Bueno o malo, las opiniones de los consumidores en línea no siempre son iguales
- By TopStoney
- •
- 25 Jul, 2020
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Las opiniones de los consumidores en línea significan mucho para nosotros hoy. Nos ayudan a obtener información sobre la calidad y el rendimiento de un producto o servicio del que tenemos poca información. Si bien algunas personas admiten que no revisan las reseñas de los consumidores, el 90% de los consumidores están de acuerdo en que las revisiones en línea afectan sus decisiones de compra. Además, el 86% de los consumidores admiten que dudan en hacer una compra en una empresa que tiene críticas negativas en línea.
Dadas estas estadísticas, solo podemos imaginar cómo las revisiones en línea desesperadamente negativas afectan los ingresos comerciales y el volumen de clientes. No es de extrañar por qué algunos dueños de negocios encuentran consuelo en los foros y grupos de odio de la plataforma de revisión en línea .
Es justo decir que los dueños de negocios tienen sentimientos encontrados sobre las revisiones en línea. Algunos creen que las revisiones son beneficiosas y otros no están de acuerdo . Si bien ambos campos discuten sobre el valor de las revisiones en línea, una pregunta se pierde en el ruido: ¿todas las revisiones de los consumidores son iguales? Si podemos responder a esa pregunta, también debemos preguntarnos qué diferencia a las reseñas de los consumidores, y si los consumidores deben reevaluar su enfoque, es hora de escribir su próxima revisión en línea.
Un juego de números
Hay una buena razón por la cual los consumidores de hoy confían en las revisiones en línea. El profesor de negocios de Harvard, Michael Luca, descubrió que el 70% de los restaurantes de Seattle habían sido calificados en Yelp. En comparación, The Seattle Times solo había calificado el 5% de los restaurantes de Seattle. Las plataformas de revisión en línea son útiles porque aprovechan el volumen del consumidor dentro de una ciudad para proporcionarnos información completa sobre bienes y servicios.
Pero, cualquier propietario de un negocio sabe que el poder de aprovechar a los consumidores es una bendición y una maldición. Una base de clientes grande o pequeña puede ayudar a una empresa a obtener críticas positivas y mejorar su reputación. Pero también puede ocurrir exactamente lo contrario, lo que podría permitir a los consumidores destruir un negocio. A pesar de esto, planteamos la hipótesis de que el impacto que tiene una revisión negativa puede diferir según la industria.
Comentarios de personas
Por ejemplo, un restaurante puede tener decenas a cientos de clientes en un día o una semana. Incluso si el restaurante recibió algunas críticas negativas en una noche, también pueden recibir algunas críticas positivas en esa semana. Hay una ventana de oportunidad mucho más amplia para que un restaurante recolecte comentarios porque tienen una alta rotación de clientes. Esto podría reducir el impacto de algunas críticas negativas a medida que aparecen en la lista de empresas.
El propietario de un restaurante de California, Andrew Gruel , subraya este punto. Gruel cree que las reseñas de una estrella ayudaron a cambiar la reputación de su restaurante a un restaurante consistente de cuatro a cinco estrellas. Él dice que "puedes ser enterrado por malas críticas, así que es una carrera para detener el sangrado". 'Detuvo el sangrado' al mejorar el servicio y la comida. Después de que hizo ciertos cambios, llegaron críticas positivas y cubrieron problemas del pasado. Varios propietarios de restaurantes pueden estar de acuerdo en que, aunque las críticas negativas son molestas, pueden proporcionar críticas constructivas para ayudar a la gerencia a mejorar la comida y el servicio.
Otra compañía eligió 'detener el sangrado' de una manera muy diferente. Una empresa de renovación de Chicago, Airoom, envió un aviso legal a un cliente anterior exigiéndole que retirara una crítica negativa publicada en la Lista de Angie. Airoom tenía la libertad de revocar su garantía y demandar a su cliente si el cliente no eliminaba la revisión, como se estipula en la letra pequeña del contrato. Por desgracia, Airoom revocó su garantía de 10 años del cliente.
¿Por qué estas dos reacciones a las críticas negativas son tan drásticamente diferentes entre sí?
Orden
Diferentes reacciones, diferentes industrias.
Es difícil predecir cómo reaccionarán las personas cuando se trata de comentarios negativos. Sin embargo, creemos que algunas condiciones en cada industria pueden haber fomentado estas diferentes reacciones mostradas por el dueño de un restaurante y una empresa de construcción.
1. Volumen de clientes
Diversas industrias experimentan diferentes cantidades de volumen de clientes. Tome la industria de mejoras para el hogar, por ejemplo. Una empresa de construcción o construcción puede atender a menos clientes en un año (tal vez de 5 a 20). Pueden completar menos proyectos anuales porque los proyectos tienen una línea de tiempo más larga. Pueden proporcionar servicios muy caros que pocos consumidores pueden pagar. Y tienden a ofrecer servicios únicos por cliente (es decir, una renovación de la cocina). Por lo tanto, los profesionales de mejoras para el hogar recurren a una pequeña base de clientes para recopilar opiniones de la empresa. Por el contrario, un spa, boutique o restaurante puede atender decenas a cientos de clientes en un día.
2. Punto de precio
Las renovaciones de viviendas son caras. Es posible que algunas personas solo puedan pagar una renovación de una casa en su vida. Esto reduce el grupo de clientes capaces de pagar los servicios de la empresa de mejoras para el hogar. También reduce la oportunidad para los clientes que regresan. Por el contrario, es probable que los consumidores vayan a cenar al mismo restaurante u otros varias veces en un mes. Las empresas de renovación solo tienen una oportunidad con la mayoría de sus clientes, y puede ser muy difícil redimirse si algo sale mal. Un restaurante puede ofrecer fácilmente a un cliente gruñón un cupón de "comida gratis para nosotros" y hacer que regresen para otra experiencia.
3. Altas expectativas del consumidor y altas apuestas
Hay mucho en juego durante la renovación de una casa: tiempo, dinero, activos, expectativas y emociones. Un pequeño error podría poner en riesgo los activos de un cliente. Por el contrario, el chef de un restaurante puede reemplazar fácilmente una comida si algo sale mal con poca pérdida.
Los propietarios deben invertir miles de dólares en un proyecto que podría ser una quiebra. Puede que no les guste el producto final por razones subjetivas, por ejemplo. Además de esto, los propietarios están involucrados emocionalmente en sus hogares. Los propietarios de viviendas pueden ser excepcionalmente exigentes con los pequeños detalles que de otra manera no serían importantes en otras industrias de servicios. Debido a que los proyectos son muy costosos, los propietarios pueden exigir un servicio de primer nivel en todos los ámbitos (lo cual no es una solicitud irrazonable). Finalmente, los reality shows en HGTV han creado expectativas poco realistas para los consumidores que son fáciles de comprar, lo que genera más desilusión cuando las cosas no cumplen con estas expectativas (a veces irrazonables).
estrellas
Menos comentarios generales de los clientes influyen en las decisiones del consumidor
Fox News investigó cómo los bajos números de reseñas de clientes afectan el comportamiento del consumidor. Descubrieron que las empresas con una pequeña cantidad de reseñas (11-20) tenían una calificación más baja en comparación con las empresas con una gran cantidad de reseñas (101 o más). Aunque las empresas con un alto volumen de clientes pueden recopilar más críticas negativas, aún pueden recibir una calificación promedio más alta que una empresa que recibe un número menor de revisiones.
Las empresas de mejoras para el hogar ya tienen una menor oportunidad de recopilar opiniones de clientes en comparación con otras industrias, como el comercio minorista y los restaurantes. Cuando se tiene en cuenta que el 40% de los consumidores forman una opinión al leer entre una y tres reseñas, es fácil ver cómo una sola crítica negativa puede paralizar a un constructor o una empresa constructora.
¿Qué tienen que decir los profesionales de la industria?
Le preguntamos a los contratistas que figuran en TrustedPros.ca sobre sus opiniones sobre este asunto. Están de acuerdo en que las críticas negativas son paralizantes y son más fáciles de obtener que las críticas positivas.
Eric Lavoie de Seven Pillars Custom Building Inc. explica cómo el sector de la construcción de viviendas se ve afectado por las revisiones en línea de la compañía o la falta de ellas. Eric dice:
"El bajo volumen de clientes es definitivamente difícil para nosotros. Además, tenemos muchos clientes que simplemente no escribirán una reseña, no es su 'cosa'. Esto nos crea desafíos en línea. Por ejemplo, podemos tener 3-4 proyectos que nos llevarán de 3 a 4 meses al año. Pero si no se escriben revisiones, hemos perdido medio año de referencias potencialmente positivas. Entonces, cuando se publique una mala crítica en línea ese año, parecerá que casi 50 % de las experiencias de nuestros clientes fueron negativas, incluso si no es una representación precisa de nuestros servicios ".
contratista
Otro contratista en TrustedPros, Andrew Butler de Kerr Construction, explicó cómo la industria de mejoras para el hogar tiene dificultades para recuperarse de una mala mano de cartas. Andrew dice:
" La industria de la construcción está llena de delincuentes, por lo que los propietarios están listos para saltar sobre el teclado a la primera señal de problemas. Solo desearía que muchos clientes fueran tan rápidos en ofrecer una palabra amable cuando el trabajo estuvo bien hecho. De hecho, menos más del 10% de nuestra clientela feliz está dispuesta a compartir sus pensamientos sobre nuestra mano de obra. En contraste, yo estimaría que más del 50% de los clientes insatisfechos estarían dispuestos a compartir comentarios negativos. . Una mala crítica puede perjudicar a una empresa, incluso si han hecho un muy buen trabajo durante años. Lamentablemente, se necesita una revisión para arruinar todo ese buen trabajo.
¿Qué implica esto para propietarios y contratistas?
Los consumidores tienen todo el derecho de escribir una revisión justa e integral sobre su comerciante, contratista o constructor calificado. La hipótesis de que las revisiones de los consumidores impactan a las industrias de manera diferente no debería alejar a los consumidores de expresar sus comentarios en línea. En todo caso, esta información debería incitar a los consumidores a publicar más reseñas en línea que nunca antes. Este es el por qué: https://reformasonlinezaragoza.com
Las empresas de mejoras para el hogar tienden a recibir menos comentarios de los consumidores. Las empresas menos revisadas tienen una calificación general más pobre en comparación con las empresas más revisadas. Por lo tanto, los consumidores pueden mejorar el tamaño de la muestra de revisión que determina la reputación de una empresa al enviar una revisión de desempeño.
Escribir una reseña del consumidor puede ayudar a las buenas empresas de mejoras del hogar a recuperarse después de una sola revisión negativa. Especialmente si la compañía tiene un historial de hacer un trabajo increíble.
Escribir más reseñas de contratistas también ayudará a su comunidad a identificar a los expertos y tomar las mejores decisiones de contratación.
revisión
A pesar del consenso de que las críticas negativas de los consumidores pueden paralizar un negocio de mejoras para el hogar, los consumidores aún deben escribir críticas negativas cuando estén justificadas. Es extremadamente importante compartir experiencias negativas con toda la comunidad.
Los consumidores deben ser conscientes y honestos al escribir una crítica negativa. Antes de criticar a un contratista por sus fallas, intente acercarse a ellos uno a uno sobre un problema. Si opta por escribir una crítica negativa, asegúrese de centrarse en el trabajo del contratista en lugar de ellos como individuo para evitar una demanda por difamación . Aunque las empresas pueden demandar por declaraciones objetivamente incorrectas, en Estados Unidos existen demandas por difamación que intentan silenciar a los consumidores ( SLAPP ).
Las revisiones negativas pueden ser una molestia para los contratistas, pero el 26% de los consumidores creen que es importante que una empresa responda a sus revisiones. Si se hace de manera eficiente y efectiva, el 95% de esos clientes insatisfechos dicen que podrían regresar a ese negocio. Y, si todo lo demás falla, tenga en cuenta que el 95% de los consumidores asume que una empresa está censurando o falsificando sus comentarios si carece de algunos comentarios negativos.
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