Textbook Problem

Direct Response: Chesapeake Sail & Canvas Receives a Poor Customer Rating on Yelp.

Yelp, the social network for consumer reviews and local searches, logs approximately 89 million monthly unique visitors and has listed 121 million reviews at this time.26 Many users rely on what they hope to be real reviews by real people, as the company claims. They wish to make more informed buying decisions based on Yelp reviews. Barry Gregg, owner of Chesapeake Sail & Canvas in Annapolis, Maryland, watches his Yelp reviews. Currently, he has six reviews, all five stars. Imagine his surprise when he recently received only one star from Angela K.

Chesapeake Sail & Canvas does good work, but it seems to have become a casualty of its own success. The company is unresponsive when you call and e-mail. I will take my business elsewhere because after 3 weeks, still haven't heard about that estimate for my marine canvas. I had left a voice mail message and sent an e-mail. No response. / called again and was received as if my request were outlandish when I expressed the hope of getting a quote that same week. Since then, silence. Not cool. And I am a repeat customer.... People, fortunately there are other businesses out there!

The writer says she is a returning customer. Barry sighs because he is really shorthanded. His administrative assistant has been sick a lot lately, and inquiries have gone unanswered; communication has been poor. Business is booming, and he does not have enough qualified installers; as a result, weeks elapse before his small crew gets around to completing a job. Barry searches his files and finds Angela's job completed four years ago. Harbor had made custom cockpit cushions, a dodger, a sail cover, and smaller canvas items for Angela's 30-foot Catalina sailboat, a $5,000 job.

YOUR TASK. Consider Barry's options. Should he respond to the one negative review? What could be the consequences of ignoring it? If you believe that Barry should respond, discuss first how. He has the disgruntled customer's e-mail, phone number, and street address. He could post a reply on Yelp to provide a commentary to the bad review. If your instructor directs, plan a strategy for Barry and respond to the customer in the way you believe is best for Barry and his business.