If you have taken any trips lately, you probably have consulted a travel informationwebsite for information. I do this not only for my bookings on hotels and airlines, but also for excursions, sightseeing etc.
When doing my search, there are two types of information providers I view:
- The direct site of the provider
- A third party site such as Trip Advisor
So which is the one I look at for traveler reviews? Hands down answer is the third party site such as Trip Advisor. Why? Simply because I trust their information MORE than the direct sites.
This should be a lesson for those who are customer service providers, and hopefully EVERY business is a customer service provider in some shape or form! Do you know what your customers are saying on third party sites? This could have far more to do with your success than what you place on your own site. As a customer service speaker and trainer, I have a website full of testimonials. I hope that potential clients take a look at those for obvious reasons. But I also have a LinkedIn profile with many recommendations. Why would I spend my time and my client’s time building this list of recommendations that could be looked at as a duplication of the info on my website? Because I know that SOME potential clients may take a recommendation found on a third party site more seriously as they know that I have no control over content placed there.
As you seek to improve and monitor your service image, here are a couple of very important questions:
1. Where do customers go to look for information about my industry or my company other than my own website?
2. Who is in charge of monitoring content on these third party websites?
3. What do I do with information gathered from third party sites?
Regarding number 3, whether the info is positive or negative it should be shared with front-line staff and all levels of management both in aggregate and in specific. And if anything negative is reported and I know who has reported it, a response should be immediate both to the individual and to the market as a whole if possible.
To watch a brief video clip on this topic from a recent customer service keynote, CLICK HERE
