Its an interesting question, do Kbb Consumers Have Too Much Reputational Power?
With social media, online forums, Trustpilot and Google Reviews, plus many many many more, does the consumer now wield too much power over Kbb businesses and are independents more exposed to it?
The Arguments for Consumer Power
Accountability to the consumer should rightly be front and centre in all dealings that Kbb businesses have with their customers and any argument to the contrary should rightly fall on deaf ears.
To deny the consumer the right of reply, the right of recourse and the right to recompense for when things have gone wrong which are fundamental rights, would be a very big in the wrong direction.
The Argument Against
However, the internet has given Kbb consumers far more power to exert those rights than ever before, via the likes of social media, Trustpilot, Feefo, Google Reviews et al, often without any supporting evidence.
Should we now be considering that the balance be redressed in so much as the onus should be on the consumer to prove such a grievance exists and give the business a chance to rectify it?
False or Exaggerated Consumer Reviews
We spoke to freelance SEO consultant and Reputation Management Expert, Lee Oakley who had the following to say: "Having worked with many Kbb businesses over the years it always saddens me when a great independent and of good standing gets its reputation tarnished and sees a drop in business just because a client hasnt gotten their own way with free stuff or after the fact discounts,"
"Whilst Google reviews are a great tool, Google washes its hands in terms of the authenticity of the review and unlike Trustpilot, you cannot say to Google that you want the reviewer to give Google proof of purchase."
The British Institute of KBB Installation (BiKBBI) recently chimed cautionary bells in this regard also and urges KBB retailers of all sizes to prepare for a potential change in consumer behaviour by minimising risks associated with installation, and offers a free, no obligation risk assessment in support.
Emma Bradley of The British Institute of KBB Installation said, "‘The home improvement industry can historically chart the correlation between economic instability and an increase in negative consumer behaviour"
Kbb Consumer Blackmail
Whilst negative reviews are now seen as the price of doing business online, if the review is false, exaggerated and/or defamatory, there is next to no chance of a Kbb business now having such reviews deleted unless proof of purchase is provided. This leaves the only real recourse open to Kbb businesses being that of responding online to the review.
Whilst genuine customers will be largely satisfied with the issue being rectified and an apology there is a growing trend of professional complainers and online blackmailers who are all too aware of the power they yield and they are not afraid to use it, often holding the business to ransom unless their demands are met.
How to Respond to False and/or Exaggerated Kbb Consumers Reviews
Reputation Management Consultant Lee Oakley says the "The best course of action is to remain calm and never respond out of anger or emotion."
He added, "If you have had a bad review and you are 100% certain it is not a genuine customer, then a simple and factual response that says; 'As a business who prides itself on our customers satisfaction we were rightly saddened to read your review but we cannot match your review to any customer experience past or present and we can confirm that we have had no such complaint made to us. We would be grateful if you could check you are reviewing the correct company."
Your reputation will often mean the difference between success and failure and in such market conditions as we are now seeing, with too little demand and too much supply, maintaining your good reputation is a critical success factor.