Photo credit: Adam Leff
- Many consumers read reviews before purchasing a product or service.
- Negative reviews can identify areas for companies to improve.
- One small business leader said businesses should personalize and respond to all negative reviews.
- This article is part of our series, “Marketing for Small Businesses,” which explores the basics of marketing strategies for SBOs to acquire new customers and grow their business.
CEO Ben Cool shelf type Located in Charlotte, North Carolina, he prides himself on providing the best customer experience in his company that sells custom shelving and home décor. However, we learned from several negative customer reviews that some of his shelf products arrived damaged and some customers noticed that the shelves were left with swirl marks.
These reviews are rare, but Kuhl said he knows it’s an “inevitable” part of the business. He considers them valuable feedback that he uses to improve his business, and he takes time to respond to each.
“It’s important to show that you take feedback seriously and are dedicated to improving the customer experience,” Kuhl told Insider.
After receiving negative reviews, he switched to stronger packaging and offered customers the option of purchasing shipping insurance.
“These changes allowed us to deliver a better product to our customers and avoid negative reviews in the future,” said Kuhl.
Customers who care about word of mouth
Most consumers read reviews They don’t just look for the positive before buying a product or service.and 2021 PowerReviews Surveyat least 96% of respondents said they sometimes look for negative reviews, and nearly half said they were skeptical of businesses with perfect reviews.
“A small amount of negative reviews helps legitimize the authenticity of a brand’s review page, making it not only an inevitable part of their business, but a respected consumer,” says Reputation. Management Co-Founder and Chief Strategy Officer Adam Leff.Hard Merchants centeredtold an insider.
Negative reviews may not alienate customers, but the person who posted it does Expect Businesses to Respond to Reviews We provide solutions.
“Responding to negative reviews helps build trust with customers by showing that I am open and transparent, and also prevents future negative reviews from impacting my business. It’s helpful.
Here we look at how small businesses can learn from negative reviews and why they should develop processes for responding to feedback.
Negative reviews help companies learn where to improve
One of the biggest benefits of negative reviews, Lev said, is that it helps companies identify areas where they can improve. Business owners can use this information to make changes to drive their operations and create a better customer experience.
“Reviews should be welcomed as they give us the opportunity to improve our business and celebrate good performance. Kids Medical ServiceSouth Florida Children’s Medical Group told an insider.
Through negative Google reviews, Kidz learned of phone system issues and that patients wanted a more automated experience.
These reviews have prompted the company to make some changes to improve the patient experience. He upgraded communications systems, created new billing workflows, changed electronic medical record vendors, and added a customer relationship management program to identify and respond to negative reviews, Brackin said. increase.
Building customer trust by providing valuable feedback
You may be tempted to ignore or delete negative customer reviews. But Lev said business he leaders should address all negative and positive reviews.
“It shows guests that you listen and take their opinions into consideration,” he said.
Customers believe that businesses should respond to reviews too.Even after a negative experience, they likely to buy back From companies that reply to reviews and try to fix the problem.
Photo credit: Ben Cool
Responding to negative reviews can solidify brand trust. Top priority for our customers When deciding what to buy, Lev added:
Responding quickly to maintain customer relationships is critical for small businesses.In our analysis, ReviewTrackers found 53% of consumers They expected companies to respond to negative reviews within a week, and about 30% expected a response within about three days.
Kuhl says he tries to respond to negative reviews as quickly as possible. He acknowledged the review and expressed his regret, apologized if the company made a mistake, and offered a solution.
“My aim is to show everyone, including prospective customers, that we take all feedback seriously and want to give everyone the best possible experience. I try to stand my ground and show empathy for my customers’ situations, which helps build connections and shows my commitment to customer satisfaction.”
Create a process for responding to negative reviews
To deal with the inevitable negative customer reviews, Leff recommends establishing a process.
First, we report reviews that contain content that violates our website’s content guidelines, such as offensive language or false information about your business, product, or service. Reviews that threaten legal action must be handled offline by company management.
Politely replying to all the other negative reviews, Leff said:
He said he makes each response individual by mentioning issues customers have raised in their reviews, such as order accuracy and delivery times. Be professional and respectful, do not use templates or include personal attacks, negative comments, or arguments.
Kidz’s Brackin told Insider that the team has a formal process for handling negative reviews led by a marketing consultant. That includes responding with a personal statement and, if possible, talking privately with the patient to resolve the issue.
Photo credit: Wayne Brackin
Small business owners may not expect negative reviews, but they are part of running a company. Lev said it’s important not to take them personally, but to view them as learning opportunities.
“Positive reviews are great, but we can’t grow from them,” Cool said. grow.
“These reviews help us improve our processes and elevate our game.