Best Business Expert

Just Google the name of a favorite business and the words "hate" or "sucks" and your search will reveal the dark underbelly of online feedback.

Businesses want to make customers happy and we all know that you can't please everyone. But what happens when you not only fail to satisfy a customer but you end up creating a monster – someone who adopts it as their mission in life to destroy your reputation?

In the MarkeingProfs article "I Love How I Hate You" , the MarketingProfs blogger summarizes a book called When Customer Love Turns into Lasting Hate: The Effects of Relationship Strength and Time on Customer Revenge and Avoidance by Yany Grégoire, Thomas M. Tripp and Renaud Legoux.

While businesses can face negative criticism online, the "what to do about it" is not always adequately answered. We believe in freedom of speech (as long as it isn't libelous) but we also want to manage our company brands. I've seen businesses go to great lengths to protect their identities online. The blog correctly highlights an important factor not considered when you're faced with negative criticism. They don't necessarily deal with the "how to do it" factor, but rather "how to know when to address it." In other words, this blog gives you the question you need to ask yourself to know whether or not you should fix the situation.

The blogger points out that negative criticism from a great customer who is fully engaged should be addressed immediately. And if it isn't, the consequences could be disastrous for your online reputation because unhappy customers adopt a desire for revenge that the internet helps them to vent.

The blogger also points out, though, that negative criticism from a marginal customer isn't worth doing anything about. They will always be marginal customers and the money you invest in them won't be earned back by them.

So, what options can you take when bad feedback appears online? The MarketingProfs blog doesn't address anything specific but I'd recommend two courses of action:

First, decide how serious it is and perhaps address it. If it is libelous then you may want to consider legal action. If it is truthful (or fuzzy at best) then you may want to tell your side of the story. This isn't always advisable since you're opening yourself up to further attacks, but you may want to consider it.

Second, ramp up your marketing. The best defense is a good offense and more marketing – particularly online marketing that might bump the negative feedback from a first page search result – is the best step to take. You'll be generating a positive body of work while mitigating the impact of the negative feedback.

Brought to by you by: Contemporary VA - Run your business instead of running in circles.

@ContemporaryVA on Twitter.  Follow the team to stay updated on business resources we deliver that cover strategies and tips, social media and more!

Related Articles:

• Word of Mouth Advertising
• What businesses should blog?
• This Idea Can Increase Sales
• Business Tips
• Success is focusing on What IS Working