Turning a Negative Review Into a Positive Situation

Your local business, like most companies out there, will probably get a bad review at some point.  Sometimes the negative feedback is earned, but occasionally a bad review is prompted by something that was out of your control.  With a home remodeling company, for example, an appliance could have been damaged during delivery or supplier delays may have delayed a project.  Although these things happen and are quite normal when dealing with a service-based business, customers often forget that and take out their frustration on the only outlet they know: the internet.

Your initial (very human) reaction to negative feedback will be something like anger, frustration, or concern at the implication the review may have.  These feelings are normal.  But dwelling in the negative emotions that come along with a bad customer review will only hurt you, your business, and your employees.

Instead of letting a bad review get to you, there’s a smart and easy way to turn that negative online review into a marketing asset for your business.

All Reviews Are Valuable

 
Online reviews are one of the most important marketing tools you can utilize for your local business. With review sites like Yelp, Google, and Facebook at everyone’s fingertips, consumers turn to these sites for feedback and reviews about just about everything.  And although anyone can leave a review about their experience, there are two distinct groups of people who leave reviews most often:  those that had a great experience and those that had a horrible experience.

Ultimately, all reviews - both good and bad - are helpful to your business. Even a few low ratings or negative reviews can be a good thing because they make other online reviews seem more credible (as opposed to having all 5-star reviews, which many people find suspicious).

When it comes to negative reviews, the most important thing you can do is turn them into a very public, positive customer service experience.  When done correctly, this can paint your local business in a positive light, despite the initial negative review.

Respond to the Complaint

The key to changing the effect of a negative review is communication. Whether the problem was a mistake in the order, sub-par service, or just overall customer dissatisfaction, immediately respond with an apology for their unhappiness. Many people just want their voice to be heard by someone, so reaching out to them online to apologize for the poor experience can immediately change their opinion of your business. It shows that you care.

When a negative review of your business pops up online, don’t panic. Instead, remember that you can use this review to your advantage. As soon as you see the review, respond to the client as quickly as possible. That’s why it’s important to closely monitor your online reviews, so you can reach out to the reviewer promptly.

Offer a Solution

Whenever possible, offer solutions to the customer's problem.  This might mean going out of your way to follow up on the service or simply telling them you will work to fix the problem in the future. Alternatively, offer an explanation as to why something happened the way it did.  Be sure to remain calm and respond in a respectful tone. Even if you can't change something, offering other solutions goes a long way in customer service.

The goal here is two-fold.  First, you want to win this customer back by addressing their problem quickly and satisfactorily.  And second, you want to attract new customers who are impressed with your response as they see the situation play out online.

Make it Public

 Another key to responding to online reviews is to have that conversation on the platform the original post is on. Whether it’s Yelp, Google, or Facebook, it’s important to post your response under their review rather than emailing or messaging them separately. This way, people will see that you made an effort to resolve the issue, something they can’t see if the comment is not public.

Don't Get Discouraged

In the end, there is only so much you can do to change someone’s perception of your business.  When you make an honest effort, many consumers will feel their complaint was eventually resolved and in some cases, they'll even change their original review.  This won't happen every time though, and that's okay.  You still have the advantage of potential clients seeing that you care enough to take time to address complaints.

Negative online reviews can be frustrating, but they're also an opportunity to improve your business and reach new potential customers.