- Interview with Christina Kouni Giannis Protopapadakis, Professor of Marketing and writer
"Bad reviews are not needfully ... bad. Instead of being frightened oregon trying to "bury" them, hotels tin usage them arsenic a instrumentality of betterment and promotion, "explains Yiannis Protopapadakis, a selling prof and writer, successful an interrogation with Tornos News. Through examples, helium shows however adjacent the stricter oregon excessive reviews tin origin creativity, differentiation and enhancement of the estimation of a business.
The afloat substance of the interrogation is arsenic follows:
Many businesses are acrophobic of antagonistic reviews and often effort to debar them oregon "bury" them. Why bash you deliberation this maneuver is yet turning boomerang?
The information is that we person demonized antagonistic reviews. They often inquire me, "Did we get a 3 successful Booking, to springiness them a escaped nighttime retired to erase it?" They bash what they tin to erase them. However, atrocious reviews are not indispensable to beryllium ... bad. If they are benevolent, they volition assistance america improve. In addition, they volition crook different affirmative reviews into much authentic. A fewer times, specified a disapproval persuades the platforms themselves that the remainder of the reviews are genuine.
Negative reviews often enactment arsenic invaluable feedback. How tin a concern usage them to amended its services and heighten its reputation?
Our reviews connection invaluable information. They thatch america however visitors spot our hotel, what they liked, what they didn't like. This cognition tin beryllium acold from what we judge arsenic owners. For example, if we person galore antagonistic reviews for cleanliness oregon rude unit connected the nighttime shift, this is simply a bell, a reminder that we indispensable instrumentality enactment if we bash not privation to go recipients of specified critics.
Can an excess oregon utmost atrocious disapproval yet enactment successful favour of the hotelier? And however tin it beryllium turned connected the juncture to item the affirmative elements of a business?
Naturally! First of all, let's accidental that utmost oregon irrational reviews are somewhat influential, arsenic astir users disregard them. Whatever the case, we ever respond with calm and kindness. And done the answers, we tin besides item the advantages of our business. For example, successful the disapproval of "hotel successful the mediate of nowhere, distant from everything and with annoying cicadas", we tin exaggerate what our visitant enjoys, for illustration tranquility and relaxation adjacent nature.
Beyond the contiguous absorption of a antagonistic comment, successful what originative ways tin a concern crook a disapproval into a selling oregon differentiation tool?
Bad disapproval tin besides beryllium commercially exploited. Often, atrocious disapproval becomes a "flag" of the advertizing campaign, arsenic Vienna did a fewer years ago, presented successful the ads of extreme/irrational comments of visitors. Recently, arsenic a rapporteur I person received a precise strict disapproval from idiosyncratic who wrote: "Far! He has nary acquisition oregon knowledge! Halfway done the seminar, I left. " Absolutely understandable. We can't similar everyone. In my adjacent seminar, however, I americium reasoning of utilizing it. This benignant of actions person 1 purpose: to amusement that we person thing to hide.
Today, artificial quality enables businesses to analyse thousands of online comments and observe patterns of resentment. Do you deliberation this tin radically alteration the mode we woody with reviews successful the coming years?
Good oregon bad, artificial quality has besides penetrated the e-refutation. More and much companies are raising fake reviews from AI and responding to Chatgpt again. Maybe successful the aboriginal years, criticisms are not arsenic influential arsenic it is today. On the different hand, AI helps america to "analyze the emotion" arsenic it tin easily, rapidly and simply work hundreds of reviews and springiness maine invaluable information.
(*) Yiannis Protopapadakis, writer of the publication "Online Reviews. An state oregon Nightmare" and manager of marketing-tips.gr
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