A negative review can be a slap in the face for a brand or an organization. This is especially true if the review comes from an online platform. So how do you deal with these sticky situations? Every business is bound to face negative review from time to time, so knowing how to act appropriately is crucial.
It can be easy to become an advocate for your brand, organization, or product. Don’t react instinctively to protect yourself or these things, however. Instead, take a moment to pull yourself together and think about the following tips.
“I think something we naturally want to do is argue or defend on behalf of our organization,” says Ryan Brown, Director of Integrated Marketing for Kenra Professional. âThe problem is, reacting when you’re in that defensive mindset is that you don’t think clearly or professionally. Instead, take a minute to pull yourself together and decide on the best course of action.
Although it seems somewhat contrary to step 1, it is important that you do not take so much time to calm down from your initial gut reaction that you miss a critical wsource of opportunity.
âDon’t wait too long. If the review is published without a response from the brand or a representative, it will appear that you don’t care that anyone is dissatisfied, âsays Ajay Mehta Co-founder and CEO of Date of birth company âAnother problem with waiting is that things can escalate quickly if the exam is online. It only takes a few shares or interactions for a comment or review to become very visible.
Separate yourself from the brand
This can be difficult to do, especially if you’ve put a lot of time and effort into making the brand what it is today. However, there is a good reason to do so, as you will see below.
âIt can be so easy to take something personally that is said about your organization, but you can’t do it in the professional world,â says Jeff Henretig, President of Apothecanna. âIn the long run, it will be much more difficult to empathize with the customer. If you see the brand as an extension of yourself, it will be almost impossible to respond appropriately to the unhappy customer.
Tell them who you are
This process can take different forms. But making the customer feel valued even through a negative experience can greatly improve their view of the business and that of others.
âShowing up does a lot of good,â says Mike Pasley, Founder of Famous IRL. âLet the client know what role you hold in the company so that they don’t feel like someone at random is answering them can go a long way. Responding only from the brand’s account seems cold and impersonal, so it’s important to have a name and title to go with the person communicating with them.
Building on the last tip, our next expert gave some tips on how to make the customer feel seen and valued in the response that is sent to them.
“Don’t send the same generic response to every complaint you receive,” says Craig carter Chairman and CEO of Jack mason. âIf a person sees that everyone is getting the same generic answer, or if they feel like they haven’t had an answer to their question because the answer seems automated, they are likely to become even more upset. Yes, it takes more time and effort, but it makes a big difference in customer service and brand presence.
This might be one of the hardest things to do, but being the most important person in this situation can send a better message than correcting someone who is wrong or being frustrated with the review. .
“Thank them for something,” said Dan Potter, Managing Director and CEO of CRAFTD. âEven though the only thing you can thank them for is letting you know about the problem they’ve been having, it still makes them feel appreciated and can change the tone of the conversation. Let them know that you appreciate that they took the time to write their review and let you know. You don’t have to tell them everything you are going to do to solve the problem they have, but letting them know that their opinion is valued and heard can make all the difference.
Empathize with the customer
This was covered in a few tips, but our next expert had even more to say about the importance of empathy.
“You have to put yourself in their shoes,” said Rahul Khatri, co-founder and CXO of Toggle. âUnderstanding where they’re coming from and why it made them so frustrated that they had to leave a negative review is the first step in knowing how to respond to them. Don’t they see the value of the product? Was there a manufacturing defect? Was there a misunderstanding? Delivery time ? Try to understand why these things would be so upsetting, and show them that you take their feelings into account when you respond.
Use negative reviews to improve your brand
Reviews can be one of the best assets of a brand. If you’re getting bad reviews for some aspect of your brand, maybe it’s time to take them into consideration and use them to improve your brand.
“Use those bad reviews to grow taller,” says Max Spielberg, President of Genexa. âIf consumers see you using their feedback to improve your products or services, they will see that you genuinely care about your consumers and that this can have a big impact on the overall vision for your brand. “
If the experience has left the individual so frustrated that they feel compelled to leave a negative review, sometimes offering a little olive branch as compensation for their experience can help smooth matters out.
“You have to remember that word of mouth or bad reviews that aren’t answered appropriately can be a much bigger loss than just reimbursing a disgruntled consumer,” says
Nicolas Vasiliou, CEO of BioSantÃ© Nutrition. âLetting them see that you appreciate them enough to pay them back or offer them a coupon or discount for their grievances can improve the public appearance of your brand as well as the relationship with that consumer. “
Prevent negative reviews
It seems like a no-brainer. Ideally, your product or service will be so great that no one will complain about it. Unfortunately, it is not the case. So what can you do to prevent these notices to arrive?
âHave a way for people to contact someone within the brand with questions or concerns,â says Amanda E. Johnson, Marketing Director of TO HIDE. âOften times people who leave a negative review feel frustrated and like they have no choice but to take to social media or other review boards to tell others about their negative experience. . Having someone they can reach out to quickly to resolve the issue and assuage their frustrations before their review becomes a public message can fix the issue before it starts.
While negative reviews are nasty and sometimes difficult to deal with, we hope this list of tips and tricks for dealing with such reviews will help you in the future. Remember that there is a customer on the other side of the screen who was initially drawn to your product or service, so try to use these tactics to walk away from the situation with a customer who not only feels heard, but may even come back in the future.