How do you handle negative online reviews?
82%check a company's online reviews before deciding to buy a product from it or do business with it in some other way…
78%have less trust in a company if it receives negative online reviews …
70%choose not to purchase a service from a company that has negative reviews online.
Source:SafeonNet(figures from a survey by YouGov and SAFEonNet)
So 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 deal with them?
First and foremost—don’t panic. Yes, it’s an annoying situation. It can really get under your skin. And I’m sure you have a different version of the story, too. But at the same time, it’s (almost) inevitable in this day and age—when we can all hide behind our screens and vent our frustration if we’ve had a bad day.
In short, my recommendation is therefore to respond to the review in a polite, fair, and proper manner—but still to respect your brand and not be “submissive” in your wording for no reason.
The Purpose of Responding to a Negative Review
There are several reasons for addressing a negative review:
1. To look out for a customer who appears to have been dissatisfied with your product or service, with the ultimate goal of helping the customer feel more positively about the situation and your business. Another goal might be to persuade the customer to either remove the review or change it to be more positive.
AND
2. To mitigate the negative impression other potential customers might form when they search for your business and see the review.By responding, you can demonstrate that you’re a business that’s on top of things and committed to good customer service. At the same time, you have the opportunity to present “your side of the story” to a certain extent, if that makes sense in the given situation.
Here are the 5 rules of thumb that I always follow myself:
1. Think before you click
A good rule of thumb is always to “think before you click enter.” A snarky reply made in the heat of the moment can quickly spread across the vast World Wide Web—and damage your reputation even further. If a customer is already upset and then receives a snarky reply, you’re just adding fuel to the fire.
So—don’t react impulsively—but act according to a logical, well-thought-out plan before you press “enter.”
2. Be Solution-Oriented and Understanding
More often than not, your customer needs to vent their anger. If they’re then met with kindness and a solution-oriented attitude, there’s naturally a better chance they’ll do business with you again. There’s no benefit in responding in an uncompromising manner.
3. Remember the difference between expressing regret and apologizing
There is a big difference between expressing regret 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 accept responsibility and blame for the situation. Apologizing is therefore, in a way, a much stronger and more emotionally charged “speech act” than expressing regret.
My recommendation, therefore, is to tailor your response to the situation. If there is no doubt that your company has done nothing wrong—you can certainly express regret about the customer’s experience—but apologizing would come across as almost untrustworthy and submissive.
If, on the other hand, you have undeniably done something wrong, simply expressing regret will seem too hollow and evasive—and an apology will be in order.
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4. Tailor to the customer's needs
Although an outline can always help guide you, I would always recommend that you tailor your response—in terms of level of detail, length, and writing style—to the client’s message.
If a customer has written a very long, detailed review, they will most likely not feel heard if you respond to the review with just two sentences.
Conversely, if the customer has written a short review, it may come across as condescending if you respond with a long response.
The same applies to your writing style. If the customer writes in an informal and relaxed manner, adjust your writing style accordingly. You create an unnecessary distance between yourself and the customer by writing in an impersonal and overly formal manner.
For the same reason, it’s also a good idea to sign off with your name first, followed by the company name, rather than just “Sincerely, Company Name.”
5. Respond within 48 hours
It’s important to make your customer feel seen, heard, and listened to. Being “timely” is one of the most important indicators of online courtesy today. That’s why it’s a good idea not to keep the customer waiting too long for a response.
Needless to say, your answers must, of course, always comply withGoogle's content policy.
Are you unsure about the practical steps involved in responding to a Google review?
If you want to respond from your computer, simply log in to your Google My Business profile atwww.google.com/business→ Click the three horizontal lines in the upper-left corner → Select your business → Click “Reviews” and then “Reply”
On your phone, you can open the Google My Business app and do exactly the same thing!
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 through ourcontact page.
Great review karma to you!
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