Consumers today have access to a world of information at their fingertips and often use reviews as a “trust barometer” before making a purchase decision. A bad review could be the difference between a consumer choosing another business over yours. Responding to reviews, both positive and negative, on your Google, Facebook or Trip Advisor accounts can send the right message to your target clients and even increase your customer base. Always remember to ensure that your response is always polite and professional regardless of the content of the customers review and if you can add value by highlighting other aspects of your business then you can turn the review into a great PR opportunity.
Responding to negative reviews
A negative review can hurt and its totally natural to feel upset. Your business is important to you. However, retaliating or responding with a negative comment is not the way to handle this situation. Responding in a timely manner and having a formula in mind when answering negative reviews will give you the right tools to move forward. The suggestion below can be used across the board but ensure your addressing the customers individual situation.
- Address them personally – Dear Adam not Dear Guest.
- Thank the customer for their feedback.
- Let them know you’re sorry it happened – “We apologise that our service didn’t match your expectations”
- Give them the details of who they can make further comments to. Attempt to take the issue offline and into the real world.
- Let them know you’d like the chance to make things right.
Figure 1: http://www.reviewtrackers.com/guides/examples-responding-reviews
Responding to Rating-Only Reviews (No Text)
Sometimes customers will click a star rating and not leave any comments. This is tricky to respond to but keep it brief. Simply provide your contact details and ask the reviewer to contact you privately to elaborate on their review.
Responding Quickly
Customers expect a swift response when they write a review. Assigning the duty of responding to one person and setting up alerts on each site ensures your reviews are handled quickly.
Responding to Positive Reviews
A positive review is an opportunity to showcase your business and inspire loyalty from your customer base. Great reviews are a powerful tool for attracting new customers. Crafting your timely response to a positive review is just as important as that of the negative review.
- Address them personally.
- Thank the customer for their feedback.
- Identify the specific things your customer liked and mention them in the response. “Others have commented on the amazing views from our rooftop restaurant.”
- Let them know you’ll pass on the feedback to those people mentioned. “I’ll let Mike know you loved his Chicken Parmigiana.”
- Tell them you’d love to see them again.
Responding to Reviews with Mixed Feedback
Many reviews contain constructive criticism and that is certainly not a bad thing. Neutral reviews should be handled by following the steps listed for both positive and negative reviews. Remember to reinforce the positive points and address any negative issues that have arisen.
Remember that online reviews can have a very real and measurable impact on your business growth. Responding to reviews, positive, negative or neutral, will ensure your putting the right image forward to the public. Your business and your reputation are important. You can improve the publics perception of your brand and shape your businesses future simply by responding to reviews in a timely manner and with the right formula.