Customer compalians on public social networks, blogs forums or brands pages can be devastating for brands. Richard Harrison, UK Managing Director of Reputation.com offers four key tips on managing negative reviews online.
A negative online review has the scope not only to reach the friends of the reviewer, but also thousands in their online network. It’s a disaster, right?
Well, not necessarily. Addressed correctly and quickly, a negative can be turned into a positive. Often a person writes a review just to be heard and to feel like they matter. In many cases, responding quickly and taking positive action to put the problem right is enough to show you’re listening, and that you care about your customers’ opinions.
Reviews do matter. According to Harvard Business Review, each ratings star added on a restaurant review can affect revenue by up to nine percent. Another study by Cone also found that four out of five consumers changed their minds about a purchase based on a negative online review.
But it’s not responding to or dealing with negative comments that can make or break a business. If you manage them well, you can actually enhance the reputation of your business – particularly because potential customers are evaluating you, at least in part, by the quality and speed of your response. All reviews, good or bad, give insight to how your business is doing so use them to identify what’s working well – and what needs improvement.
Above all, you need to take action to manage your reviews, counteract negativity and make changes to improve customer experience. Here are four tips to doing that successfully:
1. Claim your page
People are talking about your business online, whether or not you choose to get involved. Make sure your potential customers have the right information about you, and know what you offer. You’d be surprised how many businesses have profile entries on review websites, but haven’t taken the time to do simple things like add their address and hours of operation or simply put up a picture.
Give people all the information they need to choose you over a competitor. Put your phone number on your profile, add descriptions of your product or service, and tell the story of how the business was set up. Think of it as an extension of your website; it’s a great way to communicate what sets you apart and encourage people to pay you a visit.
2. Respond
If someone’s taken the time to write about you, you should acknowledge that reviewer. If it’s a positive review, thank them. Try to resist the urge to use the opportunity to upsell or plug other products. It’s likely to annoy them – and you’ll look a bit desperate. Stay brief and to the point.
If it’s negative, stay courteous and professional. Apologize for not meeting their expectations and offer a general email or phone to connect – or, if you know who the poster is, indicate you’ll reach out directly and then do so. It’s always best to try to resolve a difficult situation offline – instead of getting into a protracted back-and-forth on the highly visible review site. In some situations, it may be readily apparent you were at fault; in that case, tell them what you’re doing to put the problem right. Everyone likes to know that there’s a real person behind a business, not some faceless company. Taking the time to really hear customers builds appreciation and rapport.
3. Take action
Every business owner knows that listening to customers is important, but listening alone isn’t enough. Customers expect you to respond, and take action. If they’re telling you something is good, do more of it (and tell them it’s being done). If something is wrong, fix it. And if they’re upset, but reasonable, do your best to calm the situation with a peace offering – a free product, a meal on the house, a generous discount. It’s important to note that you will very occasionally come across a reviewer who may seem totally beyond all reason, incensed and unlikely to be placated – in that rare instance, it may be better not to engage at all.
There will certainly be times when you don’t agree with a customer’s review, but giving the impression that their comments have fallen on deaf ears will only lose you favour.
4. Take advantage of positive reviews
Positive reviews are marketing gold dust. If someone has decided to sing the praises of your business, especially without prompting, share the good news. Include links to reviews on your website, add quotes to your sales materials, write it up on boards in your premises. Customers are always looking for proof points to reassure them about a business they’ve never tried before. Endorsement from like-minded customers will help build trust in your business.
Online reviews are one of the most effective word-of-mouth marketing and reputation-building tools for businesses. They have the potential to boost sales and to help you identify areas for improvement. Ignore them at your peril. Embrace even the negative reviews and grab the opportunity to engage with your customers.
By Richard Harrison
UK Managing Director
Reputation.com
www.reputation.com