A social media presence can boost a quick lube business. However, one bad review can quickly overshadow helpful posts, stellar reviews, mentions and tags, and hearts and likes. Many companies are present across social media sites and rely on customer review platforms such as Nextdoor, Google, Yelp, and other services heavy on reviews and customer feedback. These sites are also more challenging to manage, as the meat of these pages comprises customer ratings and reviews.
Even a perfect service visit can end up with an unhappy customer if specific criteria aren't met. When asked whether Grease Monkey Quick Lube and Monkey Shine Car Wash in Farmington, New Mexico, has ever received a negative review, owner and NOLN editorial board member Aleisha Hendricks has an answer most businesses are likely familiar with.
"Absolutely! Who hasn't?" Hendricks exclaims. "Customers are less understanding than ever, in my opinion."
It is essential not to ignore critical customer reviews. Monitor social media sites for reviews, mentions, and other posts and address them.
The Challenge
Sites such as Google and Yelp are crucial to any business. They are also the sites where there is likely the least amount of control. A shop owner can hope customers leave their location and go to Google to write a glowing review. However, unhappy customers are sometimes more likely to visit the site to post a negative experience.
"Most recently, I had a one-star Google review with some brutal feedback and the threat of losing my largest fleet customer because of the issue," Hendricks tells NOLN. "Part of the allegations were true, much of it false, misunderstood, or blown completely out of proportion."
It is always appreciated when a customer reaches out to the manager or owner prior to going public, especially such a large customer. That was not the case for Grease Monkey Farmington. The customer had a misunderstanding about the price as a fleet customer, though he was having his personal vehicle serviced. The shop addressed the situation at the time, adjusting the price and offering a discount. The crew thought the matter was resolved. The customer still voiced his experience on Google.
"He took to Google anyway for a scathing review," Hendricks recounts. "He referred to my location as a fraudulent business and my techs as liars. I was unaware he was employed at one of my largest fleet accounts at the time of service. In his review, he threatened to remove me as a preferred vendor from his place of employment. Naturally, this was incredibly worrisome."
The Solutions
Don't wait for a negative review before developing protocols to address the complaint with the individual and the social media platform. Have a plan in place, and put it into action.
"As with any bad review, I started the process of attempting to turn this around," says Hendricks. "I provided everything needed for the customer to understand that we had not taken advantage of him. I supplied parts receipts and camera footage to prove my innocence."
An apology is also helpful.
"I apologized for the lack of communication during the check-in process of what this service would cost in its entirety. This was enough for the customer to retract the full refund demand. However, he intended to leave the review and continue pursuing the end of our fleet business relationship. I chose to go an empathetic route of understanding how truly put out this customer was by the pricing issue."
After several lengthy conversations, Hendricks concluded the shop should have given him a printed quote at the time of service. The shop offered a refund of one hour of labor, and the customer agreed to remove the review.
Hendricks also contacted the customer's superior to discuss the issue and the customer's threats. Grease Monkey Quick Lube retained its status as a preferred vendor with the fleet customer.
The Aftermath
Grease Monkey Quick Lube in Farmington maintains a social media presence across several platforms, "but not near what I wish I had time for," Hendricks adds.
The shop uses platforms including Facebook, Instagram, Nextdoor, and Tik Tok advertising, and monitors Google and Yelp profiles. Hendricks and her team often check each social media account to keep up with mentions and tags. The shop uses Cinch to monitor its social media presence.
"I get an email when we get a new review on Google," Hendricks says.
Keeping the conversation going on platforms helps keep customers engaged. It is also important to quickly engage when a negative review shows up.
"I immediately apologize for any miscommunication or inconvenience, and let the customer know publicly that I will be reaching out to resolve the issue," Hendricks informs. "I stay calm and professional when responding. Each review is treated uniquely and always different mostly because we should never get a bad review for making the same mistake twice."
Separate mistakes from misunderstandings.
"If the review highlights a legitimate issue, I quickly address the specifics of the concern so the customer knows I am paying attention," says Hendricks. "I offer a solution that fits the problem and invite further communication to resolve the matter and negotiate the removal or reversal of the negative review."
The Takeaway
After working with the disgruntled customer and discussing the matter with the fleet client's superior, Hendricks received a reversal on the negative Google review after "several days of turmoil, apologizing, and negotiating," Hendricks confides.
"The negative review was replaced with a five-star review. This was one of the more difficult reviews to turn around."
Of course, catching the issue before a customer writes a review is always helpful.
"The easiest way to avoid negative posts and reviews is with clear and steady communication, consistent and fair pricing, dependable service, friendly staff, and help to manage customers' expectations of each individual service," says Hendricks.
