How to Handle Negative Online Reviews

It happens.

You work hard to make sure every customer has a great experience but every once in a while, a customer is upset.  And inevitably they post it online with a bad review.

Usually the review is pretty one-sided with important details left out.  It’s embarrassing, right? And it just ticks you off.  Sometimes it reminds me of the way it felt as a kid on the playground when someone said something mean, you got emotional and you wanted to dish it right back or get defensive.

Even now, as an adult and business owner, it’s hard not to  get offended or upset when someone writes a negative or untrue review about your business online, right?  Getting defensive is sometimes still the first reaction, and it’s hard to be nice in return.

But when it comes to responding to online negative reviews, “being nice” is the only way to go.

Just like we eventually learned how to handle that playground skirmish, everything we need to know about handling online reviews we learned in grade school.

1.  Be nice.  Fight off the desire to  put that person down.  Even if they were a terrible customer or never paid you for your service/product, don’t air the dirty laundry for all to see. Remember, this review will stay online forever – and future customers may see it. Their decision to do business with you may hinge on how you respond so keep it professional and friendly. 

2.  Always say “thank you.” Despite the tone of the review, always thank the customer for trying your product/service.   It shows your professionalism. 

3.  Pay attention.  Create Google Alerts so you are notified right away when your business name is mentioned online. You should respond to all posts, good and bad. Always, always respond.

4.  Don’t ignore the problem.  You want to respond before the damage is done, so respond as soon as you get the alert about the review.  Never ignore the reviews. If online reviews about your business already exist, and you haven’t responded, it’s not too late.  It’s better to respond at some point, than never at all.

5.  Draw a picture. If someone gives false information, use a picture to show how they are wrong. For example, if someone complains that your restaurant is dirty and it’s not, then include a photo of your sanitation score with your response, or use your smart phone to shoot a quick video walking through your establishment.

6.  Be honest.  Never pay for positive reviews.  You don’t want to risk being exposed, and “bribing” customers for good reviews never puts you in a good light. However, encourage customers that DO admit to enjoying your product/service, to share their feedback by writing an online review.

7.  Say “I’m sorry.”  If the customer is complaining, apologize for their experience.  

8.  If you can’t be nice, take it offline.  Always leave an email address for the customer to get in touch with you, so you can take the conversation “offline.”  You can discuss details the situation privately.

9.  Don’t egg them on. Avoid getting into a debate online for all to see.  Remember, these reviews stay online forever and you don’t want the back-and-forth debate to be public forever.  Just respond one time, and follow up with an email or direct message if the situation calls for it.  Keep in mind that sometimes people are looking for a fight.  Don’t give it to them.  People who see the exchange later will recognize your professionalism.

10.  Be accessible.  Leave your real name and title in the review, and an actual email address where the customer can get it in touch with you. It’s best that response come from you or a trusted person in the business that is skilled in working with the public.

11.  Do your homework.  If you haven’t already, go online right now and look at reviews for your business.  Look at places like Yelp.com, CitySearch.com, Kudzu.com, your Google Place page; if you’re in the hospitality industry don’t forget to check TripAdvisor.com.

In general, embrace the reviews.  It can be a tough pill to swallow, but by responding quickly and genuinely, you can control any collateral damage. These days, consumers expect to see some negative reviews, but the way you respond will show future customers that you are paying attention and care about their needs. And THAT will weigh heavily in their decision to patronize your business.

Lastly, as a business owner, we can learn from the negative remarks, too, and make changes for the better.

What would you add to this list? How do you handle negative reviews?