It is not unusual for businesses which are collecting reviews to get positive, as well as negative reviews. Therefore, many managers might wonder how to act in such cases and if they should respond to those reviews or rather stay quiet. Read below to find out what our advice for action is in such situations:
1. Positive reviews
Let’s start with the easier case: a customer has left you a positive review! Do you ever have to reply to them? After all, they were happy with your products and services, what more is there to add? Well, actually you should reply to all the reviews you get, even the positive ones. In this way, you show them as well as other potential customers that you take the time to read their reviews. This shows that you take their opinions seriously and you are looking forward to their feedback and suggestions for improvements. Getting your customers from being satisfied with your company to being excited about it can be the best advertisement you can possibly do! By delighting your customers even after post-purchase, you turn them into your brand ambassadors! And this is something worth investing your time in.
2. Negative reviews
Any business which is collecting reviews will experience getting a lower star rating or negative feedback at some point in time. In this situation, it is important not to ignore this feedback, even if the customer is too critical or irrational! Address their concerns and most importantly apologize for what has happened. It doesn’t really matter if it was truly your fault, the important thing is that your customer perceives it to be so. Who is to say that other customers won’t feel the same way? Therefore, you should not only reply to their feedback but also make sure that this doesn’t happen again with other customers.
For example, a study conducted by Harvard Study Review found out that when hotels start responding to their customer reviews on TripAdvisor, they experience a 12% increase in the number of reviews they receive. In addition, they also witness an increase in their star ratings, on average by 0.12 stars. These numbers are a clear indication that you should definitely respond to your customers’ review!
In addition, what the abovementioned study found out was that if you ask preemptively your customers if everything went ok with their purchase or if they are satisfied, they are less likely to give you a negative review. The reason for this is that by asking them for feedback, you indicate that you care for and value their opinion. Therefore, you should encourage your customers to leave you reviews and engage with the feedback they give you.
In conclusion, collecting feedback is only the first step in reputation management. You should respond to your customers’ reviews, both positive and negative. This is will bring you more new customers and more brand awareness!
Click here to find out our Ultimate Checklist for Responding to Customers’ Reviews.