How to best handle a negative review
Those of us with small businesses understand the trials and tribulations of building a reputation and a strong client-base that we can rely on and will help our business grow and flourish. The Internet has leveled the playing field for all of us to a large degree, enabling small businesses to reach prospective clients through advertising, social media and other web-based promotion.
Still, despite our best efforts to promote ourselves, it is the age-old customer referral and review that packs the greatest punch—both to boost a reputation and to knock it down. Luckily, “catching more flies with honey” likewise remains true and sincere perseverance and devotion to solid customer service usually garners positive feedback and high public marks.
That said, you can’t always please everyone, and a grumpy customer can and absolutely will write a negative review. The key, then, is to be prepared for them and handle them with graceful professionalism. Your current and prospective customers will be paying attention and people are surprisingly sympathetic to negative customer reviews in favor of a company that responds appropriately and politely.
So, when dealing with the inevitable negative review, here are some tips to make sure you are turning lemons into lemonade.
Stay quick on your feet
To avoid losing your customers’ trust after a bad review is posted, it’s important to respond as soon as you can. Not only does it show that you are serious about your customer experience, it also shows that you have nothing to hide.
Make sure to proofread and vet your response before publishing. This is a direct representation of your business so it should be thoughtful, polite and accurate. You definitely want to quell rather than fuel any existing fires.
Acknowledge and apologize
Most grumpy customers only want acknowledgment for their dissatisfaction, so a simple and sincere apology is often enough to turn the situation around. Also, be sure not to engage in a public dialogue with the unhappy customer and invite them to contact you or your company directly to resolve any greater issues.
Remember that people reading the reviews won’t know the details or the back-story. If the complaint is legitimate, it’s important to step up and take the blame. When businesses argue or try to pan the blame off on someone else, customers often respond negatively. However, on the other hand, as we mentioned above, people are much more likely to forgive and forget if the owner apologizes sincerely and tries to make amends.
Also, don’t feel like you must respond to each and every negative review. Online comments can often be crude or inappropriate, especially anonymous ones. Don’t engage with any comment that is a personal attack or particularly vague. Unfortunately, engaging with such comments can come off as petty or overly defensive.
Remember why you’re here
Remember that you are directly representing your business whenever you are engaging in a public format or feed. Your objective is always the success and future of your business, so keep a cool head when dealing with negative reviews and feedback. An emotional or defensive response to an online comment could sabotage your best efforts at customer service by turning current and prospective customers off.
Before responding to a negative review, take a few deep breaths and remind yourself of “the big picture” and how your response can help, rather than hurt, your business goals. Stay cool and never respond out of anger or emotion, or argue over details. Whenever possible, take the conversation offline, which is the best way to respond to negativity and help resolve any issues.
Look at negative feedback as a way to constantly improve and hone your customer service skills and strengthen the foundations of your business.