1/ Response Time | 2/ Problem Solving | 3/ Personal Touch | 4/ Respect | 5/ Empathy | 6/ Click «Send»? | 7/ Everyone is Listening… | 8/ «Offline» don't forget | Bonus Tip | Faking Reviews? | What to Do About Fake Reviews?
Introduction
Companies in all sectors (both B2C and B2B) are increasingly focusing on a professional approach to online reviews.
Responding to online customer reviews is particularly important, because 89% of consumers are 'very' or 'somewhat' likely to choose a business that responds to all online reviews (2021 study).
Online reviews also offer a promising opportunity for you to learn from your customers' experiences and adjust your focus accordingly.
With each review, you can also show your existing and potential customers that you value their opinions and experiences and take them seriously.
"Seize the opportunity of 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 competently assist with a complaint will often be a more satisfied and loyal customer than before.
Show that there are people behind your company who take criticism seriously and address problems.
Positive reviews on Google, Facebook, TripAdvisor, and similar platforms also help you with SEO and increase the 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 to reviews is a key factor in how they rank businesses in Google search results.
Whether it's a Facebook review or a Google review – pay attention to the following tips and tricks on your way to 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 they have thoroughly engaged with your product or service.
The more time you let pass before responding, the more likely the person will think that your company is not interested in their opinion.
This is a great pity for a positive review and can be devastating for a negative one.
By responding quickly to positive and negative reviews, you show that your company listens 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 reacted to a Twitter review. Source: Twitter.com
2. Bad review? Offer a solution to the problem
Your goal should be to resolve the problem.
Be cautious with apologies, as they can sometimes be misinterpreted.
You might not understand the negative review, or the effort to resolve the problem might be significant. However, try to engage with the customer and empathize. Perhaps a good solution can be found through a personal conversation.
Keep in mind that your response can always be visible to everyone (even personal emails can be posted online).
Focus on the perception of the dissatisfied customer. However, don't forget that potential new customers will also read your response and form an impression of your company.
Even if your proposed solution isn't accepted, you will have clearly signaled that you always aim to satisfy your customers.
Addressing a negative review definitely pays off for long-term success. This should always be your goal.
Salt Mobile responds, providing a solution. Source: Facebook.com
3. Respond Personally
A Google review or an online review on other platforms is an ideal opportunity to define your brand's voice and establish it with your customers.
By avoiding the sound of a calculating salesperson and instead incorporating a touch of humor here and there, you can create a pleasant conversational tone and potentially ease any existing tensions.
Furthermore, using language tailored to the customer is an opportunity to build stronger customer loyalty.
Swiss Post responds humorously. Source: Facebook.com
4. Always Respond Respectfully to Customer Reviews
Always remember to treat your customers respectfully, even if you don't understand their negative review or if the person used an inappropriate tone!
Also, do not confuse familiarity with politeness.
Even if you have already built a familiar relationship with a customer, you should always respond to complaints in a friendly and polite manner.
A tone that is too familiar, almost chummy, could give the impression that you are not taking the problem seriously. The art, therefore, is to respond politely to negative reviews while still maintaining a personal touch.
5. Show Empathy
A kind word of sympathy and understanding for the situation can smooth things over initially.
You are no longer just 'an abstract company that sold the customer a bad product,' but rather a specific point of contact who shows interest and understanding. This alone makes a significant difference for your customers.
SBB responds with great understanding. Source: Facebook.com
6. Review Your Response Before Clicking 'Send'
A quick check before sending the message is very important. If a response contains typos or formatting errors, it quickly gives the impression that the customer's concern is unimportant or was handled carelessly.
7. You Are Responding to Your Entire Community
Don't just put yourself in the shoes of the dissatisfied customer; also consider other customers who will read your response.
You should ask yourself: What image does this response convey about my company? For example, might potential new customers worry that their orders will arrive late or have quality issues?
Also, try to address concerns that are obvious but have not yet been posted by your customers.
8. Follow Up on Concerns 'Offline'
This is a good way to establish genuine contact. During a personal phone conversation, you can gain a detailed understanding of the customer's level of disappointment and their desired solution.
This is also an opportunity to show your customers that you respond to negative online reviews not just to protect your reputation, but because you take their feedback seriously.
Swisscom offers additional contact options. Source: Facebook.com
Want more and better online reviews?
Contact onlineKarma.
Bonus Tip: Don't hesitate to respond with a super-personal video message!
If you feel comfortable doing so, there's no better way to build a connection 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.
A quick, respectful, and thoughtful response to a negative review can turn a dissatisfied customer into a brand ambassador.
Faking Reviews?
Unfortunately, fake reviews can be bought. 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 intent to unlawfully enrich themselves or another, maliciously misleads someone by misrepresenting or concealing facts, or maliciously reinforces them in an error, and thereby induces the deceived person to act in a way that harms their own or another's assets, shall be punished with imprisonment for up to five years or a monetary penalty. 2 If the perpetrator acts commercially, they shall be punished with imprisonment for up to ten years or a monetary penalty 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 the topic:
What to Do About Fake Reviews?
Request Deletion “Request removal of content due to legal violations”
Consult a Specialized Lawyer
More information from Google: Remove reviews from your Google Business Profile
Sources: ReviewTrackers Online Reviews Survey / Local Consumer Review Survey