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Shoppers Checking Reputations at BBB & Yelp! Make 3 Costly Mistakes
Upon Seeing One Bad Rating or Nasty Comment They Flee, Says Customersatisfaction.com
Which grade would be the most impactful?
The "F," correct?
You would be typical of most parents in focusing on it.
You would also be making the evaluation error that potential buyers make when searching the Internet for a "report card" pertaining to a professional, a company, an organization or school.
"Like parents, shoppers that consult the ratings at Better Business Bureau and Yelp! commit three predictable errors," says Dr. Gary S. Goodman, President of Customersatisfaction.com and the best-selling author of 26 books, including Monitoring, Measuring & Managing Customer Service.
(1) They'll devalue the positive; (2) They'll exaggerate the negative; and (3) They'll over-generalize.
Goodman would have you imagine a company that has received an average rating of three stars out of a possible five, at Yelp!. Two of those scores are 4's, two scores are 3's, and one score is the lowest possible, a 1.
"Two are like B's, and two are like C's," he points out. Based on 80% of the scores presented, a customer could expect an average-to-good experience when dealing with the company under evaluation.
"But this isn't how customers think. They spot the single worst score, the 1, and like the parent seeing the solitary "F," they catastrophize,"
"They'll shun your company," the Fortune 1000 consultant and keynote speaker points out.
Goodman cites research that says:
"Any negative rating that appears at a site such as Yelp! is potentially so powerful, so influential, that it will denude higher ratings that may be presented on the same page, even if those positive ratings are much more numerous."
Customersatisfaction.com's position is that it is unfair and too costly to permit one disappointed buyer to shout-down a chorus of satisfied and happy customers.
"They need to be directed to a credible source that will NOT trigger the three buying mistakes that damage your reputation while costing huge sums," Goodman warns.
Customersatisfaction endorses companies to counteract the negative impacts of ratings sites. Instead of using flawed 1-5 or A-F scaling, Customersatisfaction.com uses a mix of unobtrusive measures, impact analysis, and expert criteria in arriving at its evaluations.
For further information, reach Dr. Gary S. Goodman at: (818) 970-GARY (818.970.4279)
Dr. Gary S. Goodman