Online reviews can make or break your business. According to BrightLocal, 87% of consumers read online reviews before making a purchase decision. That’s a huge number of people forming an opinion based on what others have said. So, how you respond to those reviews really matters.
Taking the time to respond can build trust, show your commitment to customers, and even turn critics into fans. But there’s a right way and a wrong way to do it. Let’s break down the dos and don’ts.
Do: Respond Promptly
Timing is everything. When a customer leaves a review, especially a negative one, they expect a quick response. According to a ReviewTrackers survey, 53% of customers expect businesses to reply to negative reviews within a week. The faster you respond, the more you show that you care.
But don’t rush so much that you end up sounding robotic. Take a moment to compose a thoughtful reply.
Don’t: Ignore Negative Reviews
It’s tempting to pretend that negative feedback doesn’t exist. But ignoring a bad review sends a message that you don’t care. People are watching to see how you handle criticism. Addressing it head-on shows your business is committed to improvement.
If you’re unsure how to handle certain types of negative content, services like erase.com can offer guidance. But remember, ignoring a review is rarely the right move.
Do: Stay Professional
No matter how unfair or hurtful a review may be, stay professional. It’s easy to get defensive, especially if the feedback feels personal. But losing your cool in a response only makes things worse. It can harm your reputation even more than the review itself.
Instead, keep your reply polite and respectful. Remember, future customers are reading to see how you handle complaints.
Don’t: Blame the Customer
Even if a customer seems unreasonable, never blame or argue with them. Doing so makes you look unprofessional and can escalate the situation. Instead of pointing fingers, focus on solving the problem.
For example, if a customer complains about a delayed order, don’t say, “Well, you didn’t read our shipping policy.” Instead, say, “We’re sorry for the delay and understand your frustration. Here’s how we’ll make it right.”
Do: Thank the Reviewer
Whether the review is positive or negative, thank the reviewer for taking the time to share their thoughts. A simple “Thank you for your feedback” goes a long way. It shows that you value customer opinions, even if they’re not glowing.
For positive reviews, express your gratitude and let the customer know you appreciate their support. It makes them feel seen and valued.
Don’t: Use Copy-Paste Responses
Generic, copy-paste replies come off as lazy and insincere. People can tell when you’ve written a canned response. It’s much better to personalize each reply, even if it takes a bit longer.
Mention the customer’s name if possible and refer to specific details from their review. This makes your response feel genuine and thoughtful.
Do: Address Specific Complaints
If a reviewer brings up a specific issue, address it directly. If they had a bad experience with your product or service, explain what went wrong and how you’re working to fix it. People want to know that you’re taking steps to improve.
For example, if someone complains about poor customer service, you could say, “We’re sorry your experience didn’t meet expectations. We’ve taken steps to train our staff and improve our service.”
Don’t: Get Too Wordy
Keep your responses short and to the point. No one wants to read a long essay when all they needed was a simple apology or explanation. Be clear, concise, and direct. Make every word count.
If the issue requires a more detailed conversation, invite the customer to speak privately. Provide your contact information and ask to continue the discussion offline.
Do: Invite the Customer to Connect Offline
Sometimes, it’s best to handle complaints one-on-one. Invite the reviewer to contact you directly to discuss the issue in more detail. This can prevent the conversation from escalating in public and gives you a chance to offer a more personal resolution.
For example, say, “We’d love to make this right. Please reach out to us at [email or phone number].” This shows that you care and are willing to put in the effort to fix things.
Don’t: Forget to Celebrate Positive Reviews
Positive reviews are just as important as negative ones. When a customer leaves glowing feedback, don’t let it go unnoticed. Respond with genuine appreciation. This not only makes the reviewer feel good but also encourages others to leave positive reviews.
You could say something like, “Thank you so much for your kind words! We’re thrilled you had a great experience, and we look forward to serving you again.”
Do: Learn and Improve
Reviews—good and bad—are opportunities to learn. If multiple customers mention the same issue, it’s a sign that something needs fixing. Take feedback seriously and use it to make meaningful changes.
For example, if several people complain about slow service, evaluate your operations and find ways to speed things up. Customers will notice when you improve.
Don’t: Take It Personally
It’s easy to feel hurt or defensive when someone criticizes your business. But remember, it’s not personal. Most of the time, customers just want to be heard and have their problem solved.
Focus on the facts and keep your emotions out of your response. This will help you stay professional and effective.
Final Thoughts
Responding to online reviews is both an art and a science. It requires patience, empathy, and a bit of strategy. Always stay professional, address complaints directly, and show appreciation for feedback. Keep your replies short and sincere, and don’t be afraid to take the conversation offline if needed.
In the end, handling reviews the right way can turn a negative experience into a positive one. It shows that your business cares, listens, and is willing to grow. And that’s the kind of reputation every brand should aim for.
