Navigating Bad Reviews
No one sets out to disappoint their dog owners. If we were, we’d certainly be in the wrong line of work. However, in an industry that is needed by many, it is only truly understood by a small few. This makes communicating realistic expectations and results to the customer difficult to navigate, sometimes leaving them less than happy with the services provided.
Ideally, we’d all prefer to be able to rectify the situation with the owner in-store, but unfortunately this isn’t always possible. If the owner is unable to readily voice their discontent – or feel as though their concerns have not suitably been addressed – they will instead turn to their keyboards to be heard.
Whether their words are warranted or not, it is difficult not to take it personally. Making it that little bit harder to believe we’re good at what we do and continue to provide our best possible service.
So without trying to sound too much like the nuns in The Sound of Music’s “How Do We Solve a Problem Like Maria”, what can we do about a bad review?
First and foremost, we need to read and understand what they’re saying. Whether they’re disgruntled that you had to shave down their dog… or they’ve asked you not to cut the eyelashes and a slip of the scissors has told you otherwise… We do need to always approach the situation with a certain level of empathy rather than feeling immediately threatened and instinctually coming from a place of aggression.
The next thing we need to do is determine the credibility of what they’re saying and feeling. Think about if you sufficiently communicated to the owner that their dog was matted or the reasoning behind why you couldn’t accommodate their requests.
You then need to decide what the desired outcome is for your reply. It is important for your business’ image and for maintaining your reputation that you do respond, regardless of whether you want that client to return or not. In the age of technology, reviews can be as important as ever and can be make-or-break when someone is deciding whether to use your service or not.
Contrary to the old saying “don’t go to bed angry” in reference to relationships, it can be better to draft out a reply before hitting send. So instead, we’ll lean into the saying “time heals all wounds”, in the sense that when we first read something, even when we’re trying to be understanding and empathetic, we can sometimes let our emotions drive us. Feeling like our backs are up against a wall, we write words we otherwise wouldn’t after a good night's sleep (circling back to the old saying). Particularly when the review in question is sent after-hours. Draft what you would like to reply, give it some time and reassess.
Another factor to consider is the importance of tone and that it can be easily lost or misconstrued in written form. Think about all the ways your response could be interpreted, remain professional and remember you are representing the business to not only the person you’re replying to but also potential clients.
Lastly but certainly not least, leave the review at the step before walking through the door and don’t let it impact your work. Remind yourself you’re great at what you do, and that the unfortunate reality is that people are more likely to post a negative review than they are for a service that met or surpassed expectations.
It’s impossible to please everyone – particularly when dealing with our true clients and ultimate priority – animals that can’t voice their wishes to us. And although our client’s owners can sometimes voice a little bit too much, our priorities when it comes to their grooming should always lie with the creatures in our care.
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