5 Tips on How to Handle Negative Ratings and Reviews
Positive online reviews are important for companies — reviews are a form of word of mouth that we all know is probably the most effective form of marketing. Consumers read an average of 7 online reviews before they meet a company they trust. Products and services with positive reviews generally sell twice as much as those without. This also means that negative reviews can have a negative effect on your sales as well as your reputation as a brand.
But what exactly can you do about these potentially damaging reviews? How can you do it right and counter the effects of negative reviews?
Reacting to negative reviews: What do you need to consider?
1. It all depends on your attitude!
Negative feedback is not always rationally comprehensible. Just think about it: When did you last complain? Perhaps your day had already started badly. Negative evaluations often have a history and are not always comprehensible to those who receive them.
This is where your attitude comes into play. Be there for your customers — for satisfied customers, but also for unsatisfied customers. Don’t let the negative mood spill over onto you and especially not onto your answer. You are and remain professional and always have a solution at hand.
Remember, critics want your attention. They want to be heard and understood. Appreciate the valuable time your customer has invested in commenting on you. Thank them for their feedback — even if their lines were negative.
2. Determine whether an answer is justified
Not all negative evaluations deserve an answer. Sometimes such reviews come from spinners or chronic naggers who do not represent the legitimate concerns of dissatisfied customers. If a negative review is an irrational grumble or is described in detail by an anonymous user, then it is unlikely that a carefully crafted, apologetic response to initiate the healing process will influence the reviewer.
3. React quickly and personally
This is the age of spontaneous communication, which also includes interaction with brands. Rapid action is therefore required to avert the effects of potentially damaging ratings. A quick response shows that you really care about customer satisfaction.
In addition, your response should be tailored to the individual reviewer and not simply a general, impersonal apology. You must take the time to read carefully and respond deliberately to negative reviews. When companies respond appropriately and personally to negative reviews, customers are more than willing to overlook negative reviews.
4. Be tactful and sensitive
Another effective tactic is to react tactfully and sensitively. Although customers may not always be right about what they say in reviews, you can’t bluntly tell them they’re wrong. When responding to negative reviews, you and your brand need to strive for an empathetic tone. By tactfully acknowledging the legitimacy of the customer’s concern, you create a sense in the customer that you are truly empathetic and want to make things right. Because even if the problem is not your fault, you can try to make amends, which often turns an angry customer back into a happy one.
5. Ask for a second chance
One of the most important things in dealing with negative reviews is to ask customers how they can improve their experience in the future. Negative feedback is valuable if you can learn from it.
Then, to correct a customer’s negative experience, build trust and encourage repeat purchases, simply ask for another chance. You can do this by offering a coupon, voucher or even a replacement product. Although free may not always be your automatic response, it can be a long way to ensure customer satisfaction and loyalty.
This is what negative reviews really do to your image
Always remember, your potential customers are interested in your response. Therefore always comment personally and solution-oriented. Negative evaluations are not always necessarily bad, as they can always hint you at what you could improve in your business, so they are a great reference for improvement.
Negative ratings help you to sharpen your profile. Potential customers want to know how you deal with criticism — so your image is in your hands.
