Once upon a time there were two unicorns, for a unicorn it was the age of wisdom, he had booked many rides and all the princesses were happy in the land of document signatures. Suddenly a new silly unicorn came to the land of cloud web design, he was younger and hungrier and he didn’t care so much about the princesses paying for his food. All he cared about was showing profits to his investors, especially now that he had a huge new stable to show off.
An early stage princess used the document signing unicorn for over a year, she was super happy to ride it even though it charged a big amount. However, when she had to leave the unicorn services, all she had to do was press a button and poof, their deal was over and the princess, who had paid a year’s advance in diamonds, was reimbursed for the months that it would not drive. .
A few months later, the princess needed a spin on the new unicorn in cloud web design. However, when she wanted to stop rolling, the unicorn knocked her down, kicked her in the face, and rode off into the sunset with all her diamonds, happy and proud.
The princess then decided to tell all the subjects of the country about her horrible experience, she posted her opinion on the unicorn’s Google page and on her TikTok account (which has so many followers) and this is how the income of the young unicorn started Char.
If we look at this story from the perspective of the princesses, it’s easy to see why she’s unhappy. The thing is, unicorn number two may have made a quick buck; however, in the long run, word of mouth and customer experience reviews will certainly catch up. Customers are the real lifeblood of every business and customer feedback is key to knowing if we are on the right track.
In the digital age, where reviews interfere with purchasing decisions, bad reviews can travel faster than the speed of a galloping unicorn. Today, a company’s narrative is written and rewritten constantly, not by its public relations team, but by its customers, prospects, the media, and anyone else involved in the discussion. The experiences a business provides inspire customers to share on social media and review sites, and these stories significantly influence the opinions of others about that business. A whopping 93% of users have made purchase decisions based on an online review (Exploding Topics). Promises of low prices, fast service and a great product are no longer enough to win the competition; customers need confirmation from other customers.
Negative reviews have a significant cost, 86% of users will think twice before buying from a company with negative reviews (Invesp) and a negative review can cost a company up to 30 customers (management of online reputation). However, all hope is not lost. The majority of companies do not respond to their negative reviews. However, responding to reviews is effective because those who respond to at least 25% of their reviews earn 35% more revenue than businesses that don’t respond (Womply).
This means that a company can control its narrative. Obviously, it makes more sense to provide better service and not accumulate user frustration. However, a business that has decided to make a change can start with quick wins by responding to its customers. And finally, a business that wants to achieve that coveted unicorn status can even proactively learn to tell its story through the eyes of its customers.
And so kids, when you decide to gift rides for diamonds, make sure your princess is comfortable, talk to her during your ride together, and learn from her. Then, when she decides to get off – for whatever reason – help her get off the boat as easily as she got on board. Make sure she tells your story in the best possible light. It’s your responsibility, especially if you’re a unicorn and not just any old horse.