Considering the viral, always-on nature of the Internet, it’s easy for a dissatisfied customer to spread a negative experience. Obviously, the first step in addressing this type of situation is evaluating your current systems to make improvements (you may want to look to other companies to see where they’ve succeeded and failed or even consult the Disney Institute to capture a piece of that magic that keeps customers coming back.)
Or you could consult DONE! SEO for a little SERM (search engine reputation management.) The basic idea behind SERM is that listings with negative feedback from “hostile customers, disgruntled employees and nefarious competitors” can be “pushed down” so that more favorable listings come up first in online searches. There’s obviously potential for controversy here. If companies have the power to bury user-generated content that doesn’t support their agendas, the medium loses its appeal and influence. But having this power gives companies a little more defense against unnecessarily harsh user reviews.
(Feedback image by adewale oshineye)
