Presentation at Caffe Culture Show, Olympia, London, 14th and 15th May 2104

1. Alan Stevens
The MediaCoach
Twitter: mediacoach
Keep the customer
satisfied

2. Text
Is your business
like this?

3. Or like this?

4. What do customers know about you?
• PAID
• OWNED
• EARNED

5. What do customers know about you?
• PAID - Adverts on Facebook, Google etc
• OWNED
• EARNED

6. What do customers know about you?
• PAID - Adverts on Facebook, Google etc
• OWNED - Your website
• EARNED

7. What do customers know about you?
• PAID - Adverts on Facebook, Google etc
• OWNED - Your website
• EARNED - Review sites, social media

8. What do customers know about you?
• PAID - Adverts on Facebook, Google etc
• OWNED - Your website
• EARNED - Review sites, social media

9. Where will they talk about you?

10. Text

11. A negative tweet could cause a business
to lose 30 customers
(Convergys Corporation, 2009)

13. What do reviewers review?

14. What do reviewers review?
Customer
Service

15. There is no product
or service good
enough to overcome a
bad customer
experience

16. Where do
customers
put reviews?

19. Text

21. How to be top on
Tripadvisor

22. What prompts a review?
• Being asked
• Quantity of previous reviews
• Experience differs from expectation
• No other channels
• Unresolved issues
• A very good or bad experience

23. Ways to get reviews

24. Ways to get reviews

25. • Personal request
• Post-visit email
• Regular email
• Physical reminder
• Call to action on website
Ways to get reviews

27. Tripadvisor Insights

29. Dealing with negatives
• Provide non-review paths for feedback
• Links to support in emails
• Live resolution/escalation
• Broadcast your willingness to listen to feedback
• Learn from negative feedback - a process, not a
reaction
• Always respond to comments

30. Responding to comments
• Quick, not immediate
• Know the rules (No personal insults..)
• Decide what level to reply at
• Claim your business listing
• Public or private?

31. Crisis, what crisis?
• One bad review isn’t a crisis, unless:
• It’s from a celeb
• It’s retweeted or shared
• It highlights a danger
• Any of the above, or a series of bad reviews is a
crisis

33. • You can prepare for any potential crisis
• You can set up a communications plan that
will work in any situation
• Crises lead to panic. Preparation allows you
to stay calm

34. • Behaving well towards your customers at
all times will help to save your reputation in
a crisis

35. Essential qualities
• Transparency
• Humility
• Contrition
• De-escalation
• Move the conversation offline

36. • Perform an act of goodwill immediately
after the crisis
• Declare the crisis over

37. Alan’s 4 point review
plan
1.Encourage reviews
2.Pay attention to what they say
3.Share your good reviews widely
4.Respond fast, personally and appropriately

38. Alan Stevens
The MediaCoach
Twitter: mediacoach
alan@mediacoach.co.uk
Keep the customer
satisfied
Thank You for
listening