Why Is It Important to Respond to Reviews?
There are many reasons why you, as a business owner, should respond to both positive and negative reviews. That's right—even positive reviews deserve responses!
While responding to positive reviews becomes less valuable over time, initially, it will help you establish yourself as responsive and kind. Responding to negative reviews is significant in the long term.
Here are a few (but not all) reasons why business owners need to respond to online reviews, whether positive or negative. It Improves or Solidifies Your Online Reputation
Your reputation is everything as a business owner. Even if you have the best products or services, you won't gain customers if you have a bad reputation. Public opinion is a key factor in driving your success.
Let's say you're not paying much attention to your reviews, and they're starting to lean negatively. Your star rating has gone down. Every low rating or negative review is a sign to potential customers that your business may not be worth using.
You demonstrate to customers that you're trying to improve when you respond to negative reviews. Even if nothing needs improvement, you're clearing the air so the commenter doesn't have the final word.
When you respond to positive reviews, you demonstrate to customers that you value their feedback and listen to their concerns. These things will significantly improve your business's reputation and online branding. You'll Build Trust and Relationships
Part of owning a business is building relationships and trust with your customers. Responding to reviews (both negative and positive) is a great way to do that.
When you respond to someone upset with your products or services, you show them that you want to make it right (or at least explain the situation). Someone who was previously angry may calm down and view you and your business in a more favorable light, allowing you to regain their trust. You'll allow yourself to grow and learn
Reviews are gifts. Even negative reviews can be seen as growth opportunities, so try to view them that way. They may feel like personal attacks (in some rare cases, they may be), but they're learning experiences.
When you actively engage with a negative review, you're letting an unhappy customer teach you something that may improve your business. At the very least, you learn an essential lesson in politely and respectfully communicating with others. Some Tips for How to Respond to Online Reviews
Responding to online reviews is tricky. You can provide an infinite number of responses, but you must be cautious if you want to make a good impression.
Remember, you're representing your business. Your response will determine how customers perceive you, which may influence their decision to choose or reject your company.
Here are a few helpful tips to improve your responses to online reviews.
1. Respond Quickly
It's important to respond as quickly as possible (without being too rash). If you let a bad review sit out for too long without responding, more people will see it, which can be detrimental to your reputation.
You may also forget about it. Reviews can easily slip your mind when you have many other responsibilities as a busy business owner.
Take a moment to decide how you will respond. While you should respond quickly, avoid being careless. Give yourself time to cool off (if the review was inflammatory) and decide the best response.
Ignoring bad reviews won't make them disappear, especially if you have a limited number of reviews. Even if you're feeling anxious, responding within a few days (if not a single day) is a good move. Get it over with. 2. Learn From Your Reviews
When you get a review, try to take something from it.
If the review is positive, take note of what you're doing right and make a point to continue doing it (or even expand upon it).
If the review is negative, determine what you can change. In some cases, negative reviews aren't your fault, but don't immediately jump to that conclusion. 3. Be Polite
Politeness is crucial when responding to online reviews, whether they are positive or negative. Even if a review is downright mean or inappropriate, you should remain as professional as possible.
You have your reputation to consider. While responding to negative reviews with the same energy the customer used is tempting, you're running a business. Consider how that would appear to others.
Your response is public, so it's best to take the high road.
This can also help you diffuse the situation. People who leave negative reviews often want to know that someone is hearing their concerns. When you respond with kindness, their motivation to "fight it out" may dissipate and they may open themself up to a rational and calm interaction.
Use restraint.
Some brands can get away with "sass" in their responses, but this is a risky move, and that sass has to be part of their preexisting brand image. It's also carefully crafted, not just an "off-the-cuff" remark. 4. Keep It Brief
It's best to be brief (while still thorough) for positive and negative reviews.
For positive reviews, a quick "thanks!" and perhaps a CTA (such as asking the customer to share their experience with friends or check your shop later for new products) is more than enough to make a lasting impact. Most people don't expect responses to positive reviews so that you will stand out.
Negative reviews will require more detail, but not too much. Ensure you address the problem, apologize, and provide your customer with clear steps to resolve the issue.
It's often best to save the more extended conversations for private messages or emails, so you don't draw too much attention to the review, but still pay enough attention to the customer.
If you defend your business against a troll comment, you may need to provide more detail, but offer enough information to clear the air. Remember that most people won't sit and read long comments, so you don't gain anything from writing several paragraphs in response. 5. If It's Negative: Make It Right
If someone leaves a negative review (and the review is legitimate, of course), you're being given an excellent opportunity to make things right. How will you do that?
Again, it's often best to take this conversation into private messages or emails to ensure you can fine-tune your next steps to the disgruntled customer's needs.
Sometimes being heard is enough, and the customer won't want anything else. Telling them that you will make changes to ensure the problem never happens again can be comforting.
In other cases, you may want to offer a coupon, replacement item, or service (depending on your business's offerings). Note that discounts, replacements, or "freebies" might seem bad for business, but this isn't the case if it means salvaging your reputation and making a customer happy. 6. Be Authentic and Empathetic
Customers value honesty and authenticity. While you should be professional in your responses, you should also be human. Many customers respond negatively to reactions that seem too "corporate" because they seem inauthentic.
Connect with your customers and you'll gain their trust. Responding to Online Reviews Is Essential
Learning how to respond to online reviews can be challenging and requires trial and error. As you progress, you'll discover the most effective ways to communicate with both satisfied and dissatisfied customers while maintaining your professionalism and reputation.
Speaking of your reputation, do you need a reputation management strategy? We want to help. Learn more about our reputation management services.
