Friday, 29 March 2013

How to deal with bad reviews

A common concern about utilising reviews as part of a social marketing strategy is the prospect of receiving poor feedback. Could reviews do more harm that good for your business?

Reasons not to worry

  1. By seeking feedback, you are showing that you care about customer service.
  2. All businesses have problems from time to time, customers accept that.
  3. Your customers are less likely to trust reviews if none of them ever criticise you.
  4. Dealing with criticisms gives you an opportunity to demonstrate your professionalism and openness.

Top tips on responding to reviews

  1. Be calm, professional and understanding. Reviewers can get emotional and angry, never reply in the same way, and don't be defensive.
  2. Briefly explain the situation (if you can), to provide a more balanced view.
  3. Accept some responsibility wherever possible and apologise or sympathise with the reviewer, even if they seem unreasonable. 
  4. If you improve anything due to the feedback (e.g. clarifying a product description) be sure to say so.
  5. State any unusual circumstances, e.g. a faulty batch of stock.
  6. Keep your reply fairly short, otherwise no-one will read it.
Bad feedback is better than no feedback at all. If no-one tells you where you are going wrong, how can you improve. Responding thoughtfully to a bad review can put you in a good light and actually encourage people to do business with you.

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