Online reviews are an important tool for your business’ growth. Not only do they help customers get to know your products or services; reviews also build your business’ reputation through word-of-mouth, and facilitate engagement between you and your customers.
In a world where 95% of consumers’ purchasing decisions are influenced by reviews, it’s imperative you stay on top of the online conversation around your business. While positive reviews can help attract new customers, negative reviews can also drive them away. In fact, four out of five customers have changed their minds about a purchase because of a negative review.
So what do you do when you come across a negative review? The answer is simple: respond.
Make sure you’re set up to respond
In order to respond to any online review about your business, you need to get business owner access on popular directories such as Nextdoor, Yelp, and Google. If your business doesn't currently have a presence on these sites, go through each site’s registration process. For example, on Nextdoor you’ll need to claim your free Business Page. Once your account is set up, you’ll be able to respond to reviews.
While replying back to a positive review is much simpler, it’s important to respond to the negative comments as well. Doing so can turn a bad experience into a positive one, and help boost your business’ credibility.
The next time you find yourself in this position, keep these five tips in mind.
1. Respond in a timely manner
Timing is key when it comes to negative reviews. When customers leave you feedback, make sure to respond in a timely manner. According to a recent survey, 53% of consumers expect businesses to respond to a negative review within a week. This is why it’s imperative to be proactive and regularly check in on new reviews as they come in. Doing so may require some extra effort but it makes a difference. In fact, 45% of consumers are more likely to visit a business if they receive a response to their negative review.
2. Acknowledge the concern
When a customer leaves a negative review, it’s important to make them feel validated. In your response, acknowledge your customer’s concern and avoid coming from a place of defense. Instead, be neutral in tone, as if you were someone who wanted to be collaborative and work together to solve a problem. Use phrases such as “We appreciate your feedback” or “Your concerns are important to us and we want to make things right.” This also means taking responsibility when your business is in the wrong. The key is to make sure your customer is heard.
3. Be concise
In the same way reviews are short (the average review is just over 200 characters in length), your response should also be concise. A negative review can feel like an attack. But the last thing you as a business owner would want to do is ramble on. Doing so can come across as defensive. Instead, take the "less is more" approach and ensure you are being direct and concise. The worst way to respond to a negative review is by fueling it with more negativity.
4. Reaffirm your business’ values
Addressing a negative review is also an opportunity to reaffirm your business’ values and acknowledge that this bad experience is an exception, not the standard. Briefly let the reviewer and other reader’s know how you value customer service and that customer input is something you take seriously. As noted above, be concise in doing so. Consider using a sentence like the one below.
“At [your business name] we prioritize our customer experience which is why we want to make things right.”
5. Provide clear next steps
In your response to negative reviews, be sure to provide clear next steps. Let the reviewer know you’ll be looking into the issue and will be following up. At this point, you may want to move the conversation to a direct message so you can work towards a solution.
You may also want to consider offering a discount or replacement as a way to get this customer to return to your business. If handled correctly, they may be more open to giving your business a second chance.
The upside to negative reviews
Getting negative feedback is tough, but when handled properly, responding to negative reviews is an opportunity for your business to grow. When you reply, it shows both potential and existing customers that you prioritize your customer’s experience.
Remember to:
● Respond in a timely manner.
● Acknowledge the concern.
● Be concise.
● Reaffirm your business’ values.
● Provide clear next steps.
Responding to negative reviews helps foster customer trust, boosts your business’ credibility, and builds your reputation as a business that puts customers (and their concerns) first. The next time you come across a negative review, keep these tips in mind.
