Effective reputation management—on platforms like Google Reviews and Yelp—lowers the social cost of providing negative feedback

Research suggests that the vast majority of consumers avoid complaining directly to companies; in one study, 96 percent¹ of customers kept their thoughts to themselves, and 91 percent stayed silent and left the company.

With those numbers, it’s safe to assume there are many legitimate complaints you’ve never heard.

Why?

It’s too inconvenient to complain (The process is too lengthy or complex)
They believe no one wants to hear their complaint
They may fear that complaining may impact the quality of service they receive
Or they may have a conflict-averse personality

Effective reputation management—on platforms like Google Reviews and Yelp—helps you surface these complaints, as they lower the social cost of providing negative feedback.

However, in order to properly incorporate—or respond to—such complaints, you must learn how to investigate them and read between the lines of their message.

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