How To Do Review Audits That Turn Clients’ Worst Reviews Into Actionable Solutions
I confess, I’m a restaurant review addict. Weird as this may sound, I fritter away all kinds of free time reading the reviews of famous restaurants which I’ll probably never have the chance to visit. As a form of recreational reading material, reviews offer great drama, high hopes, crushing disappointments and glimpses of life that tell a story of big wins and big losses. In this post, I’ll show you how to mine reviews, organize data and turn those losses into wins.
This process can work for any adequately-reviewed business, and Darren Shaw has kindly shared with me his master list of the top 10 most-reviewed industries. These numbers are the results of his analysis of 110 keywords in 294 cities, paginated through 10 pages (100 results per search term). That’s review data for 110 x 294 x 100 – or a total of 3,234,000 – businesses!
- Car dealers
- Auto repair
- Movie theaters
- Auto body
- Night Clubs
- Coffee shops
Other runners-up that are abundantly reviewed? Catering, computer stores, cell phone repair, shopping centers, IT services, bed & breakfasts, air conditioning, apartment rentals and grocery stores.
We’re going to scrutinize the reviews of 3 well-known American eateries, surface their most-cited problems and offer solutions. This is a process you can be used for almost any business that has earned a substantial number of reviews.
The Basic Review Audit Process
|1) First, go to the major review sites for your clients and make a simple list of all negative sentiments from the past 3 years. Want to automate this step for a faster turnaround? Use a service like Review Trackers or Free Review Monitoring, pull the data into a spreadsheet and then use search and replace to isolate and count the incidence of specific sentiment.|
|2) Circle any negative sentiment that appeared 3 or more times in the last 3 years.|
|3) Discard any that appeared less than 3 times, unless the review in question makes an accusation of a hazardous or illegal situation. You might want to keep your discard list on file for your client, in case a less-cited issue is an emerging one instead of an isolated one.|
|4) Categorize complaints by type and make a final list for the client in an easy-to-read format.|
|5) Summarize your findings and recommend solutions.|
Let’s take a look at the final product.
Restaurant #1 – Blue Dragon, Boston, MA
Made instantly famous by its creative owner, TV chef Ming Tsai, Blue Dragon opened its doors in 2013 and offers Asian Fusion cuisine. Many reviews absolutely rave about the exciting food and fun atmosphere there, but here are the negative sentiments from the restaurant’s Google+ Local and Yelp reviews, categorized by complaint type:
It will be up to the business owner to determine whether he or she wishes to act on your suggestions. Interest, dedication to customer service and budget will all play a part in their ability to respond. Some issues (like menu changes) can certainly be implemented, but others (like construction projects) may not be as easy to accomplish. At the very least, the owner has now been made aware of specific problems that could be preventing first-time diners from becoming loyal patrons.
Restaurant #2 – Rancho de Chimayo, Chimayo, NM
This New Mexican restaurant has history on its side, founded in 1965 and since featured in high-profile cookbooks and other publications. Despite its age, the restaurant has only earned 23 reviews on Google, so we’ll head right over to Yelp to make our categorized list:
The first two problems should be something any competent restaurant can solve. The third will depend on budget, but may really be worth the investment given that multiple reviews suggest that the place is beginning to look dated.
Restaurant #3 – Antoine’s , New Orleans, LA
This venerable establishment, founded in 1840, has become a landmark on the map of New Orleans cuisine. Chances are, with a reputation and history like Antoine’s, the restaurant will survive almost any number of bad reviews, but if our job were to surface common complaints, here’s what we’d have to share from Google+ and Yelp:
I’m a sentimentalist, and can also get into the idea of historic places with eccentric staff and unusual dining experiences … provided the food is astoundingly good. I think any agency tasked with marketing Antoine’s would quickly identify that there is a public perception that the place isn’t what it used to be, and the job at hand would be to attack that perception head on, making a superlative effort to correct cited issues with a deft hand. You’d have to dig deep to get to the heart of what’s going on here, and a place like this would deserve all of the creativity and care any agency could muster.
Bonus Audit – The Adolphus, Dallas, TX
Let’s take a quick look at how this same process can work in another industry. For this, I’ve chosen a legendary hotel, founded in 1912 – the Adolphus. Guests are deeply impressed by the architecture and history of this landmark, but here are some problems being cited in both the Yelp and Google Reviews. *I had planned to look at TripAdvisor as well, this being a hotel, but my list had already gotten too long for easy reading. For the sake of convenience, I’m keeping this short:
It’s amazing how clear problems can become once you start organizing them. Your reviewers are doing more than half the work for you, by taking the time to list their complaints. All you have to do is bring these complaints into clear view and make your best suggestions for their resolution.
Review Audit Pro Tips
Because I’m focusing mainly on restaurants here, I only looked at Yelp and Google+ Local. A full review audit will take into account whichever platforms are most pertinent to a client’s industry.
- In weighing the impact of negative sentiment, be sure you are also reading the positive reviews and noting their numbers vs. the number of negative reviews. After all, a business with 200 great reviews and 20 bad ones probably isn’t having a serious problem. A nice bonus for a client who is struggling might be to include a little chart highlighting what the business is doing well. If people repeatedly praise the ravioli, the courteous waiters or the lovely décor, it can help the client to know these are his strong points.
- Clients with few reviews, a good portion of which are negative, are in a bad situation. To me, such profiles always look as if the business were so awful, no one would go there after reading the bad reviews. Basic best practice here is to get a review acquisition strategy in place to outnumber the bad reviews with many more good ones. Consider a product like Reputation Builder if your client has few reviews.
- Pay attention to dates when auditing both positive and negative reviews. Old negative reviews followed by newer positive reviews indicate that problems may have been resolved, whereas a string of new negative reviews almost certainly indicates an emerging issue that needs to be addressed quickly.
- Your horse sense matters in review audits. If you read enough negative reviews, you should start to develop the ability to see the difference between reasonable and unreasonable complaints. All negative reviews should be taken seriously, but when they appear to stem from irrational expectations, they may frequently be disregarded after a careful read and, even, a further look into the reviewer’s personal track record of past negative reviews of other businesses.
- Review audits should be viewed as an on-going service, but probably not a monthly one. For smaller businesses, an annual audit will likely be sufficient, but for larger, more actively-reviewed companies, I’d suggest doing an audit of all new reviews twice a year to identify emerging problems.
- Review auditors are not lawyers or law enforcement officers. If reviews cite illegal or hazardous activity, don’t advise clients beyond telling them to contact authorities for steps to resolution.
Negative reviews tell a story that can be painful for local business owners to listen to, but by cutting down clients’ workload with summarized lists and specific suggestions, you are giving them the means to write a better future for their businesses. Whether your clients are auto mechanics, dentists or tech companies, negative reviews are a gift, enabling us to hear the disappointment in a customer’s voice and, if the complaint is oft-voiced, to make absolutely specific changes that are pre-guaranteed to solve problems.
Don’t forget the important step of encouraging your clients to make owner responses to negative reviews, once issues have been addressed internally. Often, you’ll want to help your clients craft these for best success. There will be considerable effort required to address complex problems and any business that makes those kinds of investments should view publicizing them as a reward at the end of the road. All in one owner response, a smart business owner can prove that he listens, cares, acts and runs the sort of business we’d all like to visit.