Consider these customer service/satisfaction facts:
Americans tell an average of 9 people about a good experience with a company, and 16 people about a bad experience.
Roughly 80% of all tweets related to a customer service issue with a company, are negative.
But think about how this applies to you: Are you more likely to praise a company or complain? Personally, I am more likely to share a negative experience, or rather I am more likely to be motivated to share a negative experience. Especially when I think the company just completely screwed up.
Yet when it comes to a positive experience, I am less likely/motivated to share that experience. Case in point, for over a year now I’ve been renting cars (quite often) from a particular Enterprise location locally. So much so that the employees that work there recognize me and know which vehicle I prefer in the class I rent. I always get a good experience, and a couple of times it’s been exceptional. So when I received an email (screenshot above) encouraging me to review them online, it was a no-brainer. In fact my first thought was ‘Of course, I should have already done this!’
The reason why? We complain because we want to get the company’s attention so they will fix our problem. That’s typically our motivation when we complain online. With a positive experience, we aren’t trying to get the company’s attention, so our motivation to share good news is typically less.
The takeaway is this: A lot of companies are very reluctant to send an email like the one Enterprise did. “We’re just encouraging our customers to leave negative reviews online!” I can see many CEOs lamenting. But most of those unsatisfied customers have already left a negative review online. Asking for reviews would typically encourage more positive reviews than negative.
We are more motivated and likely to share negative experiences with a company than positive ones. So by asking for reviews, you are evening the scales because you are making it easier for customers that had a positive experience to share that.
Do you agree with this? Are you more likely to share a very positive or negative experience online?
Anneliz Hannan says
While I am not one to leave many negative reviews, I would be (if the experience was positive) motivated to respond with a review if prompted, especially if personalized in an email. I find I respond frequently to the pop-up requests on the apps I use. If not prompted, I would never consider adding my rating or comments about the apps.
Mack Collier says
Hi Anneliz, I am the same way. I don’t leave many negative reviews either, but I don’t get a lot of truly dreadful experiences. But when I do, I’ll leave a review. I get a lot of ‘pretty good’ experiences that I never leave reviews for, a lot of things simply because I forget to. A reminder from the brand that gave me the pretty good experience would help, such as what Enterprise did here.
Linda Sherman says
Useful post. Thanks Mack.
Although one of my clients had told me that Yelp has a rule against requesting reviews.