What to Do with Positive, Negative and Questionable Customer Reviews
Making good use of customer feedback means knowing how to take the rough with the smooth. Right now, it is estimated that around 90% of all consumers read reviews online before purchasing a product.
Consequently, the reviews your customers share with the world after doing business with your brand are a real make-or-break factor.
No business has ever received wall-to-wall positive reviews. There will always be the occasional disgruntled individual—you cannot always please everyone.
You also have suspicious, sketchy, and outright fake reviews to factor into the mix.
Doing everything you can to generate constant honest feedback is an essential marketing activity. But how can you handle the different reviews most effectively and productively?
You’re proactively encouraging customers to share their thoughts, so what should you do with their feedback?
Managing Good Customer Reviews
You must ensure that all feedback you receive is publicly shared—not just the good stuff. However, it’s also essential to broadcast your most positive reviews and write-ups as broadly as possible.
Positive customer reviews are the most influential type of social proof. Snippets of reviews can and should be used to add weight to marketing materials and general brand development activities.
For example, you can add ratings, reviews, and testimonials to your product pages, paid ad communications, etc. They can also be embedded liberally across your website, and anywhere else you see fit.
They use many CTAs and remind everyone else to share their thoughts and opinions.
Managing Negative Customer Reviews
Negative customer reviews received privately should be treated with the same priority as those published publicly. Please don’t think you can get away with short-changing those who choose not to share their dissatisfaction with the world.
Responding as promptly as possible is the most important thing you can do when negative feedback is concerned. At this point, there are three things you need to accomplish with your response:
Provide the customer with a genuine apology, demonstrate empathy, and take ownership of the issue if the complaint is legitimate.
Be professional yet human in your response. Keep things conversational and aim to open a meaningful dialogue with the customer.
Offer a practical resolution to solve the customer’s issue or compensate for their disappointment while thanking them sincerely and inviting them to get back in touch.
You may not bring the disgruntled party back on board, but this response will show everyone else how seriously you take negative feedback.
Managing Fake Customer Reviews
Lastly, dealing with fake reviews can be tricky due to their sheer prevalence online.
All platforms have unique policies on flagging fake reviews and dealing with them. Hence, you must contact the platform and inform them of the fake review.
In doing so, you may be asked to provide evidence as to why the review is fake, such as a review for a product/service that wasn’t sold on the date in question or a customer name you do not have on file.
If the review was genuinely fake, there is a good chance it will be taken down. If not, it’s better to leave a diplomatic response to any fake reviews shared publicly rather than lashing out and accusing rival businesses of deliberately attempting to ruin your reputation.