When it’s time to eat and home cooking just won’t do, how do you pick a restaurant? Perhaps you’re looking for great tasting, mind-blowing cuisine. Or maybe you’re in the mood for something on the cheap. But how often do you say to yourself, “I’m looking for a restaurant that has great customer service?” Probably not often.
That’s why the results of our recent data analysis of customer reviews were so surprising. We found that when it came to 5-star reviews, “customer service” far outpaced cost and taste. In fact, for every 5-star review that mentions “great taste,” there are 13 that mention “good customer service.”
And this makes sense when you think about it. You could make the filet mignon that’s out of this world, but if guests are feeling neglected before the food arrives, they won’t be in the right state of mind to enjoy much of anything.
Customer Service Can Make or Break a Review
The data also suggests that customer service cuts both ways. It can either elevate or sink a review of your business.
Among reviews that mentioned “good” or “great” customer service, a whopping 75 percent of them resulted in a 5-star rating. And on the flip side, 76 percent of reviews that mention “bad” or “awful” customer service receive a 1-star rating.
Notice how there’s not much middle ground? This shows just how much weight reviewers place on customer service when rating a business. That’s why reviews that mention good customer service are 15 times more likely to be a 5-star review than 1-star review.
Okay, so what’s next?
Start thinking about how your business might be able to improve its customer service. After all, a one-star increase in overall rating can leads to a five-to-nine percent increase in revenue. If you’re not sure where to start, check out our article on how to improve your customer service experience.
You’ll also want to claim your Yelp Business Page, if you haven’t already. That way, you can extend your customer service beyond the walls of your business by publicly and privately responding to reviews and resolving any issues that a customer may have walked away with. Not only that, it’s a great way to show to potential customers your commitment to excellent customer service.