Online Reviews: Everyone’s a Critic

As businesses, it is easy to respond to positive reviews with a welcome thank you and we look forward to working with you again soon, but what do you do when everyone’s a critic and not clearly not your fan? A company’s response to negative criticism has the power to make or break customer relationships, not only with the direct party, but with anyone reading the reviews. In today’s business world the court of public opinion is more visible than ever. Having a measured response process is critical. 

The worst happened; you received a bad review. Now what?

The most vital step to handling a negative review is to take a deep breath and remember that your response will be public. It is easier to refrain from responding negatively if you remind yourself that the internet is a “virtual stadium”; only respond with statements you would want to read to a stadium filled with potential clients. 

10 Action Steps to an Appropriate Response:

1. Focus on the facts. What facts did the patron provide? Listing all clear details and asking any further questions helps you begin the process of understanding what happened.

2. Focus on what you can control – your tone. Remember you are replying to anyone who can read the review, not just the person who initially commented.

3. Focus on understanding. Acknowledge the customers dissatisfaction, imagine things from the user experience, and address their comments directly.

4. Respond timely. Addressing negative comments quickly reassures the customer you value their experience.

5. Recognize the client’s feelings on the matter, often they simply want to be “heard”.

6. Accept accountability. Mistakes happen, acknowledgement goes a long way.

7. Focus on a solution. Often, this is your last chance to retain a customer.

8. Make an offer. Can you entice them to try your product or service again?

9. Follow Through. Offers are only good if you honor them.

10. Follow back up with the customer. Initially responding to a negative review is great, but taking time to follow back up with an email lets the customer know you are invested in their satisfaction. 

While receiving negative feedback is unpleasant, it is a critical insight into the health of your customer relationship, and if handled correctly has the potential to help you retain customers, and potentially earn new ones.