When you’re answering TripAdvisor reviews, you don’t always have to start from the premise that the customer is always right, says Stuart Fox MBII of The White Horse in Dover, a finalist in the BII Licensee of the Year Awards (LOYA) 2022 and a five-star guru when it comes to social media
Long hailed as the definitive rule within customer service, the adage ‘the customer is always right’, was first dreamed up by an American (that explains it, I mutter to myself), Mr Harry Selfridge. Founder of London department store Selfridges, Mr Selfridge was probably fortunate enough to never have to actually deal with customers himself. In fact, I’m almost certain he didn’t, or he would never have come up with such a notion.
Our dear Mr Selfridge probably never intended his adage to be used to batter poor, hardworking pub landlords. In much the same way that TripAdvisor was never really intended to be used as a threat by the customer against a venue or person. How many of us have heard the clarion cry: “I’m going to report you to TripAdvisor”?
In reality, most of us have a sense of impending disaster and can intercept, smooth over and head off a problem before it happens. We can also spot the difficult customer and smother him or her in pseudo love.
If you cock–up, then its best to admit it, preferably with a witty add on and probably a bill reduction or complimentary drink. There is nothing like a free drink to lighten a mood and redirect a situation. The customer may not always be right but they’re not stupid. We have all woken up with stomachs churning after finding that one-star review on TripAdvisor that has come out of the clear blue sky.
But you can respond. Of course, if you are going to go up against a customer who has publicly criticised you, which will be read by other potential customers, then you have to be pretty certain that you have your own house in order first.“We did explain that there was going to be a delay for your food, as we were incredibly busy that night. All our food is cooked fresh to order and as you could see we were full, but I have noticed that you’ve failed to mention the complimentary round of drinks your table were given for the delay.”
Nuggets of gold can be sometimes be found in their other reviews, which can be used to discredit them and show others that their complaints are unwarranted.
Some years ago, when an American reviewer – with a litany of complaints – described our 700-year-old pub as “dilapidated”, I found with some delight he had also awarded Canterbury Cathedral a one star review on TripAdvisor too. I cheekily cited this by replying how “lovely it was to be rubbing shoulders with the archbishop with your similar one-star review of his cathedral”.
Through online forums, such as TripAdvisor everyone has the potential to momentarily become Fay Maschler or Alex Polizzi, however ill equipped they may be for the role. A century on from the phrase’s coinage, exceptional customer service still remains the cornerstone of any hospitality business with the customer the focus. As to them always being right? In Selfridges they are most certainly are!
STUART’S TOP TIPS
BE INVITING: Post photos of a roaring open fire – with a dog sitting in front, if you’re four-legged friendly
STAY TOPICAL: When the weather is rubbish, show your warmest of welcomes. “Storm Claudio maybe creating havoc outside, but we’re toasty inside getting tucked into one of our homemade pies with lashings of gravy and a gorgeous red”.
IT’S IN THE PICTURE: Remember to think about the background in any photo. Show your lovely fire, or candles, tealights sparkling on the tables with people relaxing and looking happy. Avoid showing an empty pub.
SHOW OFF YOUR OFFER: from the hot and mulled drinks to retro dishes that every Brit loves to indulge in during the winter months.
BE LIGHT-HEARTED: Keep it fun. How about: “The cleaning lady found a £1, so we’re turning on the lights. Come celebrate with us.
