Locksmith is Suing Google - But is it His Poor Customer Service That's the Problem?

Google, Yellowbook and Ziplocal, well known websites dedicated to providing local listings to consumers, are under attack by Mark Baldino, owner of Baldino’s Lock and Key Service in Virginia. Baldino is claiming that these sites knowingly put up false locksmith ads above his own in order to make business owners pay more for advertising to be above these “fake” listings. The locksmith is suing Google under the pretense of racketeering, i.e. creating a condition to profiteer from refusing to remove fraudulent locksmith listings. Baldino states that he has lost a third of his customers over the last six years — an $8.4 million decrease in revenue — due in part to Google, Yellowbook and Ziplocal’s refusal to remove the listings that often appear higher in search results than his own. But what does that say for Baldino? A locksmith company making $8.4 million dollars in six years – that, to me, sounds like more of a scam rather than Google, Yellowbook and Ziplocal trying to drive revenue up by placing fake ads. Not only would these companies not benefit from falsely advertising to consumers, it would likely damage their reputation in the online community – something I can guarantee they do not want to happen.

So is he taking his criticism of these businesses too far? Baldino’s Lock and Key Servicehas 17 locations in D.C., VA, and MD. When you Google a locksmith in any of the cities they serve, Baldino’s is always on the maps – sometimes the only locksmith company on the map. So where exactly are these “fake” listings he is claiming that have stolen $8.4 million dollars from him? Many locksmith companies are mobile – meaning they come to your location to serve you. Most people who need a locksmith have usually locked themselves out of their car, home or business and require immediate attention that going to an actual store could not provide. Having a physical store is not required to be on Google Maps – only a mailing address to ensure that it is in fact not a fake address just designed to place above organic search results. There are many professions and services that may not have a home base – plumbers, electricians, cable repair companies, and roofing companies to name a few. These companies are designed to service customers at their location, not at the companies. Baldino’s lawsuit is borne purely of selfish and unreasonable motives – he wants to monopolize the locksmith industry on the east coast and not allow other companies that may not have the money to have 17 store locations be able to post their services on Google Maps and other local map resources.

With an average rating of 2.5 out of 5 stars on Yelp, and consumer comments ranging from “rude, incompetent, poor customer service, poor communication with wholesaler, poor quality control.” to “being repeatedly talked down to as a customer prompted me to record the attitude problem that exists at this establishment.  The manager (Chris) was surly, arrogant, and lacked any customer service skills”, it may not be Google’s fault after all that he has lost so much business in the last 6 years. The complaints on Yelp outweigh the positive reviews by 50% – 6 good reviews vs. 12 bad ones. And this is only for one of their locations – I’m sure a more detailed look into this would find their other locations just as lacking in the customer service department. One loyal customer from McLean, VA, had been using Baldino’s service for almost 10 years when she decided to write a review on Yelp stating “I suppose they have enough business not to need to politely serve long time loyal customers so I will be taking my business elsewhere. “

With terrible customer service and outrageous prices, Mark Baldino may want to retract his lawsuit and rethink his customer service approach.

http://locallocksmithportlandoregon.com/locksmith-is-suing-google/