Managing reviews is now more important then ever for each business, and especially those attempting to make sales online. Here are several tips for successfully managing reviews online.
Managing Reviews: Minimize Negative Reviews from CustomersYou must be proactive in efforts to prevent consumers from reaching the point of creating negative reviews. Operating a business is not simple, and no matter what, there will always be consumers those that are unsatisfied with your products or services.
Inevitably, those customers will utilize online review websites to express their discontent. Their messages may of warn prospects about specific business practices, attempt to damage reputation, or to receive responses offering discounts/refunds.
Typically, with service-oriented companies, the customer will almost always first contact the business before issuing an online review. This is a critical opportunity to take use to your advantage. Understand that customers look to online solutions only once they believe there is no other resolution.
With challenging customers, a local enterprise should attempt to keep the consumer engaged, while working to respond to feedback in efforts to avoid a negative review being posted.
There are a variety of methods to accomplish this task, which include speaking with the individual in person, email or phone. By staying positive, encouraging the patron their problems will be resolved, and creating compromise can help avoid damaging online reviews or word-of-mouth that results when the client thinks there are no other alternatives.
Online reviews exist indefinitely, and over time can cost businesses amounts far exceeding the price of proactively addressing a customer’s complaint.
It is a natural response to get emotional and overreact to negative reviews. The problem is this often digresses into lengthy public disputes, characterized by “he said-she said” arguments. An online audience will typically favor the reviewer, who can be perceived as a “nothing-to-gain” victim confronting the profit-minded company owner. While the public expects local businesses to display a personal aspect in dealing with customers, there’s no sympathy for unprofessional and defensive responses.
As a business owner responding to undesirable reviews, you should remain calm and take a deep breath. Next, evaluate the validity of a customer’s complaint and try to determine steps to take in order to address the issue.
At this point, you should an effort to engage the customer, using a short, simple and positive private message. If possible, try to utilize the same platform where the bad review occurred. Make sure to recognize the customer’s concern and discuss possible solutions.
The business owner must work to avoid a back-and-forth, which possibly could create even more unwanted attention. If successfully done in this manner, you may then politely request that the customer revise the review making note that the grievance was resolved, or even delete the review altogether.
Two cases exist where a business might be motivated to issue a public reply to a negative online review:
1. There is the chance that the problem is resolved, but the reviewer hasn’t deleted or changed the review. If this is the case, it is acceptable post a response that the company is pleased to have successfully addressed the customer’s problem. When appropriate, you may include the steps you took. For example is a discount was given or product was replaced.
2. When the consumer remains dissatisfied, but inaccuracies exist in the review. In this case, the local business should offer a limited response in order to correct the facts, but do not get too deep into specific faults.
Businesses must maintain a high road approach while appearing conciliatory to buyer concerns. This is more essential that proving its version of the events. The consumer will in most disputes be perceived as the winner of any argument related to their experience.
Persuade customers with favorable experiences to submit positive reviews, which help to balance the negative ones. Many times, a customer with a negative experience is the one who will take time to write a review. Often those with positive experiences are willing to share their feedback, if you just ask.
Be proactive in requesting reviews from happy customers. Those satisfied with products or services will usually have no problem saying so publicly on review sites. These good reviews help to balance your online presence, making customers less likely to consider the negative as much credibility.
A great way local organizations can approach reviews is to e-mail buyers soon after an interaction to ask for their feedback. Another method is to feature “Review Us” links on websites or social media. When the business does a great job, most customers are willing and able to post a positive online review.
Conducting a legal action should be a last resort for local business managing reviews. These lawsuits are highly unpredictable and even wins have unintended and negative consequences.