"It used to be different. Put a clever ad on the radio or television and people would often give a business at least a try. Not anymore..."
Las Vegas, NV (PRWEB) May 23, 2013
US businesses spend $360 million on advertising every day. And, every day, 80 percent of people who are not familiar with the business being advertised will check it out online before spending a dime. This is the best case for reputation management.
"It used to be different. Put a clever ad on the radio or television and people would often give a business at least a try. Not anymore," claims Roger McManus, president of Mpact Magic.
"Now, advertising only gets people to their computers or Smartphones where they will believe the opinions of people they don’t even know before they decide to spend money with a business."
That was the genesis for the new Mpact Magic, "Waste Not" program. The reasoning goes that more attention – and, yes, money – be spent on, first, delivering a top quality product and, second, on capturing the reactions of customers who are pleased with the effort. Finally, use advertising to bring attention to the business. The prospective will automatically do the checking out part. To do otherwise or in any other sequence would simply be a waste of advertising dollars.
This is true reputation management. It has nothing to do with covering up negative reviews. It has everything to do with getting happy customers to say so. It has the effect of “insuring” that advertising efforts drive customers to see a business in a realistic, generally positive, light.
The unfortunate fact is that happy customers expect to be happy. Good service is, perhaps, appreciated, but is not generally so amazingly exceptional that it is worthy of remembering to go home and comment about it online. A bad experience, however, is not the same. People will go to the extra effort to “warn” others by vilifying a business that has not served them well.
Since simple survival logic would suggest that a business that stays alive for any time at all must be pleasing more customers than they displease, the whole system of online reviews is negatively biased. It is simply human nature to use online review tools to criticize rather than praise.
The tables needed to be turned. To accomplish that Mpact Magic us es over hal f-a-dozen different ways to capture the reactions from customers at the point of transaction. Should a customer be less-than-satisfied, the Mpact Magic system informs management of the situation immediately by texting the manager on duty – often before a customer leaves the premises. Such a prompt response will often reduce the likelihood of a customer running to Yelp or one of the other review sites as soon as he or she has a chance to do so.
Happy customers are guided to record their impressions on anything from an iPad to a postcard and then guided to post the positive impression on one of dozens of online review sites. The whole process helps customers do what they are inclined to do anyway – if they remembered to do it -- and that is appreciate good service. It levels the playing field a bit by gathering a broader range of reactions.
Preventing a small situation from becoming a big broadcast is just another form of "insurance" protecting future advertising. Facilitating happy customers to say so turns the insurance into an annuity.