HOW TO RESPOND TO ONLINE REVIEWS
You own a small business. You understand the importance of a web presence. You also understand that a good reputation is vital. But, do you realize that it’s CRUCIAL TO RESPOND TO ONLINE REVIEWS – BOTH POSITIVE REVIEWS AND NEGATIVE REVIEWS?
I remember when I first started receiving online reviews for my business. I, of course, loved the positive reviews. It is so nice that customers take the time to express their appreciation for the service they receive. Wouldn’t you agree?
What I didn’t realize was how important it is to respond to reviews, including the positive reviews. Then, several years ago, I attended a workshop hosted by the local Chamber of Commerce by two social media marketing consultants who stressed the importance of responding to all reviews. Since then, I’ve learned even more through my own responses and from reading various recommendations.
No matter if the review is good or bad, you need to show that you care. You need to engage with your customers. And you need to send a message that you care to everyone reading the reviews.
HOW TO RESPOND TO POSITIVE REVIEWS
1. Thank the customer for their review and their business. This shows you care about them.
2. Mention your business name in the review. This will help the good reviews get noticed in online searches.
3. Make a suggestion for their next visit. This engages them and hopefully entices them to return soon.
Examples:
“Thank you for taking the time to leave feedback about your recent visit to Seaside Bistro. We appreciate your business and are so glad you enjoyed the Seafood Fettuccini. Next time you visit, you may want to try the Shrimp Ravioli appetizer; it’s been a huge hit with our Seafood Fettuccini lovers. We look forward to serving you again!”
“Thank you for your continued business and for leaving such nice comments. I shared your comments with our Main Street Bookstore team about our new store layout and staff helpfulness and you should have witnessed all the grins and high-fives. Since you were here, we finished the Staff Recommendations Corner and we hope you can stop by soon and check it out!”
HOW TO RESPOND TO NEGATIVE REVIEWS
1. Apologize about the experience. Show that you sympathize with the customer.
How you handle the dissatisfied customers can actually turn those customers around to be some of your best supporters.
2. DO NOT mention your business name in the review. This will help decrease the chances that the review will show up in online searches. You want the positive reviews to show up, not the negative ones!
3. Provide a suggestion to steer the conversation offline. You don’t want others to read multiple messages back and forth with upset customers. You may have deserved the negative review or you may just be dealing with a spammer or unreasonable person. Either way, steering the conversation offline is the best approach.
Examples:
“Thank you for your input regarding your recent service. We are known for our small engine repair expertise and generally receive rave reviews. We are very sorry we did not meet your expectations and would like to discuss this with you. Please call our Owner, Don, at 777-789-9999. He looks forward to resolving this issue.”
“We appreciate your feedback and sincerely apologize for the frustration you experienced. Our goal is to provide the best value and service for your plumbing needs. We would love the opportunity to resolve the issue. Please call me at 777-789-7878 or email me at servicemgr@vmail.com. –Shawn, Service Manager”
OTHER TIPS
REMEMBER: Respond in a timely manner AND never respond when angry.
1. Respond in a timely manner. In order to do this, you must read the reviews. Some online forums like Facebook may send you a message when your business receives a review. Others may not. Therefore it’s a good idea to visit Facebook, Yelp, Google, etc on a regular basis to determine if you have reviews so you can respond to them. You may want to do this daily or weekly. If you didn’t respond in a timely manner to a review for whatever reason, it’s not too late. Respond as soon as you can, which may be after reading this article!
2. Never respond when upset. If you receive a negative review it’s easy to get defensive, especially when the customer is unnecessarily rude or isn’t describing the situation accurately. Remember that the truth doesn’t matter when it comes to how you will look to the customer and whoever is reading the review. What matters is that you show you care and that you want to resolve the issue. Being kind and professional will help!
3. Have someone else ready your response before hitting ENTER. Make sure your reply conveys a professional, caring tone. This is especially important when responding to negative comments. It’s obviously much easier with the positive reviews!
Customers with negative experiences are more likely to complain and tell others about their bad opinions than those with positive experiences. Unfortunately, it’s just human nature to complain. However, how you handle the dissatisfied customers can actually turn those customers around to be some of your best supporters. Most people are reasonable. They know that mistakes happen and that you cannot control everything that happens. They also generally realize that you cannot control everything your employees do or say. Your ability to empathize with your customers and your willingness to resolve issues will help build trust.
Hopefully, this article has given you practical tips and you now feel confident about how to respond to online reviews.
If you have questions or comments, please leave them in the comments section below or email me at sondra@smallbizpathway.com.
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Sondra Kirtley, MBA, is an entrepreneur who owns and operates a retail and service business in Eureka, California. Known for her helpful nature and small business expertise, Sondra founded SmallBizpathway.com to share tips and experiences with other small business owners.
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Great advice…..Some people are placing negative reviews because that is something they do for fun. Which is beyond me…… That’s the new era, I guess.
I like to look at other reviews a negative reviewer has made about other businesses. They usually are NEGATIVE about every business they review. Personally, if I have constructive advice for a business, I’d rather communicate in private to the owner or manager; it seems more professional and kind. : )
It’s time to bring back kindness.