By Ciera Rupp

By Ciera Rupp

he nature of how customers approach businesses has gradually changed over time, from word of mouth to online reviews. Whether someone is using Yelp, Google Reviews, or simply hearing a recommendation from a friend, reviews can be defining for the success or downfall of a business.

When looking up options for service, a Google search will immediately show a business’ rating and provide an option to read the reviews that have contributed to that rating.

First impressions are extremely important, and they must be followed with substantial customer service in order to provide a positive experience for customers and clients. A customer’s first interaction with a business may be arriving in person, or it may be glancing at a public review of a business. Either way, consistently exercising quality service, friendliness, and upholding a professional atmosphere will provide for positive reviews and garner higher traffic for your business. While good reviews are crucial, managing negative feedback is just as important for business growth.

Being proactive is key to standing out in customer service. Making sure the customers’ needs are attended to, addressing issues immediately with tentative care, and providing genuine support for tenants can go the extra mile that leaves a positive impression; these impressions then influence potential future clientele, not only through word of mouth but also via reviews.

Diane Gibson, owner and president of Cox’s Armored Mini Storage Management, Inc., immediately clarifies that she addresses reviews as “very important … we actually ask people to give us reviews. Any kind of contact we have with our tenants, we always have the QR code there to take them to the review page to make it as easy as possible for them to do that.” This strategy reminds customers to leave reviews online for Cox’s Armored Mini Storage Management, Inc. and leans into the positive impact reviews can have. She takes it further, saying that the company “tries to respond to all the reviews in 24 hours,” thanking people for their review and confirming any experience they had at their facilities.

While it is standard for a business to implement initial strategies to ensure customer satisfaction, taking some extra steps can assist in securing a positive online presence. Carol Mixon, owner and president of SkilCheck Services, Inc., notes that some of her establishments bring the customers water on hot days; while they are independently renting, they are still valued clients that the managers are there to assist.

Mixon also implements mystery shopping, where they have unidentified workers pose as customers for an authentic interaction with staff to gauge their customer service. This experience can help identify and seed out any negative behavior before it reaches a valuable customer. “The point of it is to reform and give feedback,” she says, “and this has proven to improve reviews.” It’s a great approach to reduce negative occurances and increase positive ones.

When dealing with a bad review, one should approach it with a mindset of humility and a willingness to learn. While it is disconcerting and may initially reflect negatively, it can be an opportunity for growth; depending on the response, it can be turned into a positive experience.

Bad reviews can range from unhelpful feedback to genuine issues with management. Taking the negative review, assessing it with the involved team member(s), and then executing a methodical response to the customer is the course of action many business owners execute.

Gibson outlines her process. “If we get a bad review, we’ll contact the site first and we’ll confirm if it is a tenant,” she says. “Once we get the full story, we can assess; sometimes it is different from the manager versus the person who is upset.” Addressing the customer in a kind, understanding way, instead of ignoring their review, can make all the difference. This reflects well on any review site and shows that the business is making every effort to correct any mistakes and ensure customers feel heard and understood.

Mixon does “everything I can, even to the point of asking people to take down the bad reviews, or I try to make it right. I’ve called or emailed people who left negative reviews, addressing them as the supervisor to resolve the issue. I try to show them I want their satisfaction and happiness.” While running a business, it is inevitable that people will be unhappy occasionally, but taking the necessary steps to turn those situations around will ultimately reflect well on a business and their genuinity.

While good reviews garner more traffic and promote a business, responses are intregal to bad reviews. “The bad reviews are the most important to respond to,” says Mixon, “especially if they’re renting from you.”

Responses to bad reviews, in addition to the good reviews, will show customers how attentive a business can be. It is important to expect bad reviews from time to time, and how one proceeds to handle them is paramount. Gibson responds to them by “inquiring and kindly ask them to explain, along with an apology.” This extra step can flip a bad review to a positive experience with the customer, allowing them to reach a compromise and/or potentially be content with a resolution.

There is also the point of interacting with the staff. Mixon “goes over bad reviews with the managers, addressing what we can do differently, or they can do differently,” noting that she “sees the value in addressing a bad review because, on top of the good reviews, it goes a long way.”

Taking in every factor and appraising the situation is important, as the customer may be justified in their complaints, or they may simply be in disagreement with a policy. “We don’t get that many bad reviews, but in the instance that we do, we will address their issue by thanking them and saying we will try to do better, or we will reaffirm what our policy is,” Gibson says. “We are industry standard, so if they disagree with it, we can’t do anything.”

Reviews do have a great impact, but that impact encourages businesses to do better for the customer, their staff, and their own growing company. The uncertainty of what the public will determine as your business’ rating can be uncomfortable, but there is comfort in the fact that you can take predetermined steps to ensure quality customer service, as well as genuine follow-up to any dissatisfied customer.

Clients are the soul of any self-storage facility, and their reviews matter. Taking on the challenge of a bad review, while cherishing the good ones, will provide a balance that strikes new customers with assurance and ease as they glance at your profile on Google, Yelp, or any other reviewing platform.

Ultimately, reviews serve as a two-way mirror, reflecting both the customer’s experience and the company’s commitment to improvement. They allow businesses to refine their services, motivate their teams, and build long-term trust with their community. Actively seeking feedback, listening closely, and responding with empathy shows that a business is not only willing to evolve, but also values every individual who walks through their doors or visits their page.

The digital age has made customer voices louder and more visible than ever before. Businesses that embrace this transparency, rather than shy away from it, will be the ones to thrive in both reputation and revenue.