Pizza Today - November 2019 - 42

negative reviews, can make it easier to
successfully resolve issues and build a
strong, true brand. Follow these tips:
* KNOW WHEN YOUR PLACE IS
MENTIONED. "We monitor and read

reviews as soon as customers post
them," says Monica Borgese, social
media marketing manager for
Pummarola, which has four locations
in South Florida. As registered users
of Yelp for Business owners, the place
receives notifications every time a new
review is posted. "We do this for all
four restaurants," Borgese says. Listings
on Google My Business, TripAdvisor,
Facebook or Twitter can be monitored
too.
* TAKE A BREATH BEFORE RESPONDING.

"If a customer provides negative
feedback, the first thing that I do is
read every detail of the feedback and
summarize key points," says Rick
Richman, founder and CEO of Firepie,
an on-demand pizza delivery concept in

San Francisco. A thorough look might
help you spot hidden gems: perhaps
the diner liked the salad but thought
service was slow or didn't receive the
right order but still enjoyed the food.
"If you feel your blood pressure
start to rise while you're reading the
review, step away from the keyboard,"
Karington says. Spend a few minutes
calming down or ask for a second
opinion before creating an answer.
* USE THE FEEDBACK TO LOOK AT
LOGISTICS. While a poor review may be

painful to read, it could point out key
areas where operational adjustments
could be made. "We try to take negative
reviews as an opportunity to learn and
improve," Borgese says.
If a long list of customers complain
that delivery time is long, you might
look for a way to make the order and
delivery process more efficient. Multiple
comments about a soggy crust could
merit a look at baking times.

* RESPOND IN AN APPROPRIATE WAY. A
swift approach can often provide the
opportunity for a smooth resolution.
"When we receive a notification of
feedback, we reach out to the customer
within 30 minutes," Richman says.
Responding quickly also lets customers
know they are valued.
Using the right language is key
when addressing negative feedback. "I
respond back to customers as if I was in
their shoes," Richman says. In addition
to acknowledging the complaint in a
public setting, one-on-one messages
can be used to further communicate
with the customer. "I reach out through
a private message and give them my
contact information," Richman says. "I
get the order detail and ask them if I
can provide a refund."
* KNOW WHAT TO AVOID WHEN
COMMUNICATING. "If your response to

a negative review is met with a raging
rebuttal, end the conversation and do
not respond," Karington says. "People


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Pizza Today - November 2019

Table of Contents for the Digital Edition of Pizza Today - November 2019

Pizza Today - November 2019
Commentary
Contributors
Expo Spotlight
Meet the Makers
Conversation
Man on the Street
Tony’s Trending Recipe
Knead to Know
Destinations
Server Station Basics
Chicken Wings
Stuffed Crust Pizza
Cream Sauces
Negative Reviews
Pizza & Pasta Northeast
Hot 100/top 100 Lists
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Mike’s Monthly Tip
Pizza Today - November 2019 - CT1
Pizza Today - November 2019 - CT2
Pizza Today - November 2019 - Pizza Today - November 2019
Pizza Today - November 2019 - Cover2
Pizza Today - November 2019 - Commentary
Pizza Today - November 2019 - 4
Pizza Today - November 2019 - 5
Pizza Today - November 2019 - 6
Pizza Today - November 2019 - 7
Pizza Today - November 2019 - Contributors
Pizza Today - November 2019 - 9
Pizza Today - November 2019 - Expo Spotlight
Pizza Today - November 2019 - 11
Pizza Today - November 2019 - Meet the Makers
Pizza Today - November 2019 - 13
Pizza Today - November 2019 - Conversation
Pizza Today - November 2019 - 15
Pizza Today - November 2019 - Man on the Street
Pizza Today - November 2019 - 17
Pizza Today - November 2019 - Tony’s Trending Recipe
Pizza Today - November 2019 - 19
Pizza Today - November 2019 - Knead to Know
Pizza Today - November 2019 - 21
Pizza Today - November 2019 - 22
Pizza Today - November 2019 - 23
Pizza Today - November 2019 - Destinations
Pizza Today - November 2019 - 25
Pizza Today - November 2019 - Server Station Basics
Pizza Today - November 2019 - 27
Pizza Today - November 2019 - 28
Pizza Today - November 2019 - 29
Pizza Today - November 2019 - Chicken Wings
Pizza Today - November 2019 - 31
Pizza Today - November 2019 - Stuffed Crust Pizza
Pizza Today - November 2019 - 33
Pizza Today - November 2019 - 34
Pizza Today - November 2019 - 35
Pizza Today - November 2019 - Cream Sauces
Pizza Today - November 2019 - 37
Pizza Today - November 2019 - 38
Pizza Today - November 2019 - 39
Pizza Today - November 2019 - Negative Reviews
Pizza Today - November 2019 - 41
Pizza Today - November 2019 - 42
Pizza Today - November 2019 - 43
Pizza Today - November 2019 - Pizza & Pasta Northeast
Pizza Today - November 2019 - 45
Pizza Today - November 2019 - 46
Pizza Today - November 2019 - 47
Pizza Today - November 2019 - Hot 100/top 100 Lists
Pizza Today - November 2019 - 49
Pizza Today - November 2019 - 50
Pizza Today - November 2019 - 51
Pizza Today - November 2019 - 52
Pizza Today - November 2019 - 53
Pizza Today - November 2019 - 54
Pizza Today - November 2019 - 55
Pizza Today - November 2019 - Product Showcase
Pizza Today - November 2019 - 57
Pizza Today - November 2019 - Pizza Today Yellow Pages
Pizza Today - November 2019 - 59
Pizza Today - November 2019 - 60
Pizza Today - November 2019 - 61
Pizza Today - November 2019 - 62
Pizza Today - November 2019 - 63
Pizza Today - November 2019 - The Marketplace
Pizza Today - November 2019 - 65
Pizza Today - November 2019 - 66
Pizza Today - November 2019 - 67
Pizza Today - November 2019 - 68
Pizza Today - November 2019 - 69
Pizza Today - November 2019 - 70
Pizza Today - November 2019 - 71
Pizza Today - November 2019 - 72
Pizza Today - November 2019 - Reader’s Resource
Pizza Today - November 2019 - Mike’s Monthly Tip
Pizza Today - November 2019 - Cover3
Pizza Today - November 2019 - Cover4
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