Ice cream and crisis management do not go well together : we have already seen it with the Algida case ; we are back in the same situation these days of July with a well-known chain of ice cream shops: La Romana. Ice Cream Shops and TripAdvisor: A Hard-To-Digest Review There are many web marketing tools that speak loudly and that, as with Facebook , are now an essential communication and information retrieval channel, both for users/customers and for companies.
One of these is TripAdvisor
The secret of winning the support of large groups of people is positive thinking – Napoleon Bonaparte To put it simply: on TripAdvisor, as you well know, it is possible to leave reviews (or simply read reviews from other users) on hotels, restaurants, apartments, and businesses. Sometimes, the reviews are nothing short of terrible : for this reason, the companies that are reviewed must monitor the channel, to establish a dialogue with customers and to continually improve the level of service.
A recent user review of the La Romana ice cream shop
However, seems to take a less than amusing turn . The Corriere del Veneto tells us about the thorny case. A user describes the ice cream as an “ industrial product passed off as artisanal .” All normal, negative reviews are everywhere, except usa email list that the irritated response from the owner was not long in coming and now he wants to sue him for defamation.
How best to respond to a disappointed customer
How much better it would have been, for the owner… Demonstrate where raw materials come from. Invite the user to the ice cream shop and have him watch the production. The user is free to express their opinions ; it is up to the company to. Provide real customer care and respond politely, asserting their reasons.
Taking pictures and making a real account of
The day with the critical user: these multimedia materials. Would have been perfect “food” for La Romana’s Social Media (and the link to these materials. A fantastic response to publish directly on TripAdvisor). Give “5 kg of ice cream” to the dissatisfied user, at the the buyers you need as for channels end of this hypothetical educational day. The result of this virtuous “crisis management”. Would probably have been to transform a disappointed user into a die-hard fan.
Who would perhaps have deleted
The negative review and published a new afb directory review, this time positive. This could have happened… but it didn’t, due to the short-sightedness and instinctiveness in crisis. Management of many company directors, who were not inclined to converse with customers.