Cofounder and CEO of PissedConsumer, a review website that helps consumers be heard and brands improve their customer service processes.
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No longer is it the case that companies can dictate the way their image and reputation are presented to the public. Businesses are scrutinized via online reviews and across social media. Curating and finessing the face of your company is becoming more and more challenging.
Times have changed, and now the public plays a bigger part in shaping and influencing your reputation and, hence, the prospects of your business. Today, the number of people who read customer reviews is higher than ever, with 77% of people saying they "'always' or 'regularly' read them," according to a survey by BrightLocal.
As the cofounder of a review website, I have experience working with online reviews. Below are my insights on why negative reviews can actually be beneficial to your business, as well as a few suggestions on how to make the most of your customer reviews.
What can be gained from negative reviews?
Growth, reputation management and your bottom line are all intertwined with what people are saying about you. However, more important is how you interact with the public.
1. Negative reviews can show authenticity: Negative reviews are conspicuous in their absence. I believe their presence, in a sense, can lend legitimacy to the positive feedback under your name. Scores of five-star reviews with little criticism or ambivalence are suspect. In my experience, a mixed bag of positive to critical reviews is certainly more useful to a browsing consumer than a handful of stamp-of-approval testimonials.
2. Negative reviews can inform. Many people skip the positive reviews altogether and make a beeline for the poor reviews to discover what problems others have encountered. This isn’t a given, however, as the reviewer’s situation might have been associated with their unique circumstances, and these might not apply to the person reading the review. I believe genuine criticism can be more valuable and persuasive than a bland thumbs up.
3. Negative reviews can inspire change that benefits consumers. More consumers are becoming aware that negative reviews can force positive change. Overwhelming bad publicity can strongarm neglectful companies into cleaning up their act. This is a critical point, and those brands that choose to ignore it will inevitably find that it catches up with them eventually.
How can you use negative reviews to improve customer service?
You could provide the very best product or service on the market but still, somehow, fail to meet the expectations of a customer. So, how can you cover this gap?
1. Provide top-quality customer service. I always emphasize the fundamental of customer service when tackling company/customer relations and public image. And I’m not alone. More than 70% of business leaders mention that there is a clear relationship between customer service and the success of their business. An effective customer service operation that engages with negative reviews politely and professionally is the best asset you could have, and it can transform a poor review into a satisfied customer.
2. Always engage with your reviews. The most practical learnings I have had in this business are through interaction with end-users. Dialog introduces many fresh ideas and new paths, and it also shows your customers that you are open to criticism and welcome their input. The practical benefits are clear. A company's responses to an online review can change 56% of consumers' opinions on the brand. Again, excellent customer service is key here. A good customer service team will keep abreast of social media chatter concerning your business and also keep an ear to the ground for online reviews so they can be addressed promptly.
3. Develop customer relationships. As you address reviews, remember to respond not only promptly but also courteously and individually to build customer relationships. With negative reviews, show that you understand the concern and express your intention to resolve it. I also recommend asking if there is any action you can take that could prompt the reviewer to reevaluate their feedback. When you provide this type of excellent service, I've found consumers are often more willing to deal with a business again after it made an error.
4. Maintain a steady influx of reviews, and keep them current. My experience has taught me that not only does a proactive approach pay off but also bringing in steady traffic that keeps your reviews fresh is essential. Encourage people to leave reviews. Be upfront and ask for them at the point of purchase or after a satisfactory customer service interaction. Make the process of leaving a review easy and unintrusive. A simple solution would be a review request form on your product pages.
5. Foster a positive, not reactive, mindset. You will face criticism, and at times, it might feel personal and uncalled for. Despite this, never be vindictive or take bad reviews personally, even when they seem particularly unfair and unjustified. I’ve found that a balance between calm detachment and attentiveness allows me to focus on the factors I have control over and am able to influence positively, rather than dwell on minor hiccups.
If you are starting out and you get a sour online review, don’t let your heart sink. Take it as an opportunity to show the public you are listening, professional and grateful for any chances to improve. It’s impossible to meet everybody’s unique needs, so don’t put too much stock into doing so as a measure of success. As a leader, how you deal with negative feedback is much more important and makes a greater longstanding impression.
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