A customer of Flowers By Michelle called the shop upset that the guard petals on a few roses hadn’t been removed. The Las Vegas shop immediately replaced the arrangement free of charge, and the customer not only continued purchasing, but also referred other customers to the shop.
“He brings back so many other customers that it’s totally worth it in the end,” says store manager Sheldon Jensen.
The store’s customer satisfaction policy also prevents the shop from receiving bad reviews online and negative comments on social media. And that’s more important than ever, given the influence of online reviews. According to a recent study by Capital One Shopping, over 99% of American consumers read online reviews before making purchases, and 93% say reviews influence their decisions.
So how can florists protect their reputations, especially with the holiday season approaching? Jensen and Jackie Levine of Central Square Florist in Cambridge, Massachusetts, agree that turning disgruntled customers into loyal supporters requires clear strategies and swift action. Both florists will share more of their reputation management tips during the Society of American Florists’ Next Gen LIVE! conference, taking place Feb. 23-25 in Dallas. The event features more than a dozen education sessions tailored to young leaders, a Supplier Expo, and a tour of Dr. Delphinium’s design center — including a trends presentation.
Levine and Jensen’s session, “Reputation Resilience: Turn Feedback Into Opportunity,” focuses on techniques that transform customer complaints into solutions. They’ll give tips for addressing unhappy customers, recovering from negative reviews, and safeguarding your online presence.
Here are a few of their best tips to put into practice this holiday season.
Start with Appreciation: One of the most effective strategies when dealing with unhappy customers is to begin the conversation by thanking them for bringing the issue to your attention, says Jensen. This approach often helps diffuse tension and sets a positive tone for the conversation. “Most often, that will calm them down before we get into everything else,” he says.
Listen and Provide Solutions: Address the customer’s concerns by actively listening and offering a solution tailored to their needs. For instance, if a customer complains about flowers not lasting long, Jensen recommends replacing the arrangement for free or offering store credit. “The best thing to do is to listen to them because there are times where they just want to talk about the problem,” says Jensen.
Follow Up and Build Trust: Following up after resolving a complaint can turn a negative experience into a long-term customer relationship — something Levine has witnesses first-hand after replacing an arrangement for a customer. “After we delivered the replacement, I sent her a follow-up email to ensure she was happy,” she says. “She emailed me a few weeks later to place another floral order.”
For more advice on handling negative online reviews or comments social , click here.
To get details about Next Gen LIVE! and register, click here.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florists.
