My experiences as a social customer are very different than traditional customers who are not leveraging social media. The experience begins way before I enter a business, restaurant or hotel where I want the same great experience that everyone does. Another difference is that I feel empowered through social media. And I know now that I can leverage social media to bring about change for myself and others. And I have. If you think you can ignore me you will ultimately pay the price. It's not about asking me to join your Facebook page, which I probably won't, or joining your wine club so you can send me more wine, it's all about knowing me.
Since joining Yelp I have posted 51 reviews and I am surprised that 1251 people have viewed my profile. In life you trust opinions of people that you know and I think this is why so many people view my profile. They are looking to see if I am some kind of crack pot or if I have a vendetta for a company product or service. What really surprises me is that in 51 reviews, mostly positive only one restaurant responded to me directly about a good review and then I got attacked by another named Bistro Ralph.
Editor's note: Peter Auditore is an employee of SAP. SAP is a sponsor of The Social Customer.
I feel empowered in many ways thanks to social media, particularly Yelp and TripAdvisor. I have the simplest of taste, I only want the best and when I do a negative review I am really thinking about making it better for the next customer. My customer experience begins on my IPad or IPhone where I take a look at how customers are reviewing your business products and services.
The Saga of Bistro Ralph
I would like to share a recent social customer experience at Bistro Ralph in Healdsburg California. Below is my review on Yelp.
"After the poor service last night and the attitude of snobbery that emanates from the staff of bitchy women I won't be going back. We went up for barrel tasting and I always go to Ralph's the food is outstanding and I guess now after three years they just don't like me. Hum? Is this because I am not from Healdsburg, or my tips haven't been big enough. Well last night I experienced some of the rudest behavior I have seen from the women wait staff. We arrived early to try and get four seats at the bar and I was smoking a small cigar and while standing in line I was accosted by the grey haired one rather rudely. The hostess, who is family with the other rude female waiter, was great she got us in and seated. But they made us wait nearly 30 minutes for bread. Why the lame excuse? Until menus are picked we don't deliver bread.
George our waiter was ok, but I could feel the aura of negativity around me and our blond server asked in weird way "oh r u up for barrel tasting?" The food was good except for the tower of French fires which were a grease fest, and cold, but I love the Caesar here. The overall attentiveness that should be in a small intimate restaurant like this was not there. I have to say it's really not fun to go somewhere where you have spent more hundreds of dollars on many dinners over the last four years and not be appreciated. What is wrong here, and where is Ralph? Go to Ravenous and Barn Diva if you want friendliness and good quality without the attitude."
Bistro Ralph Owner's Replies
"Ahhhh the restaurant business, after 19 years you think you've seen it all . . .
Peter walked in and the first thing out of his mouth was that "he was a big Yelper". I guess that's supposed to translate into he is extra special or used as threat . . .
Anyway Peter has always had a great time at Bistro Ralph's and we appreciate that. Apparently last night he had been at too many wineries prior to dinner. The party of four was seated at the counter. At the end of their nice and normal flowing meal after paying the bill the "tip receipt" was missing and we politely asked for it. No big deal to be sure. He went ballistic and caused a big scene in the restaurant disrupting the other customers. When he left and went outside he continued yelling and cussing at waiting guests and putting our hostess in tears.
A class act.
I am the first to admit that we are not perfect but after 19 years we are pretty good at it. We try our hardest to be courteous and consistent to every one of our customers. They are our lifeblood, Yelper or not. May I thank his friends that slid additional gratuity to the staff, they earned it and you are welcomed back anytime.
Ralph.
Peter,
I'm so sorry you did not end your meal on a positive note. We try hard to do so.
If my staff offended you I sincerely apologize. On the other hand your over the top yelling and belittling of my staff disrupting the other diners in the Bistro cannot be tolerated. Your scene on the sidewalk when you left was also uncalled for. As you said in your posting please enjoy Ravenous or Barn Diva in the future."
My reply to Ralph
"If your staff had behaved appropriately and I felt welcome with my friends, who loved your food, then perhaps none of this would have happened. Your little Bistro was so loud and busy no one could have even heard me at the end of the bar. So I don't buy the cussing and inappropriate comments from your wait staff. In fact in some recent reviews on this site show the same scenarios have emerged with service, yes perhaps I was vociferous outside but not in your restaurant. You know something Ralph that's part of owning a restaurant and dealing with the different personalities that come through your door. Avoir"
The reality of the situation is that Ralph's wait staff made up a lot of science fiction to cover their poor service, which was reflected in several other views. Yelling and belittling of wait staff did not happen. And the fact was, I did not visit too many wineries that day, insinuating that I was intoxicated. Insulting me by calling me "a class act" wasn't really necessary and the fact is his staff made the customer experience negative, like they are doing for other customers who are not regulars at Bistro Ralph. So you can see that the social customer experience doesn't end with the dinner in this particular situation. What we are really seeing here is that Ralph is threatened by Yelp and now has competition in his little town were people who patronize it to taste the great wine in the area aren't really welcome.
Net/Net
The social customer experience is evolving at break neck speed and it is very different from traditional customers who don't use social media applications. What is different about social customers? They are empowered with almost real time knowledge of the reputation of any company they do business with including Bistro Ralph.
Social customers know the reputation of any business anywhere they are, they behave differently than traditional customers, they know exactly how to express their opinion and be heard, they have high expectations and sometimes their experience doesn't end nicely. Until next time I wish you great selling and marketing in the Millennium. And most importantly don't avoid Bistro Ralph if you are in Healdsburg. It really is very good.