, it may be a fake review. However, management must make this judgement.
If the reviewer has a history of posting negative comments about the type of business, offers no proof that they've stepped foot in the venue, and has an incomplete profile with no personal details, this is most likely a fake review.
If the reviewer has a history of posting a mixture of reviews, has filled in their details and uses the account for a variety of venues, then it's most likely a genuine review.
If you've determined the review is fake, flag it as inappropriate or report it for removal; the process will depend on the site where the review is posted.
Links For Reporting Fake Reviews
Monitor Replies
It's essential that any additional responses are replied to quickly, and any arrangements made (such as the customer stating they will come into the venue on a particular day to collect their refund and voucher offer) must be noted and escalated to management so they can be passed along to the customer.
Once the situation is resolved, always finish the conversation by responding to the customer. If the customer is still unhappy and nothing will change this, reply by telling them you're sorry you could not resolve their issue.
If the customer is happy, tell them you appreciate their understanding and look forward to seeing them again.
TIP Positive Reviews
Thank the customer for contacting you. Comment about how happy you are that they enjoyed their experience.
Invite them to tell you more about what they enjoyed/didn't enjoy or invite them to come back – either because they loved it or to give us another chance if they hated it.
Personalise with the name, then use the review details in the response.
Make sure you double down on the positive sentiment - it’ll do wonders for your SEO too!
Handle Negative Reviews with EASE
Dealing with negative feedback can be challenging, particularly when it evokes strong emotions from customers and staff. However, a structured approach like the EASE framework can help take the sting out of these interactions. EASE stands for Empathise, Acknowledge, Solve, and Educate, providing a clear, step-by-step method to effectively address and resolve customer complaints. Following this framework, hospitality managers can transform potentially damaging feedback into constructive dialogues, demonstrating care and professionalism. This approach mitigates immediate issues and fosters long-term loyalty and continuous improvement.
Let's break down each component of the EASE framework and explore how it can be applied to manage negative reviews smoothly and effectively.
Empathise
Understand that your audience's mood will vary depending on factors outside your control. Your customers are only human, and a bad day can make us act in ways we wouldn't normally. Approach a situation with an open mind and consideration for the individual.
Acknowledge
Let people know you are aware of the problem. Send the unhappy party a private message to ask for more details and apologise that their experience hasn't been up to their expectations.
On the actual public complaint, apologise and tell the individual that you have (or will) contact them privately for more details—this is so your audience can see that you are engaging, caring, and acting in their best interests.
Solve
Take steps to resolve the issue, privately inform the individual what has been done, and post publicly. This may lead to their negative experience being forgotten and customer service converting them into brand champions.
Educate
Look at what went wrong, what happened and what you had to implement to change it. Are there other similar areas of your business that could benefit from the changes you've introduced? Take this opportunity to refresh your procedures and update your staff training.
Example of using the EASE Framework
Imagine Jane, an executive, who had a particularly stressful day filled with back-to-back meetings and a major project deadline. Exhausted and craving a moment of relaxation, she decides to dine at your restaurant. However, the restaurant is busier than usual, and the service is slower than expected. Already frazzled, Jane's patience wears thin, and she leaves a harsh review about the long wait times and inattentive service.
"Had a terrible experience at this restaurant tonight. After a long, exhausting day at work, I was looking forward to a relaxing meal. Instead, I ended up waiting over 45 minutes for my food, and the service was incredibly slow. I won't be coming back. Very disappointed."
Understanding Jane’s day helps put her frustration into context.
A response could start with Empathy: "Dear Jane, we’re sorry to hear that your visit to our restaurant added stress to an already challenging day. (Acknowledge) We understand how valuable your time is, especially after a busy day at work. (Educate) Please know that we are taking steps to improve our service efficiency. We hope you'll give us another chance to provide a relaxing and enjoyable dining experience.” (Solve)
Jane is much more likely to forgive, forget and come again when she receives this response.
Of course, your responses should be tailored to your brand voice. It's important to only respond to the matters discussed in the complaint; do not make assumptions.
For Example
"Had a bad experience at this restaurant. The service was slow, and I was disappointed with the overall experience. Not planning to come back."
"Dear Jane, we’re very sorry that your visit to our restaurant was disappointing. We understand that the noise levels in our restaurant can sometimes be too high, especially if you are trying to have a quiet meal after a long day. Our kitchen staff has also been dealing with unexpected shortages, which may have contributed to the slow service. We are working to address these issues and hope you will give us another chance to provide a better dining experience. Please feel free to contact us directly to discuss any specific concerns."
Analysis
This response makes assumptions about noise levels and kitchen shortages not mentioned in Jane's review. Doing so risks misunderstanding or alienating the customer further, as it does not directly address the specific issues she raised. A more effective approach would focus solely on the points she mentioned (slow service and overall disappointment) without adding presumptions about other potential problems.
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