When The Karate Kid Gets Mad – Teaching User Review Crane Technique To Small Business Owners

The Story
A cry for help from the Google Places Help Forum:

Hello Google Team, My name is Aaron and Im a student at the White Lions of Shaolin Kung Fu Academy. Anyways I am contacting you because I was wondering what the procedure was to get false statements and slanderous comments removed from the reviews section when looking up a business. I understand reviews are there for a reason, so you can post your review of what you think about a business, for example, if you eat at a restaurant and you font like it, you can post a negative comment explaining why you didn’t like it, but I think you will agree these 2 reviews that I am concerned about are not reviews at all and the only purpose of them is to try and slander the business.

We had a student in the class who got kicked out for misconduct and now he and his girlfriend have been posting terrible and untrue statements on the google reviews tab with the intention to hurt the business with false statements.

The Offending Reviews

REVIEW 1
Time to part ways.‎‎
Rated 1.0 out of 5.0 By JEFF – Sep 8, 2010
As a mixed martial artist since age 7 and 21 years U.S. Army Special Forces (Retired), I attended White Lions for almost a year serving as an instructor for Sifu G. One of the many things that Sifu can’t teach is experience- or the concepts learned from it (Experience). Sifu has no actual combat experience. As a former dance instructor Sifu can remember forms like choreography. When one pays in advance for private lessons from Sifu, they expect to get his time, not be taught by anther instructor that learned the form a day or two before. An honorable Sifu would never gossip behind the backs of his students and his own instructors who teach classes and clean the school for free. This shows a lack of respect, and self insecurity (Not honorable actions). An honorable Sifu would also not make fun of an overweight student for hurting himself doing class exercises, as I have heard Sifu do. I look forward to excelling in CLF, but will have the added expense of flying to California to bypass White Lions to get proper training.

REVIEW 2
brainwashing/degrading‎‎
Rated 1.0 out of 5.0 By tddonkey – Sep 7, 2010
While the black belt students and instructors use encouraging and skillful ways to teach children & adults kung fu, the sifu brainwashes and does not treat his students well considering how much they pay. I took from this school a few years ago and I felt high amounts of false guilt due to the brainwashing after 3 years of not attending. The sifu tried to make me feel bad that I could not go to classes because I chose to go to college for an education away from Dallas. It drove me to counseling for a year while in college. The sifu also told my mother (yes, my mother), that my burly, rambunctious brother talked like “a gay person.” He gossips about the other students and is constantly asking students about those who don’t attend as often as them. He talked badly about my own private instructor for leaving because she dated a black-belt who left the school. His teaching was degrading and involved making fun of students’ clothing, nail polish, weight, etc. It is one thing to be a strict and respectful master, completely another to be degrading and immature. This kind of teaching should not be supported by our dollars and I highly do NOT recommend this school. But as far as the private instructors, I did learn many good lessons from them and my scoliosis and bad knees improved by practicing martial arts. If you are interested in kung fu, search somewhere else, do not attend here.


Summary
There’s nothing like a negative review to put you into a defensive position. It is totally legitimate to fear that reviews of this kind could negatively impact your business. Accusations of brainwashing, making fun of injured overweight students, students’ voices, nail polish etc….these range from the serious to the colorfully bizarre, and they certainly do not give a good impression of the martial arts school. Here we have two extremely specific and convincingly detailed negative reviews, an alleged former employee of the martial arts school and his friend calling these reviews slander (probably meaning libel) and asking to have these reviews hand-removed by Google. We’ll return to Google’s part in this at the close of this study, but in the meantime, what can the business owner (or his student) do? Let’s consider the options:


Sweep The Leg
Die-hard fans of The Karate Kid Pt. I will remember the evil sensei’s response when he felt threatened with losing the big tournament. He acted crazily, went for broke and had his student hit below the belt. Small business owners, in their moment of embarrassment and anger, are sometimes guilty of doing the same. The owner of White Lions of Shaolin Kung Fu Academy could choose to respond like this:

You’re a liar. You’re just seeking revenge because we kicked you out of the school. And by the way, your nail polish is ugly, what I said about your burly brother is true, and the fat kid who got injured was just faking it. Also, your mother is a nitwit. Our school is wonderful and we’re glad you’re gone!

“Take that, you negative reviewer!” the business owner might be saying as he publishes this response to the offender. It might feel good for a moment, but no, no, no: this is the wrong way to go. Don’t be the evil sensei. He had absolutely no class. If you’ve received a negative review and are about to respond in the heat of moment, step away from your computer. Shut it off. Take a walk on the beach and consider a second option.


What Would Mr. Miyagi Do?
As movie fans will recall, Mr. Miyagi’s first response to Daniel-san getting beat up by bullies was to go and try to talk things out with their sen-sei. In this specific scenario with White Lions of Shaolin Kung Fu Academy, it would appear that the business owner knows who the negative reviewer is.

I believe Mr. Miyagi’s first move would be to try contacting this past employee/student by phone or email in an effort to resolve the situation. This communication must have a polite, non-confrontational tone and contain an apology for the student’s dissatisfaction with the school. The owner should try to see if there is a way to mollify the student’s ill feelings and have him remove the most hurtful accusations from his review.

Should this fail, as it did in Daniel-san’s case, it is time for the business owner to develop Crane Technique. This means finding balance within, knowing you are standing in the right, and then responding to the situation in an unimpeachable manner. As Mr. Miyagi said in his Hollywood Asian-English, “If do right, no can defense.”

So, what would a Crane Technique business owner response look like to reviews as negative this? Here is my suggestion:

It is every small business owner’s bad dream, having to find a way to respond to a review like this, coming as it does out of the dark, and with no personal communication from the unhappy student or supposed employee. Accusations like this put us in a tough spot, struggling to know how to respond, when the reputation of our school is at stake. We have worked so hard to build up our good reputation over the past 15 years, but it stands to reason that we can’t please every student. It’s our goal to be fair, transparent and honest, and our first task is to acknowledge that this reviewer was really dissatisfied with his experience at our school, or he wouldn’t have felt impelled to write such a strongly-worded review. We are extremely sorry that any student would feel so unhappy about his experience with our instructors.

Our second task is to make it known that we held a meeting with all our instructors to talk about the disturbing accusations made in this review and everyone felt just terrible to think a past student or employee would be so unhappy that they would feel driven to make such remarks. If you are considering enrolling at our school, I would like to personally invite you to come down and watch some of the classes before you make up your mind about the quality of what we provide. I believe you will see our instructors teaching our students in a safe, respectful and skilled way.

Finally, I would also like to ask the reviewer that, if there was a personal problem with the school, please, phone me and let me know about it. My best chance at making amends for any bad feelings is to be able to listen, in person, to your concerns, and do my best to address them. We truly care about our students and take their needs seriously.

No Can Defense
If you’re about to respond to a negative review, please take a moment to study that sample response. I believe it accomplishes the following:

  • It expresses sorrow at the idea of customer dissatisfaction
  • It does NOT refute the weird accusations being made – it just doesn’t get into it
  • It shows that the owner is deeply concerned and also, in a difficult situation trying to respond fairly to out-of-the-blue negativity
  • It invites the public to come into the business to make up their own mind
  • It invites the reviewer to seek resolution

Here, instead of coming off as aggressive, hot-headed or angry, the business owner sounds polite, reasonable and ready to take responsibility for the reputation of his school. It creates a real contrast to the nasty picture painted by the reviewer, and most of all, it diffuses an agitated situation into a calm and rational one.

Regardless of what Google does, the business owner wins by looking like a professional and a nice guy. As the triumphant lyrics in the old movie go, “You’re the best around!” Happily for you, Google now enables an owner response function and it is your tool for making the best out of what is certainly an uncomfortable situation. When you are able to respond to a negative review like this, you really have gained balance, Daniel-san.


Pity the Ref
What about Google’s part in this? Frankly, they have my pity. Who are they supposed to believe? The detail of the accusations in the reviews makes them look legitimate, but so what – some people can write well and are capable of crafting convincing-sounding lies. If the truth is that this is a student/employee who was dismissed for misconduct and has an axe to grind, we all sympathize with the business owner, but for the life of me, I can’t see how Google is supposed to determine this. What if it’s the unhappy student who is telling the truth and the school really is guilty of acting badly? Can you tell who is right? I sure can’t.

I think it may have been lack of foresight on Google’s part that in entering the world of reviews, many people would expect them to shoulder the responsibilities of arbitration between unhappy customers and unhappy business owner. I see absolutely no possibility of Google choosing to do this. This means that you – the business owner – are on your own, and it’s up to you to rise above cowardly attacks and show that you take the high road. And, while you’re responding with such aplomb, start making a list of your really happy students who might be willing to leave a good review, thereby pushing the offending materials down the list.

Until next time, my friends, wax on, wax off!

—————-
Many thanks to Local Search Sen-sei, Mike Blumenthal for sharing this scenario with me.

7 Responses to “When The Karate Kid Gets Mad – Teaching User Review Crane Technique To Small Business Owners”

  1. on 17 Sep 2010 at 9:25 am Aaron

    Why would someone go through all that time to type something up just to mock the situation. I wouldnt have asked for google to remove the statements if they were just negative feedback. I want people to be honest about the school, but the comments that are in question are not your typical type of review. If someone did the research which I assumed google would take the time to do so, you can see that the user who posted that inappropriate comment left a negative comment almost a year ago saying only that ” I no longer go here” . Why would someone come back 10 months later and post a response like this, anyone can figure that out, its obvious that it is just slander in order to draw business away from this school and possibly redirect it to himself. Also they go into how can someone be so detailed and be lying about it, well how can someone remember such specific details on something that happened 10 months ago? I mean seriously….come on people….pull your heads out!

  2. on 17 Sep 2010 at 9:30 am Aaron

    Ohh and thanks for making fun of the situation, you took all that time to type up that big wall of text above and all you accomplished was to insult the situation even more and make a complete mockery of the concern. Thanks though, really appreciate it, real mature, im sure you got a good laugh out of it and maybe others did as well. Pat yourself on the back for your classy performance…

  3. on 17 Sep 2010 at 12:16 pm admin

    Hello, Aaron,
    I’m sorry that it appears to you that I took the time to write up this situation in order to make fun of it. That certainly isn’t my intent. I write about scenarios surrounding user reviews frequently and would like to invite you read some of these other articles, in hopes that you will see that I am not spending time teaching about this for laughs, but because I find this situation to be so confusing for both users and small business owners:

    Competitor Left A Negative Review – An In Depth Look At What To Do
    http://www.solaswebdesign.net/wordpress/?p=221

    Are These Reviews Authentic? You Be The Judge
    http://www.solaswebdesign.net/wordpress/?p=845

    Wildly Celebrating Google’s New Owner Response Feature
    http://www.solaswebdesign.net/wordpress/?cat=8&paged=2

    Edit, Remove and Respond to Reviews – Tools for Conflict Resolution
    http://www.solaswebdesign.net/wordpress/?p=502

    SMBs Say Yuck to Yelp’s Telemarketers
    http://www.solaswebdesign.net/wordpress/?p=369

    As I said in the above article,

    “There’s nothing like a negative review to put you into a defensive position. It is totally legitimate to fear that reviews of this kind could negatively impact your business.”

    I truly get that, but at the same time, I would urge you to consider that if you are handling the reputation management for this martial arts business, the public (and Google) are not going to see things the way you do. They do not know who to believe – though it seems so clear to you that the negative reviews you received are spam, how can anyone outside of the situation judge that? They aren’t involved. They see the bad reviews, and unless you can develop a positive stance for handling the inevitable bad reviews
    that ALL businesses receive, all the public will see is the bad review.

    The object of my above article was to teach small business owners how to respond in a balanced, reasoned tone so that, in addition to seeing the bad review, the public sees a good response from the owner. By using metaphor and simile, I am attempting to teach a memorable lesson about how to do this. Interestingly, there have been times when I have written up situations like yours and this has prompted Google reps (who read this blog) to take positive action on them, but that’s not the point. The point is to teach business owners that responding with anger to bad reviews is not a sustainable stance.

    I sincerely invite you to bring the business owner of your martial arts school to this blog to carefully re-read this piece to see if it will help you develop a positive and proactive stance for responding to negative reviews. You can’t expect Google to help you, so it’s up to you to come through with class, style and a reasoned tone, utilizing the owner response function Google provides.

    I believe that part of the success of your instructor’s business may depend upon developing such a plan, and reading all you can about the difficulties of managing the world of user reviews, which is here to stay, may be one of the smartest things you can do.

    Wishing you best of luck,
    Miriam

  4. on 17 Sep 2010 at 4:08 pm Cathy

    Miriam -

    Your advice is masterful – as always. Would really like to just cut and paste your response since a friend recently got review-slammed (seemingly out of nowhere, too) and your wording is perfect.

    I’m truly taken aback by Aaron’s response. Had a different friend respond to a negative review – (obviously written by a competitor and not a customer) in a fashion similar to the ‘sweep the leg’ approach and it actually now gives the bogus review some credibility.

    Aaron – As frustrating as it is to deal with negative reviews, the wrong responses can make matters worse – much, much worse. You’ve gotten some sage advice. Google almost never removes reviews so crafting appropriate responses is the best defense to offensive (to the business) words.

  5. on 19 Sep 2010 at 11:59 am admin

    Greetings, Cathy!
    Cut and paste as you please :) It’s so nice to see you here, and I’m glad you found this advice on-target. I imagine you have friends coming to you all the time to tell you what is happening with them in the review world, considering your Local SEO acumen. Thank you for talking the time to comment. It is a treat when you stop by.
    Miriam


  6. [...] Miriam Ellis/SEO Igloo: When The Karate Kid Gets Mad – Teaching User Review Crane Technique To Small Business Owners [...]

  7. on 29 Oct 2010 at 4:09 pm Jon Dunn

    Part of the problem here is that the business did not make any attempt previously to collect and post good reviews from the hundreds of happy students they no doubt have. Even the best businesses have a few unhappy customers, but many positive reviews dilute the effect of the occasional bad one, and lessen the complainant’s credibility. Attack is the best form of defence – businesses should make the collection of positive feedback and testimonials part of their everyday tasks, and if necessary create a mechanism to do this.

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