The Zip episode 29
If you watch Black Mirror, there was recently an episode, in the Netflix reboot, where everyone walks around with their cell phone all day, reviewing each other. Did the coffee barista smile at you? He gets five stars! Did someone forget to compliment your haircut? They get one star. Watching that episode was so cringe worthy – like god, wouldn’t it suck to be rated by your peers and colleagues, all day long, for seemingly innocuous details.
And that’s probably a smidgen of what it feels like to be a local business these days.
You pour your heart and soul into building a business, and someone on the Internet rips you apart for a bad day or an employee mistake. Considering that 15 or so years ago, most businesses had a decent amount of control over the messaging around their business, the idea of online reviews can be pretty intimidating.
Today’s guest, Aaron Weiche, is the CMO of GetFiveStars – a service that works with companies, large and small, to build out their reviews platform. Ironically, Aaron and his team have found that perfect five-star rankings across the board isn’t the best way to pull in new business – potential customers find four and four and half star averages more believable. So maybe that employee mistake or bad service slip up isn’t such a big deal, as long as you’re listening to customers and responding to their complaints in the long term. And that’s what Aaron and his team preach.
Previously, Aaron spent a few years running digital agencies, so he’s no stranger to the online space.
In this episode, Aaron and I talk about why many businesses – big and small – neglect reviews, how Aaron’s team finds and market to businesses who do care about what their customers have to say, and of course we dig into Aaron’s hometown, Minneapolis, as well.
Welcome to The Zip.