Companies of the future will not only measure themselves in terms of short-term market shares or sales peaks: Anyone who wants long-term success looks at their performance self-critically and is constantly working on improvements. Customer reviews from the Internet are an important raw material for this.
“Waschweib” is still an unflattering attribute for someone who doesn't hold back with their opinion. In the past, the laundry women stood around the village well and washed the laundry. Village gossip was discussed in detail. In addition to the latest reports and, of course, rumors, there was also room for personal opinions. The “male counterpart” to the fountain was probably the regulars' table. It still exists today as a place where a lot of politics, but also business, is done. The washing wells have disappeared, the village wells of modern times can be found on the Internet.
Social networks, social media, were created specifically to exchange opinions, experiences, but also gossip. Instead of orally, now virtually, in texts and, increasingly, in photos and videos. Facebook, as the largest social media platform, has over 3.3 million active users in Switzerland alone.
Consumer opinions as a challenge for companies
Anyone looking for balanced coverage on social media will be disappointed: By definition, these platforms live on personal opinions and comments. It's no wonder that many managers have a lot of respect for social media and its users. In particular, they see the risk of reputation damage from dissatisfied customers or even competitors. However, if you take a closer look at reviews and opinions about products and services on the Internet, you discover a lot of laudatory and positive things.
The mood towards social media is changing: More and more companies are using praise and criticism on the Internet as valuable know-how from the customer's point of view, which must be taken very seriously. Hotels and restaurants are pioneers. Platforms such as Tripadvisor or HolidayCheck have been living on travelers and holidayguests rating and commenting on hotels, and increasingly also restaurants and services related to travel and vacations. At the same time, you can also book flights, hotels, rental cars and other things via these platforms.
Employees rate their employers
But it is not only hotels that appear in rating platforms: There is now hardly an industry for which platforms and corresponding rankings do not exist. Companies are often surprised where their performance is already being assessed everywhere. And it is no longer just customers who judge, but also employees, for example. “Prospective doctors find out about us on the Internet before they apply,” says Manuela Gadient, Head of Personnel Administration at St. Moritz Clinic Gut.
“The assessments of other junior doctors provide them with important information about our company and the special features of a clinic in a holiday region. Even before the first interview, they know that they don't expect the same day-to-day hospital life with us as in a major German city, for example.” Social media is no longer just an issue for hotels: companies, regardless of industry or size, can no longer afford to whistle at the opinions of their customers. Social media play these opinions back to the company very directly, but also visible to everyone.
Companies must therefore learn to deal with public criticism, even outside the Internet.
On equal footing with customers
Dealing with customer reviews is a top priority, as is the case at Hotel Waldhaus Sils: “It is crucial that our guests see that criticism is not only taken seriously and answered, but is also used to improve our services,” explains hotelier Claudio Dietrich. “Reviews from guests are researched individually and discussed with the relevant employees. They provide us with valuable information, which we use to control and improve our quality.”
Companies in other industries are increasingly recognizing what well-managed hotels have known for a long time: Customer reviews are not simply a nuisance that you check off as quickly as possible. After all, who, if not the customers, knows what the customers themselves want? Anyone who meets their critics on equal footing will learn a lot from them: how to annoy or even please them and tie them to the company in the long term. Long live the village well!