As more and more consumers rely on the opinions of others to make informed choices, businesses are relying on reviews as a key driver in their marketing campaign. Reviews can be beneficial to your company as they let you know what you are doing right and address the areas of weakness.
With 74 percent of consumers saying that positive reviews make them trust a business more, receiving positive reviews on online sites like Yelp, Tripadvisor and your own website is crucial, especially when it comes to business acquisition.
60 percent of consumers say that negative reviews make them question the quality of a business. A negative review is an inevitable part of business but how you handle it will have a big impact on the consumer and your future potential customers.
Do not take it personally
Most business owners will feel upset or angry when they read a negative review. While it is important address the problem, take it as a learning curve and not as a personal attack. Successful people learn from negative reviews and move on.
Respond promptly
This shows that the customer’s opinion matters to you and your business. It also gives you a chance to address the problem before it is read by a number of people. A quick response will show great customer service and if the review was unjustified, it gives you a chance to explain the situation.
The customer is always right - sometimes
A little controlled passive aggression will not do harm if called for and handled correctly. You often see companies with hundreds of 5 star ratings being awarded 1 for by a dissatisfied customer, and at times unjustly. Unfortunately, most businesses will be victim of an unfair review. In a consumer, public forum, the customer is always right but it doesn’t do harm to allude that they may not be. A customer reading reviews will know the difference between reoccurring negative issues and a one-off customer rant. A good way to deal with this kind of review is to say:
“I am sorry that you feel you had a bad experience with us. We pride ourselves on our customer service so it was unfortunate in this instance, something went wrong.”
Rectify when in the wrong
Sometimes an apology is not enough. Fully investigate the matter and see things from the customer’s point of view. If you agree that the customer was treated in a way that goes against your company policies, go out of your way to make the situation right. Personally contact the customer and come to an agreement that is right by both parties.
Share the reviews with your employers
Speak to your employers before you respond to get a full understanding of the event and take action where needed. It is also important to share positive reviews with your staff to boost morale and reinforce good behaviours.
Take the issues offline
It is important to reply to the complaint on the public review but continue the discussion privately. Respond with:
“I am sorry that you did not receive the service that we strive to deliver. I have privately messaged you to discuss the matter further.”
This show a prospective customer that you care about complaint resolution and it also avoids the public debate.
Ask for vilified reviews to be removed
Unfortunately, with our reviewing culture comes self-entitlement. Vilified and malicious reviews are often posted by angry consumers who did not get the answer or results that they wanted and not as a direct result of the company’s service or product. You can’t be great for everyone, but this doesn’t help your online reputation. Contact the review company and explain the situation. I can assure you it happens often.
The best way to overcome negative reviews is to supersede them