So how should you handle them?
First and foremost: don't panic. Yes, it's a frustrating situation, and it can really get to you. You've no doubt got your own version of events, too. At the same time, it's (almost) unavoidable these days. We can all hide behind our screens and lash out when we've had a bad day.
So our recommendation is short: reply to the review in a polite, fair and proper way. At the same time, respect your brand, and don't be "subservient" in your wording without good reason.
The purpose of replying to a bad review
When you reply to a negative review, you can have several purposes:
1. You want to look after the customer who apparently wasn't satisfied with your product or service. The goal is for the customer to end up with a more positive view of the situation and of your business. You may also have another agenda: getting the customer to remove the review or change it to something more positive.
AND
2. You want to reduce the negative impression other potential customers get when they search for your business and see the review. Your reply shows that you're on top of things and care about good customer service. At the same time, you can show “your side of the story” to some extent, if it makes sense in the situation at hand.
Here are the 5 rules of thumb we always follow ourselves:
1. Think before you click
A good rule of thumb is always to "think before you click enter". A grumpy reply written in the heat of the moment can quickly spread across the great big world wide web and damage your reputation even more. If the customer is already angry and gets an angry reply back, you're just pouring petrol on the fire.
So never react on impulse. Make a well-thought-out plan, and follow it before you hit "enter".
2. Be solution-oriented and understanding
More often than not, your customer needs to vent their anger. If you meet the customer with friendliness and a willingness to find a solution, there's naturally a greater chance they'll do business with you again. You gain nothing by replying uncompromisingly in return.
3. Remember the difference between expressing regret and apologising
Expressing regret and apologising are two very different things.
You can express regret for something you haven't done. When you express regret, you're not taking the blame for what the customer thinks you've done. You're saying you're sorry the customer has had a bad experience.
When you apologise, you take responsibility and blame for the situation. In a way, an apology is therefore a far weightier and more emotionally charged “speech act” than expressing regret.
So our recommendation is 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 about the customer's experience. Here, an apology would come across as almost insincere and submissive.
If, on the other hand, you've undeniably done something wrong, expressing regret will seem too empty and evasive. Then an apology is 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
A template can always point you in the right direction. Even so, we recommend always tailoring your reply to the customer's message in level of detail, length and tone.
If the customer has written a 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, a long account in return can seem over the top.
The same goes for your tone. If the customer writes informally and casually, adapt your style accordingly. An impersonal, very formal reply creates unnecessary distance between you and the customer.
For the same reason, it's smart to sign off with your own name followed by the company's. Don't just write “Kind regards, company name”.
5. Reply within 48 hours
Your customer needs to feel seen, heard and listened to. Replying in good time is one of the clearest signs of politeness online today. So don't keep the customer waiting long for a reply.
Needless to say, your replies must always comply with Google's content policy.
Not sure exactly how to reply to a Google review in practice?
Log in with the Google account that owns your Google Business Profile. Search for your business on Google or in Google Maps. Select the reviews, and write your reply under the review you want to respond to.
On mobile, you do the same in Google Maps or the Google app.
The profile is also your online business card on Google.
Got questions or comments?
Send us an email at info@amplify.dk
You can also catch one of us via our contact page.
Wishing you plenty of good review karma!
Get help with your SEO strategy
Well begun is half done. Badly begun is… well, not good. If you don't have the resources to put together a well-thought-out SEO strategy, you're always welcome to drop us an email at seo@amplify.dk. You can also catch the rest of the team at info@amplify.dk.