1/ Response time | 2/ Problem solving | 3/ Personal | 4/ Respect | 5/ Empathy | 6/ Click "Send"? | 7/ Everyone is listening... | 8/ Don't forget to go"offline" | Bonus tip | Fake reviews? | What to do about fake reviews?
Introduction
Companies in all sectors (both B2C and B2B) are paying increasing attention to the professional handling of online reviews.
Responding to online customer reviews is particularly important because 89% of consumers are "very" or "quite" inclined to choose a company that responds to all online reviews (2021 study).
Online reviews also offer you a promising opportunity to learn from your customers' experiences and adjust your focus accordingly.
With every review, you can also show your existing and potential customers that you value and take their opinions and experiences seriously.
"Take advantage of the opportunity presented by a negative review!"
Don't be afraid of online reviews. Even if you receive a negative review, see it as an opportunity.
A customer whom you assist competently with a complaint will often be a more satisfied and loyal customer than before.
Show that your company is backed by people who take criticism seriously and respond to problems.
Positive reviews on Google, Facebook, TripAdvisor, and other sites also help you with SEO and increase the so-called social proof effect. Here you can find out which review platforms are particularly important.
This is particularly relevant for Google My Business reviews, as Google has confirmed that the response rate of reviews is a key factor in how they rank businesses in Google search results.
Whether it's a Facebook rating or a Google review, keep the following tips and tricks in mind on your way to providing excellent customer service.
1. Respond to online reviews as quickly as possible
If a customer takes the time to write an online review , it usually means that they have dealt extensively with your product/service.
The longer you take to respond, the more likely the person will think that your company is not interested in their opinion.
This is very unfortunate in the case of a positive review and can be devastating in the case of a negative review.
By responding quickly to positive and negative reviews, you show that your company is listening and takes your customers' opinions seriously.
A recent study found that 53.3% of consumers expect brands to respond to reviews within 7 days.
This is how Coop responded to a Twitter review. Source: Twitter.com
2. Bad review? Offer a solution to the problem.
Your goal should be to fix the problem.
Be careful with apologies, as this can also be misinterpreted.
You may not understand why you received a poor rating. It may also take more effort to resolve a problem. However, try to respond to the customer and show empathy. Perhaps you can find a good solution in a personal conversation.
Keep in mind that your response may always be visible to everyone (even personal emails can be posted online).
Focus on the perception of the dissatisfied customer. But don't forget that potential new customers will also read your response and form an opinion about your company.
Even if your proposed solution is not accepted, you have clearly signaled that you always want to satisfy your customers.
For long-term success, it definitely pays off to rectify a negative review. This should therefore always be your goal.
Salt Mobile responds by providing a solution. Source: Facebook.com
3. Respond in a personal way
A Google review or online rating on other platforms is an ideal opportunity to define your brand's voice and establish it with your customers.
If you don't sound like a calculating salesperson, but instead inject a little humor here and there, this is a great way to set a pleasant tone for the conversation and defuse any tension that may exist.
In addition, using language tailored to the customer is an opportunity to build stronger customer loyalty.
The postal service responds humorously. Source: Facebook.com
4. Always respond respectfully to customer reviews
Always remember to treat your customers with respect, even if you may not understand their poor rating or if the person has been rude!
Also, don't confuse familiarity with politeness.
Even if you have already established a trusting relationship with a customer, you should always respond to complaints in a friendly and polite manner.
A tone that is too familiar, almost buddy-like, could give the impression that you are not taking the problem seriously. The trick is to respond politely to negative reviews while maintaining a personal touch.
5. Show empathy
A kind word of sympathy and understanding for the situation can smooth the initial waves.
You are now no longer just "an abstract company that sold the customer a bad product," but a concrete contact person who shows interest and understanding. This alone makes a significant difference to your customers.
SBB responds with great understanding. Source: Facebook.com
6. Check your answer before clicking "Submit."
It is very important to quickly check your message before sending it. If a reply contains spelling or formatting errors, this quickly gives the other person the impression that their request is unimportant or has simply been dealt with as an afterthought.
7. You respond to your entire community
Don't just put yourself in the shoes of the dissatisfied customer, but also think about other customers who will read your response.
You should ask yourself: What image does my company's response convey? Could potential new customers be concerned, for example, that their orders will arrive late or be of poor quality?
Also try to address concerns that are obvious but have not yet been posted by your customers.
8. Follow up on issues offline as well
This is a good way to establish genuine contact. In a personal conversation on the phone, you can get a detailed picture of the degree of disappointment and the desired solution.
This is also an opportunity to let your customers know that you are not only responding to negative online reviews to protect your reputation, but that you take their criticism seriously.
Swisscom offers additional contact options. Source: Facebook.com
Want more and better online reviews?
Contact onlineKarma.
Bonus tip: Don't be afraid to respond with a super-personal video message!
If you feel comfortable doing so, there's no better way to build rapport with your reviewers than with a personal video message.
See how chef John Howie from Seastar Seafood Restaurant and Raw Bar responds to two customer reviews— both good and bad —on Yelp.
Responding quickly, respectfully, and carefully to a negative review can turn a dissatisfied customer into a brand ambassador.
Fake reviews?
Unfortunately, it is possible to buy fake reviews. However, this is both illegal and immoral (or unethical—perhaps all of the above :).
Swiss law rightly refers to such actions as "fraud":
Art. 146 1. Criminal offenses against property. / Fraud
Fraud 1 Anyone who, with the intention of unlawfully enriching themselves or another person, maliciously misleads someone by misrepresenting or suppressing facts, or maliciously confirms them in an error, thereby causing the misled person to act in a manner that causes financial damage to themselves or another person, shall be punished with imprisonment of up to five years or a fine. 2 If the offender acts commercially, they shall be punished with imprisonment of up to ten years or a fine of not less than 90 daily rates. 3 Fraud to the detriment of a relative or family member shall only be prosecuted upon request.
Here are a few good articles on this topic:
What to do about fake reviews?
Request deletion "Request removal of content due to legal violations"
Get a specialized lawyer
More information from Google: Remove reviews from your Google business profile
Sources: ReviewTrackers Online Reviews Survey / Local Consumer Review Survey