I was planning a trip to take my 17-year-old daughter to New York City. After booking plane and show tickets, I started looking for a hotel. One that had been referred to me by a friend was the Westin near Times Square.
So I got online and took a look. Everything (other than price, the Times Square area is expensive) looked great, but I started to read reviews. I found one where the person was taking his nieces to NYC. And the room had a bad view and the clerks at the desk were rude. I won’t put up with that so I booked another hotel.
Westin lost a sale. I went back to take a screen shot of the review and saw a few interesting tidbits:
- The post is five years old. How could I make a decision based on 5-year-old information?
- The review was from a friend of a Facebook friend so I was inclined to give it a great deal of credibility (that is a cool feature, but I don’t know this friend of friend from Adam).
- The review was still 4 out of 5 stars, but the negative language used made me think the entire place was filled with poor service.
The review was very close to my experience so I gave it undeserving credibility. The negative review also outweighed my friend’s personal recommendation even though it should not have had the same validity. The real problem is that there were not enough sufficiently positive reviews to outweigh this negative review.
We all need to encourage more positive reviews and likes as possible. Many of us only deal with negative issues. But dealing with positive experiences is becoming more important.
When people have a positive experience with you, one idea would be to hand them a card asking for a positive review either on special sites that deal with your organization or in social media. Detailing where to review is critical to making sure you have enough positive reviews to outweigh any less-than-perfect reviews.