Alain Parcan, Market Hardware, Inc.
September 2018

Why Customers Are Skeptical of Pest Management Companies With “Perfect” 5-Star Ratings

   It’s happening more than you think: potential customers look up pest control services online and begin their research process. They find local businesses that offer the service they need and begin to compare. They aren’t doing price comparisons, as you may have expected, but are actually looking at the online reviews and rankings. Pest Control Companies A and B have perfect 5-star ratings, while C has a 4.5. While we used to believe Pest Control Company C would have been eliminated for their score, the opposite rings true today. Here’s why…

   “Perfect” 5-star ratings are a new red flag for consumers. When they see them, rather than assume the company does a great job, potential clients see perfect ratings as a sign of dishonesty. In a world where businesses can pay for 5-star ratings or offer deals or gifts in exchange for positive clout, people value authentic reactions from real people. Potential customers are more influenced when they hear about actual experiences rather than when they read canned responses or see wordless 5-star reviews.

   In a study featured in TechCrunch, product purchases were measured across 40 different categories. The researchers found buyers were most influenced by reviews with an average star rating between 4.2 and 4.5. Unexpectedly, it was found negative reviews – in moderation, of course – were actually helpful in making products or services look reputable.

   So why is it 5-star reviews cause customers to become so uneasy? It’s because some things are too good to be true. Today’s online customer understands the Internet to be full of exaggerations, so they know to take things with a grain of salt. Customers prefer authenticity to perfection. They understand negative reviews are bound to happen and are often reassured by seeing a few negative (or even just non-5-star) reviews.

   Reviews are a powerful tool for your company, so it’s important to make it a priority for your team. Whether you prefer to have your technicians ask customers directly to leave a review or have your office send clients a post-service email with a link to your Google Reviews, it’s essential you make this a company-wide process. Increasing the amount of reviews your company receives is a surefire way to make your reviews page work for you.

   With all this knowledge, what should a business owner’s attitude be toward negative reviews? 1-2 star reviews present an opportunity for growth, if handled properly. Negative reviews give you a chance to impress potential customers with a genuine, authentic response. While it is admittedly not the greatest feeling to hear about a customer’s bad experience with your company, there are a few things you can do to make the most out of the review.

   First off – and this is one of the most important steps – relax and take a moment. As a business owner or manager, it’s understandable you may take the review personally. However, emotional responses don’t bode well for your brand, so take a minute to collect yourself.

   At this point you can address the feedback. It’s important to always acknowledge their pain and offer up a resolution. Even if your response is as general as “We will be in touch to help resolve your experience,” this willingness to address and respond to criticism will reflect positively on your customer service.

   When dealing with online reviews, striving for perfection is a lost cause. Instead, work to build a network of strong reviews from your customers over time and respond appropriately to any negative ones that pass through. Chances are you already have plenty of experience with customer service, and managing your online reviews is just an added layer of that customer experience. Keeping all of the above in mind, you shouldn’t worry about getting a perfect rating; it turns out customers don’t even want you to have 5 stars!

Alain Parcan, Director of Marketing for Market Hardware, Inc., contributed this article. Alain brings nearly 10 years of experience in educating businesses so they can market themselves more effectively. Market Hardware helps small businesses compete on the Web and offers special discounts for PCOC members. You can reach Alain’s team at 888-381-6925.