How do you deal with bad reviews online?
82% check a company's online reputation before choosing to buy a product from them or otherwise engage with them...
78% have less trust in a company if it has negative online publicity...
70% choose not to buy a service from a company with a bad online reputation.
Source: SafeonNet (figures from a survey by YouGov and SAFEonNet)
It's pretty safe to say that negative reviews on Google, Facebook or elsewhere can scare your potential customers away - all the way to your competitors.
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So how should you handle them?
First and foremost - don't panic. Yes, it's an annoying situation. It can really get to you. And you probably have a different version of the story. But it's also (almost) inevitable in this day and age - where we can all hide behind our screens and lash out if we've had a bad day.
My recommendation, in short, is to respond to the review in a nice, fair, proper way - but still respect your brand and not be "submissive" in your wording for no reason.
The purpose of responding to a bad review
The purpose of handling a negative review can be several things:
1. to protect the customer who has apparently not been satisfied with your product/service, to ultimately make them feel more positive about the situation and your company. Your second agenda can also be to influence the customer to either remove the review or change it to be more positive.
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2. To reduce the negative perception other potential customers may have when they search for your business and see the review. By responding, you can show that you are a company that has an overview and cares about good customer service. You also have the opportunity to show "your side of the story" to a certain extent, if it makes sense in the current situation.
Here are the 5 rules of thumb I always follow myself:
1. Think before you click
A good rule of thumb is to always "think before you click enter". A momentary angry response can quickly spread around the world wide web - and damage your reputation even more. If a customer is already angry and then gets an angry response back, you're only adding fuel to the fire.
So don't react impulsively, but act according to a logically thought-out plan before you press "enter".
2. Be solution-oriented and understanding
More often than not, your customer needs to get rid of anger. If they are met with kindness and a solution-oriented attitude, they are naturally more likely to do business with you again. There is no benefit in answering back uncompromisingly.
3. Remember the difference between apologizing and apologizing
There is a big difference between apologizing and apologizing.
You can apologize for something you didn't do. By apologizing, you're not taking the blame for what the customer thinks you did - but you're expressing that you're sorry the customer had a bad experience.
Conversely, if you apologize, you take responsibility and blame for the situation. Apologizing is therefore, in a way, a much stronger and more emotional "speech act" than apologizing.
My recommendation is therefore to adapt your speech act to the situation. If there is no doubt that you as a company have done nothing wrong - you can apologize for the customer's experience - but apologizing will seem almost untrustworthy and submissive.
If you've done something undeniably wrong, apologizing 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. Customize according to customer needs
While a draft can always guide you, I would always recommend that you customize your response in terms of detail, length and language style according to the customer's message.
If a customer has written a very long, explanatory review - they will most likely not feel heard if you answer the review in two sentences.
Conversely, if the customer has written a short review, it may seem overwhelming if you come back with a long story.
The same goes for your language style. If the customer is informal and relaxed, adapt your language 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 reply with your name and then the company name and not just "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 make your customer wait a long time for a response.
Needless to say, your answers must always comply with Google's content policy.
Are you unsure how to answer a Google review in practical terms?
To reply via your computer, simply log in to your Google My Business profile at www.google.com/business → Click on the three horizontal lines in the top left corner → Select your company → Click on 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 any questions or comments?
Then send me an email at info@amplify.dk
You can also reach one of my colleagues via our contact page.
Great review karma for you!
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