If you advertise online, have a website, or provide a service, you will get negative reviews. People leave them for all sorts of reasons – they’re having a bad day, you were unable to solve their problem, they had a negative interaction with you or a member of your staff… The reasons are as different as the number of people in the world.
Online reviews are incredibly important to potential customers. Almost everyone looks at reviews before making a purchase decision. Careful management of your online reviews is essential to success.
It’s important that you handle such reviews promptly and professionally, which is one of the biggest reasons to keep an eye on ALL comments. A Harvard Business Review study on the effects of replying to reviews found that “by monitoring and responding to reviews, a manager can make sure that when negative reviews come in – as they inevitably will – they can respond constructively and maybe even raise their firm’s rating along the way.” The same study also found that hotels responding to reviews experienced a 12% increase in the number of total reviews left, and got a small increase in their overall ratings. So don’t panic! Handled correctly, negative reviews can actually be helpful, allowing you to provide more information about your business. Here are a few tips for managing them.
What To Do FIRST
Though it may be tempting, NEVER DELETE NEGATIVE REVIEWS! The customer can post another saying that you deleted the first, which only makes it look as though you tried to hide a problem. If the review makes you mad, give yourself time to calm down before you respond. Use this time to pursue your next step – do some research. Don’t complain to other customers, and DON’T write an angry response, no matter how much you might think it’s deserved. Remember – your overall goal is to create happy customers and keep them coming back, which is best done by defusing anger. And reviews are public, as are your responses. An angry response from a business is rarely a good look.
Get The Facts Before You Answer!
While you need to respond as promptly as you can – within 24-48 hours – you’ll save yourself more grief in the long run by gathering information before you answer. Start with the basic facts. Do you have a record of the customer? Do you know them? Were you aware of the incident? Did it occur online, during a visit, or a phone call? If you can’t find any record of them, recognize that you can be wrongly accused for innocent reasons, such as the reviewer getting the name of your business wrong, or the date. It’s safest to assume that something happened, even if you can’t confirm it.
If the reviewer dealt with other staff, talk with them. Did the customer raise the issue then? (Don’t be surprised if it didn’t come up – often a negative review is the first you hear of a problem.) If so, how was it handled?
Organize Those Facts
Now, separate objective information – dates, times, fees, length of a stay, etc. – from subjective information – opinions and ideas. Objective information can often help you quickly solve the problem. Was the customer overcharged? Were they promised wifi access they didn’t have? If they did complain at the time, was there an effort to resolve it?
Next, think about the subjective information, and use it to shape the tone of your response. Could this situation have been handled better? Could you or someone else have missed cues about the customer’s dissatisfaction? What else might have been going on when this problem arose? Use this information to help you come up with an appropriate solution, even if you’d rather not voice the root problem – such as that you were distracted or in a bad mood. Keep in mind that most people don’t care that much about WHY a thing occurred – they just want you to acknowledge it, and fix it if possible.
NOW Write Your Response
Remember, your business is “onstage” when you respond to a negative review – your reaction can either encourage or discourage potential customers. Consider writing a draft response and having someone else read it before you post. Include these steps in your answer:
- Use the customer’s name if they did. Thank them for voicing their concerns.
- Always apologize for their experience. Mention their problem briefly (so they know you’re aware of it) but don’t focus on it.
- Is there a valid explanation for their complaint? Let them know, but don’t invent excuses. Always tell the truth.
- Briefly describe how you’ll try to prevent this problem in the future. (“We’ve altered our procedures to reflect…” or “We’re retraining our staff to…” is usually enough.)
- If a specific answer (e.g., refunding an overcharge) is in order, let them know you’ve done it, and when they should receive it.
- Is the complaint service-oriented, such as an expectation that wasn’t met? If it was reasonable, consider offering a discount or refund that doesn’t exist for other customers, and note the issue in your public information (e.g. “Wifi isn’t available here after 10 p.m.”) so future customers will know what to expect.
- If necessary, invite the customer to contact you another way to provide more information or discuss the matter further.
Can’t find any record of the customer? Say so, politely, and ask if they can provide you with any details (via an email) that will help you identify them. Even if you’re certain they were never a customer, be clear that you’re not accusing them of lying. You simply need more data in order to address their concerns. Remember, they may be making an innocent mistake.
After You Respond
Follow through! If you said that your staff are being retrained, make sure that happens, even if it’s only a quick conversation. Ensure that any refunds have been put in place immediately, and that they go through. If you feel that the problem could have been handled more effectively when it arose, share your thoughts with ALL your staff about how to handle such issues.
Above all, respond positively. With a little time and thought, your positive answers to negative reviews will reflect well on you, and make your customer service shine!
