So how should you handle them?
First and foremost, don't panic. Yes, it's an unfortunate situation. It can really get to you. And you've no doubt got a different version of events. But it's also (almost) unavoidable these days, when we can all hide behind our screens and rant if we've had a bad day.
In short, my recommendation is therefore to reply to the review in a polite, fair and proper way, while still respecting your brand and not being “subservient” in your wording without reason.
The purpose of replying to a bad review
The purpose of handling a negative review can be several things:
1. To look after the customer who apparently hasn't been satisfied with your product/service, ultimately to make the customer feel more positive about the situation and your business. Your second agenda may also be to encourage the customer to either remove the review or change it to be more positive.
AND
2. To reduce the negative impression other potential customers may get when they search for your business and see the review. By replying, you can show that you're a business that's on top of things and cares about good customer service. At the same time, you have the chance to show “your side of the story” to some extent, if it makes sense in the situation.
Here are the 5 rules of thumb I always follow myself:
1. Think before you click
A good rule of thumb is always to “think before you click enter”. A hasty, angry reply can quickly spread across the great world wide web and damage your reputation even further. If a customer is already angry and then gets an angry reply back, you're just pouring petrol on the fire.
So don't react impulsively, but act on a logical, well-thought-out plan before you press “enter”.
2. Be solution-oriented and understanding
Most of the time, your customer needs to vent their anger. If they're then met with kindness and a solution-oriented attitude, there's naturally a greater chance they'll do business with you again. There's nothing to gain from replying uncompromisingly.
3. Remember the difference between expressing regret and apologising
There's a big difference between expressing regret and apologising.
You can express regret for something you haven't done. By expressing regret, you're not taking the blame for what the customer thinks you've done, but you're expressing that you're sorry the customer has had a bad experience.
Conversely, if you apologise, you take responsibility and the blame for the situation. Apologising is therefore, in a way, a far stronger and more emotionally charged “speech act” than expressing regret.
My recommendation is therefore to adapt your speech act to the situation. If there's no doubt that you as a business haven't done anything wrong, you can easily express regret for the customer's experience, but apologising will come across as almost untrustworthy and submissive.
If, on the other hand, you've undeniably done something wrong, expressing regret will seem too empty and evasive, and an apology will be in order.
Want to know more about what else we advise on at Amplify? Then take a look at our about us page here.
4. Adapt to the customer's needs
Although a template can always point you in the right direction, I'd always recommend adapting your reply in level of detail, length and language style to the customer's message.
If a customer has written a very long, explanatory review, they most likely won't feel heard if you reply with two sentences.
Conversely, if the customer has written a short review, it can seem over the top if you come back with a long account.
The same goes for your language style. If the customer writes informally and casually, adapt your style accordingly. You create an unnecessary distance between you and the customer by writing impersonally and very formally.
For the same reason, it's also smart to sign off with your own name followed by the company's, and not just “Kind regards, company name”.
5. Reply within 48 hours
It's important to make your customer feel seen, heard and listened to. Being “timely” is one of the most important markers of being polite online today. That's why it's a good idea not to keep the customer waiting long for a reply.
Needless to say, your replies must of course always comply with Google's content policy.
Not sure exactly how to reply to a Google review in practice?
If you want to reply via your computer, just log in to your Google My Business profile at www.google.com/business → Click the three horizontal lines in the top left corner → Choose your business → Click reviews and then “reply”
On mobile, you can open your Google My Business app and do exactly the same!
Google My Business is also used to display your online business card.
Do you have questions or comments?
Then send me an email at info@amplify.dk
You can also get hold of one of my colleagues via our contact page.
Wishing you lots of good review karma!
Get help with your SEO strategy
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