As a small business, you know all too well how important word-of-mouth marketing can be for your reputation and bottom line. In this age of internet revolution, poor online reviews can leave a nasty mark on your online presence. But sometimes, these unfavorable reviews show up even when your business has done nothing wrong, simply because the reviewer, for whatever reason, wants to inflict unnecessary harm on the business to be spiteful.
Regardless of the reason, justified or not, business owners know that you can’t please everyone; there are some customers that will never be happy, and one bad client is worse than hundreds of happy ones.
People are relying heavily on reviews found on online review sites like Yelp, and the quality and quantity of these reviews can dramatically affect your business’s ROI. With online reviews being a critical part of your business’s reputation, it’s important to understand the best ways to deal with negative reviews.
What to Do With a Business That Already Has Poor Reviews?
It’s time to embrace managing your business’s online reputation as part of your marketing strategy. Whether you want to believe it or not, reviews can make or break a small business. BrightLocal’s 2015 Local Customer Review Survey just found that 87% of potential customers won’t even consider a business with low ratings. So, what do you do if you already have poor reviews?
First, go to the source. Look past the review for a moment and determine what your business needs to do to improve. Was the review bashing your customer service? If so, did they mention or describe who the employee was that gave them poor service? It may be worthwhile to speak with that person to get their side of the story, and take further action if necessary. Your employees need to understand that you’re running business, providing a service, or product, and they must always act in a professional and friendly manner.
One thing you should NEVER do is pay for companies to “remove” your bad reviews. We have remove in quotation marks because once it’s out there in the Twitterverse, it can never be fully removed. Unfortunately, most people who review businesses fall into one of two extreme categories: they either loved the business or they absolutely detested it. Most people who fall in between those two sentiments don’t tend to take the time to write reviews. What this means for you is, customers that had a terrible experience see to it that everyone knows about it. If they find out you’ve “removed” their review, they may continue to post negative feedback on multiple social media and review platforms.
Instead of trying to buy the reviewer’s silence, try to handle the situation with great customer service. Respond to the negative comment publicly, address their issues, and offer a way to remedy the problem. This will not only show the reviewer, but potential customers looking at your reviews, that you’re paying attention and care about customer satisfaction. Oftentimes the reviewer can make amendments to their review. If you respond to a negative post, it’s not uncommon for the reviewer to update their review with a better rating and a less biased opinion. Conversely, this can work the other way, where a once good review turns sour based on more recent experiences.
Paying the Price for Paying For Reviews
Positive online reviews are the crucial lifeblood of your business’s online reputation. However, going to any lengths to get a good review — like paying for it — can land you in hot water. Take for example the true and cautionary story of Catskills hotel, Union Street Guest House. This boutique hotel wanted positive reviews so badly that they went so far as to create a policy where they’d fine guests $500 for every bad review. Below is their policy:
“If you have booked the Inn for a wedding or other type of event anywhere in the region and given us a deposit of any kind for guests to stay at USGH there will be a $500 fine that will be deducted from your deposit for every negative review of USGH placed on any internet site by anyone in your party and/or attending your wedding or event. If you stay here to attend a wedding anywhere in the area and leave us a negative review on any internet site you agree to a $500 fine for each negative review.”
So you may think that this hotel has a clear reputation full of positive four and five star reviews, right? Wrong. The internet has a way of banding together in certain unethical situations like this and the backlash from their ridiculous policy has led them to mostly 1-star reviews on Yelp and tons of negative PR. So, can online reviews hurt business? Most certainly. This hotel’s determination to land great online reviews by any means necessary resulted in an epic, widely covered, backfire.
Moreover, it’s most certainly not a best practice to write fake reviews, and will only temporarily deceive your customers. They’ll find out firsthand if your business is actually worth those stars. In fact, in New York, 19 companies were forced to pay $350,000 in penalties for misleading practices.
Lastly, don’t let one bad apple spoil your bunch…of reviews. Dilute negative reviews with positive ones. Of course, we’re not suggesting you go home and write a bunch of great reviews for your business under fake Yelp accounts. Simply encourage happy customers to share their experiences with others. Be careful not to outright ask for reviews, as this may lead customers to feel like they’re being used as a promotional vehicle. Instead, encourage engagement.
Many customers are more than happy to help out local businesses that they think are great. The BrightLocal study previously mentioned found that 73% of customers form an opinion after reading 1-6 reviews, and 69% believe that reviews older than three months are no longer relevant. So take a deep breath, that bad review will be watered down by great ones in no time.
Best Practices for Dealing with Bad Reviews
So, you’ve got a bad review. The way in which you handle it can turn the bad review into a nightmare, or hopefully, a positive exchange in which the reviewer’s complaints are mitigated. Here are a few rules for handling bad online reviews:
- Respond in a Timely Manner: Monitoring your reviews will allow you to respond to negative posts promptly. Reply directly on the comment to make things right. Offer apologies, and encourage the customer to give your business a second chance, perhaps with an incentive to come back, like a 20% off offer.
- NEVER Respond in Anger: We get it — this business is your baby and you may get defensive if someone has a less-than-stellar experience. Take a moment to compose yourself before you reply to a negative review. Many businesses have responded in anger, and it has cost them dearly. Often times reviewers exaggerate their experience or make things up completely to heighten the severity of the review. This can be incredibly frustrating and embarrassing, but being professional and avoiding replies out of anger or aggression is important. Replying in a defensive or belittling manner can compromise your business’s reputation and worsen an already bad review. Instead, apologize and offer to make things better with a refund or special offer.
- Issue a Response From the Owner/Manager: This will make the reviewer feel as if their opinion was important enough to be handled by someone in charge. It’ll also show the reviewer or potential customers that you take customer service and satisfaction seriously and you want to make sure all clients leave your establishment feeling happy.
- Encourage Engagement: While you don’t want to flatout ask for positive reviews, you can encourage interaction by subtly driving awareness that you’re on review sites like Yelp, but stopping short of asking for a review. Ways to do that include posting signs and stickers around your business that encourage people to find you on review sites and including a call-to-action on your promotional materials that lead people to these sites. As long as you aren’t specifically soliciting positive reviews, you aren’t violating any official policies. Your main goal should be to get people talking.
The Moral of the Story
You crave success. You know that your product or service is exemplary, now you just need to get it into the right hands and have the people attached to those hands write you great reviews! But, the internet can be a harsh and dark place and sometimes that’s not what happens. Don’t let one bad review define your business. Address it properly and in a timely manner to diffuse any bad feelings.
You have happy customers, and you know how they feel about your business, but for reasons unknown to you, they aren’t writing reviews. So, it’s harmless to write those reviews for them, right? Wrong! Crafting fake reviews sets you up for all sorts of backlash; there are much better ways of getting good reviews.
Instead of desperately asking for, paying for, or removing bad reviews — take a look at your digital marketing plan and how you can begin to harbor organic, positive reviews. Ultimately, the moral of the story is simple. Provide a great product or service, the best customer service you possibly can, and do it consistently. Engage with your clients, value their opinions, even when they’re negative or constructive. Take those bad reviews as opportunities for improvement. Doing these things will naturally result in great reviews. And there is nothing more satisfying than earning four or five star reviews that you didn’t pay for.