The Saga of the One Star Review

It was late Tuesday night when my client texted me. He had just gotten his first one-star review on Google. Ninety-seven five-star reviews and then a single one-star review. Devastating for a small business person who takes tremendous pride in his work and customer service.

This is a service business. One where the owner is also the primary servicer of customers. It's hard physical work and he gets up daily at 4:00 am and sometimes falls into bed at 8, 9 or 10 pm after a taxing day. He was more than half asleep when his cell phone started ringing at 8:30 pm. It rang 7 times (not one call with several rings but 7 different calls) before he sleepily answered it. The answering service had gone home for the night and the line hadn't been forwarded to voicemail.

It was a customer. Half-asleep he tried to follow along but she started the conversation upset...why hadn't he answered immediately? Why did he sound like he was half-asleep? (Maybe because he was.) It dawned on him that she was calling at 8:30 at night about an appointment more than a week away, and he said so. She hung up in a huff and proceeded to leave a scathing review. (As she had with many other businesses, her reviews history is littered with one-star reviews and unkind observations about many businesses and the people who work there.)

Some people think that all businesses should operate around the clock and be at their beck and call at all times. Most small businesses can't. I spend a lot of time telling new employees that my hours of work might not be their hours of work and they do not need to respond if I email or leave a message after work hours. (I will reach out if there is a true emergency.) People need to rest, eat, and have non-work downtime.

However unreasonable the hour was and the level of expectation was, our client was still upset with himself. We talked about the options and how he could respond. In the end we decided he should not engage further. He could cancel the appointment - there was likely no making this customer happy. As for the negative review, his stellar history spoke for itself...as her history spoke for her. Heck, the presence of a one-star review likely added some credibility to his profile - who legitimately gets all 5-star reviews these days? (Other than this guy, until this one time.)

Why am I telling you this?

First, I'm proud of our client and feel a huge amount of empathy for how he feels. He's human and admits as such - he knows what his moment of consternation cost him. Still not sure how I would have sounded and how I would have reacted if you woke me up for a question that could have easily waited until morning. Tired as he was, he still had the presence of mind to call me immediately and discuss his options. He's also working on how to ensure that the phones get handled appropriately after hours going forward.

I'm also happy I was available (had my phone in my hand) and was there for another business owner when they needed an ear...and dare I say, a friend. Because entrepreneurs and small business owners alike need a friend. Owning a business can be a lonely place.

Are your vendors your friends?

I'm continually thankful for my group of vendors/friends. Like my friend who looks out for me and my businesses' insurance needs, and proactively looks out for my best interests. My lawyers who offer a huge amount of advice and counsel, and when it is an area outside their expertise, they refer me to someone they know and trust (who has also become a close friend and confidant.) My bookkeeper, whom I trust implicitly, and who is an important member of our operations team. My CPA who has remained my CPA through a number of acquisitions and mergers of local accounting firms. (A friend recently told me they had never heard anyone wax so enthusiastic about accounting services but they had never met MY accountant.) My extended teams of developers who are all so helpful and so great to work with. Several of our partner organizations who are always there to help, no matter what CRAZY thing I am trying today. And yes, my investor and business partners.

My fondest wish is for each and every one of you entrepreneurs and small business owners to have your own group of vendors/suppliers/partners and friends. If you don't think of your vendors that way, happy to share/refer you mine.