Turning Bad Feedback into Business Gold: How to Respond to Negative Online Reviews

We've previously mentioned the importance of online reviews to a business's reputation, but what if the review is negative?

As a business owner, negative online reviews can feel like a personal attack. However, it's important to realise that these reviews offer valuable opportunities for growth and improvement. By understanding how to respond effectively, you can turn bad feedback into a positive force for your business.

The Benefits of Negative Feedback

• Identifying Weaknesses: Negative reviews can highlight areas where your business is falling short. By addressing these issues, you can improve customer satisfaction and loyalty.
• Building Trust: Responding to negative reviews in a professional and empathetic manner demonstrates your commitment to customer satisfaction. This can build trust with potential customers who may be hesitant to do business with you.
• Improving Your Marketing: Negative reviews can provide insights into your marketing efforts. For example, if multiple customers complain about a lack of information or out-of-date info on your website, you can prioritise improving your online content.
• TIP: It's a good idea to periodically review the information on your website to avoid any miscommunication - we can help with web design.

Responding to negative online reviews

The golden rule is to sleep on it - never rush in with an emotive or sarcastic response. When composing your response, bear in mind that, among consumers that read reviews, 97% read businesses' responses to reviews.

1. Acknowledge and Apologise: Thank the reviewer for their feedback (after all, you want to know about problems), apologise for any inconvenience or frustration.
2. Take Responsibility: Avoid making excuses or blaming the customer. Take responsibility for the issue and offer a solution.
3. Offer a Solution: Propose a solution to the customer's problem, whether it's a refund, replacement, or discount.
4. Address the Concern Publicly: Respond to the review publicly, but avoid getting into a heated debate. Focus on providing a positive resolution and demonstrating your commitment to customer satisfaction.
5. Follow Up Privately: Reach out to the customer privately to offer additional assistance or gather more information about their experience.

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Example One: A Bed and Breakfast

If a guest leaves a negative review about a noisy room, the bed and breakfast owner could respond by acknowledging the inconvenience, apologising for the disturbance, and offering to upgrade the guest to a quieter room on their next visit. Additionally, the owner could investigate the noise issue and take steps to address it for future guests.

Example Two: A Farm Shop

A customer leaves a negative review about the farm shop, stating that their produce was not fresh. The farm shop owner could respond by acknowledging the customer's disappointment and apologising for the poor quality. They could explain that they take pride in the freshness of their produce and offer to replace the items or provide a refund. Additionally, the owner could investigate the issue to determine the cause and implement measures to prevent it from happening again, such as reviewing their sourcing practices or improving their inventory management.

By responding in a timely and empathetic manner, business owners can demonstrate their commitment to customer satisfaction and potentially salvage the customer's relationship with the business.

But what if it's wrong?

It would be naïve to suggest that all negative feedback is reasonable or even legitimate. If the review is inaccurate (e.g. the reviewer has mistaken your company or another) or in some way breaches the rules of the review platform (e.g. it is malicious), then you will be able to ask to have it removed.

Conclusion

Negative online reviews can be a challenging experience, but by responding effectively, you can turn them into opportunities for growth. Remember to acknowledge the customer's complaint, take responsibility, offer a solution, and address the concern publicly. By following these steps, you can build trust, improve customer satisfaction, and strengthen your business.

Anna

P.S.  Remember, you don't have to be clients of Scene & Herd to access our marketing expertise - book a Growth Hour slot today - tinyurl.com/GrowthHour.  I very much look forward to chatting and to helping you with your PR and Marketing queries. Once you sign up, you will be sent a Zoom invitation. Don't forget a notebook and pen and bring an open mind!

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